brights consulting inc. 29 september 2015 apralo-apac hub webinar – new gtld program case studies...

Brights Consulting Inc.

29 September 2015

APRALO-APAC Hub Webinar – New gTLD program Case studies - Examples of how companies/communities are using new gTLDs

INDEX

1. New identity

2. Case study

3. Outlook of TLDs

1. New identity

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Identifying by categories(SMEs)

TLDs can indentify by categories. It can shows the users what kind of business you do or what kind of approach you have.

.bike

.green

.toys

Identifying the on-the-web use(Large enterprises)

Those names could be used by large enterprises which do not have to explain what your businesses are. Or used by companies whose main business related to the internet e.g. eCommerce.

.web

.global

.xyz

Brand TLD(Brand TLD holders)

Brand specialized TLDs. .canon.ferrari.google

Since new gTLDs were introduced in the market, companies/communities have more options of domain name.

Showing corporate identity with new gTLDs

2. Examples


Showing business and CSR

www.lusso.bike

• .bike means bicycle.• Lusso is a company located in Britain, that

sells merchandise related to bicycle.• When end users see the domain name

“lusso.bike”, they can easily guess that Lusso deals something related to “bike”.

www.generalmotors.green

• In some languages “green” can implicate environment/eco.

• When register a .green domain name, a part of the registration fee will be donated to an environment conservation group.

• General Motors have a domain name under .green.

• As you see an electric vehicle in the website, it can give end users an image of the environmental protection.

• The .green website works as a CSR website.


Showing global identity

abc.xyz

• This is a domain name of Alphabet Inc. which is a Google’s holding company established in August 2015.

• As you see that the website says “G is for Google”, it also implicates that A to Z also fits in Alphabets businesses.

• “A to Z” is a phrase that encompass everything.

• “Alphabet” starts with a(bc) then ends with (xy)z.

• By using abc.xyz, it can give end users the image of “Alphabet Inc” encompasses everything.


Brand TLDs (banks)

www.home.barclays

• Barclays is a bank based in Great Britain.• Barclays published a press release that they will

move from current domain name to a brand TLD “.barclays”.

• Three points below are the reasons of the website change.• A simplified online user experience.• Making it crystal clear to customers that they are

engaging with a genuine Barclays site.• Allowing them (Barclaycard customers) to bank

safely and securely whenever and wherever they want.

mabanque.bnpparibas

• BNP Paribars is a banking company based in France.

• “Ma banque” means “my bank“ in the French.• Websites are shown in the French.• It is considerable that focusing on the user

experience (UX) rather than Search Engine Optimization(SEO).

• Website already applies the Extended Validation SSL (EV SSL).

• Accessing from “bnpparibas.fr” or “bnpparibas.net”. end user will be connected to a forwarded website (https://www.secure.bnpparibas.net/banque/portail/particulier/HomePage?type=site)“ which will lead users to “.bnpparibas” website


Brand TLDs (Forwarded Websites)

i3-fr.bmw forwarding website

I3-de.bmw forwarding website

BMW’s Brand TLDs

• BMW is an automotive company based in Germany.

• Brand TLDs were currently forwarded to non-new gTLD websites.

• Focusing on the local languages is a similar approach to the use of its web sites using ccTLDs.

• Catch phrase in the French and the German are different (“ÉLECTRIQUE ET ÉLECTRISANTE” and “BEREIT, WENN SIE ES SIND”).


Brand TLDs (Websites based in Japan)

team.suzuki

• Suzuki Motor Corporation launched brand TLD website.

• Only a portal to lead the end users to their existed websites under 1)Global website (http://www.suzuki-racing.com/) or 2)Japanese website(http://www1.suzuki.co.jp/motor/sports/race/index.html).

• team.suzuki was launched just before "Suzuka 8hours FIM Endurance World Championship."

2020.ntt

• NTT launched the website related to Tokyo Olympics/Paralympics in 2020.

• Words related "Olympics" are not able to use.

• NTT is a Gold Partner of the Tokyo Olympics/Paralympics.

3. Outlook of TLDs


• The domain name trend changes in the Japanese market time to time.• If you are in global market, showing your identity by ccTLD will not be important and TLD will

change to the one globally recognised.

2000

Using .co.jp

• Restricted domain name that a corporate has to be registered in Japan and it can have only one domain name.

Using .jp

• Shortened JP domain name.

• Easy to identify where you are from

2010

Change to use .com

• Identifying as a global enterprise.

Appearance of new gTLD

• Corporate websites will be managed under Brand TLD

• Identifying a website under control of a corporate by using TLDs like .web other than identifying where you are from by ccTLDs.

2014-

Could these changes happen to new gTLDs?

Website identity (example of Japanese corporations)


Metamorphosis of TLDs

1-Sep-2014 1-Oct-2014 1-Nov-2014 1-Dec-2014 1-Jan-2015 1-Feb-2015 1-Mar-2015 1-Apr-2015 1-May-2015 1-Jun-2015 1-Jul-2015 1-Aug-2015 1-Sep-20150

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

5500000

6000000

6500000

7000000

7500000

8000000

324,941 377,091549,460

334,274 294,271

561,988

280,534 349,614 441,969552,497

435,900 427,061 493,585

2,135,654

2,512,745

3,062,205

3,396,479

3,690,750

4,252,738

4,533,272

4,882,886

5,324,855

5,877,352

6,313,252

6,740,313

7,233,898 Monthly Increase and Decrease Number of Domains

Verisign's "THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015" shows that new gTLDs only share 2% of registered domain names.

However the domain name registration in the last 12 months show the number of registrations are constantly growing.

In last 12 months, many TLDs were introduced. By looking at each TLD, number of domain name registration is not that large.However, depending on how the new gTLDs were promoted and with end users’ recognition, the metamorphosis of TLDs will happen in near future.

https://ntldstats.com/

THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015


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Other company names, product names, service names, or logos are only used for reference and belong to the registered trademark holder or current applicant of the trademark or trade name.

If you have any questions regarding the material, please contact

Brights Consulting Inc.

Contact ： Yoshitaka Murakami/Senior ConsultantE-Mail ： [email protected]

T E L ： 81-3-5521-0107

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