DOMAINSTOP LEVELCould healthcare brands change how the internet is organized?

THE WAY WE NAVIGATE THE INTERNET IS ABOUT TO CHANGE

This January, ICANN (Internet Corporation for Assigned Names and Numbers) will change the way the internet is organized. We’ll still have top-level domains like .com, .org, and so on, but we’ll also be able to create all kinds of new domains – from .Apple to .Movies to .Rx.

Any business will be able to apply to create and manage their own Top Level Domain – connected to their brand, category or community.

ICANN thinks these new domains will create greater choice for content creators, more relevance for web users, new kinds of control for brands, and ultimately greater access to web content for all of us.

The opportunity doesn’t come without costs, though. From big upfront application fees to ongoing management, there are many aspects of this decision for brands to weigh.

IN THIS PERSPECTIVE, WE’LL LOOK AT FOUR TOPICS:

1. The basics: What are generic Top Level Domains? (p4)

2. The possibilities: How could TLDs change the internet? (p10)

3. The process: What should a brand expect when applying for a TLD? (p17)

4. Your TLD: Should your brand register? If you don’t, what should you be aware of? (p22)

FIRST, THE BASICSWhat is a generic Top Level Domain?

1983: THE DOMAIN WAS BORN

• The Domain Name System (DNS) was created so that people didn’t have to remember long strings of numbers to get to a web destination

• Each domain has two important parts:

www.inventivhealth.com

Second Level Domain Top Level Domain(This is what’s changing)

TODAY, THERE ARE ~300 TLDs

• The system started out with just seven: .com, .edu, .gov, .int, .mil, .net, and .org

• Then, 273 two letter TLDs were added – primarily for countries (.us, .fr)

• .com remains the most popular with 320 million listings (100 million active)

• .net has second place with 13 million active

THE PROBLEM: THOSE TLDs ARE FILLING UP FAST

• Fewer and fewer .coms are actually available• That leads to unintuitive URLs: www.thetourist-movie.net• Super long strings: www.gswworldwideatinventivhealth.com• And, ultimately barriers to communication innovation

new domains are registered every day

Your opportunity will end in:20,000

WHAT DO YOU DO WHEN YOU RUN OUT OF LAND? BUILD MORE

BY OPENING UP THE TOP LEVEL DOMAIN MARKETPLACE

ICANN will begin accepting applications for new TLDs

JANUARY

12

THE POSSIBILITIESHow could new TLDs change the internet?

As the total number of registered .coms and .nets increases, the naming conventions become less intuitive, harder to share and recall

THESE NEW TOP LEVEL DOMAINS (TLD) CHANGE THAT:

Intuitive domain structures That are more scalable

Easier to remember URLs That bring more direct traffic

More secure domain names That lend authenticity and trust

Deeper links, easier to get to That deliver targeted content

TLDs give people access to more information, more easily. They give brands new levels of control

For people: For brands:

WHAT WOULD IT LOOK LIKE?

Divisions: commercial.inventiv

Companies: gsw.inventiv

Offers: innovation.inventiv

Products: salesforce.inventiv

Campaigns: bigidea.inventiv

Content: decks.inventiv/gsk

Resources: tools.newmom

Education: 101.newmom

Support: community.newmom

Connections: firsttime.newmom

Personalized sites: janedoe.newmom

Offers: coupons.newmom

New TLDs could make web destinations more sayable, shareable and memorable:

For a company: .inventiv For a community: .newmom

WHAT WOULD IT LOOK LIKE?New TLDs could make web destinations more sayable, shareable and memorable:

For a location: .nyc For a category: .rx

Destinations: timesquare.nyc

Transportation: taxi.nyc

Events: filmfest.nyc

Regions: dumbo.nyc

Service: yourtrip.nyc

Research: fodors.nyc

Research: compare.rx

Tools: manage.rx

Access: copaycards.rx

Feedback: experience.rx

Reminders: remindme.rx

Products: humalog.rx

WHO MIGHT OWN HEALTH TLDs?

