november 19, 2015 · extensions are ready to be created on the web (‘delegation’) ......
TRANSCRIPT
November 19, 2015
.brand TLD presentation
By Tara Harris and Luandri Partington
Page 2
Introduction
New gTLDs
Legacy gTLDs
Country specific TLDs
ICANN and .brand applications
Impact on digital marketing plan
Page 3
What is a .brand TLD
In 2011 ICANN created the .brand program