BRANDS PUBLISHERS ADVOCATES

WHAT HEALTH TLDs MIGHT BE IN HIGH DEMAND?

THE PROCESSWhat should a brand expect when applying for a TLD?

OPEN APPLICATION

January 12, 2012 – April 12, 2012(note: you have to begin the process by March 29, 2012)

@ http://newgtlds.icann.org

There will be future open rounds of registration (dates, TBD)

APPLICATION 101

WHO CAN APPLY? HOW MUCH? WHAT’S NEEDED?

Established corporations, organizations, or institutions ingood standing

(No individuals or sole proprietorships will be considered)

$185,000 to enter the process

If more than one company applies for the name, there will be an additional round of bidding

Plus, significant annual compliance costs (~$25,000) and IT registrar infrastructure

The initial application is a business overview: contact, company, stakeholders, financials

Once payment is accepted, 50 detailed questions go deeper into your intent, operational plan and business case

A PEEK INSIDE THE PROCESS

A straightforward application will take ~9 months. More complex ones could take up to 20 months. Each application will go through certain gates:

Submit Application

Administrative Completeness

Check

Initial Evaluation

Transition to Delegation(It’s yours :)

Extended Evaluation

Dispute Resolution

String Contention

Objection Filing

What’s that mean?Extended Evaluation: An appeal process if you fail initial evaluation

Dispute Resolution: When there’s a formal objection

String Contention: The mediation and auction process when there’s more than one applicant

CONGRATULATIONS, YOU’RE A TLD OWNERTime to build your technical infrastructure and start registering second level domains

–ICANN requires TLD managers/owners to create a registry system, but that doesn’t mean the registry is open to anyone

–Your business plan can limit access to your company, category or stakeholders

YOUR TLDShould your brand register? If you don’t, what should you be aware of?

WHAT DO YOU NEED TO KNOW

This is a decision that requires a strong business plan

The costs and commitment are steepYou’ll be getting into the registry business

This isn’t a speculative ventureICANN expects all TLDs to be operational

This is the first roundWe expect only a few hundred applications

BUILDING THE BUSINESS CASE

Start with the right stakeholders: Legal, Marketing, IT, Finance, Leadership

Then ask the hard questions:

What do we want to

accomplish?

How will that change in five years?

How would we structure governance?

What roles and

resources do we need?

ST

RA

TE

GY

OP

ER

AT

ION

S

Is it right for our company?

RANGE OF ACTIONS

What approaches can brands take?

DO NOTHINGTLDs are not part of the current or future strategy

REGISTERBe one of the first applicants for a

TLD

WAIT AND SEEHold on applying

until the landscape is clearer

RANGE OF ACTIONS

The approach is best for:

DO NOTHING REGISTERWAIT AND SEE

Well known brand with strong global trademark

Great existing domain(s)

Long name (7+ letters) that makes an unappealing or

unintuitive TLD

RANGE OF ACTIONS

The approach is best for:

DO NOTHING REGISTERWAIT AND SEE

Unique space / low risk of other companies wanting a

similar name

Well recognized dot.com

Evolving business model or M&A activity

No clear infrastructure to support

RANGE OF ACTIONS

The approach is best for:

DO NOTHING REGISTERWAIT AND SEE

Primary or colloquial brand is a common word (Apple, Lilly,

Resource)

Building global trademark protection/equity

New segment or category

Building category ownership or brand recognition

WHAT IF YOU DON’T APPLY

• Approximately 2 weeks after the close of the application window, ICANN will post the public portions of all applications

• Then the formal objection period opens. It’s an opportunity to file a dispute against an application

• You can file an objection for string confusion, legal rights to the name, or inaccurate representation of a community

Every brand manager should follow this first round of applications to watch for competitive challenges.

This is a new process. Some brands are fighting it because they feel there are still many unknowns. See the details -

http://bit.ly/TLDfight

THANKS FOR READING THIS PERSPECTIVE FROM iQ

FOR QUESTIONS, CONTACT:

Leigh HouseholderVP/Director of Innovation Strategy

leigh.householder@iq-w.com614.543.6496@leighhouse

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse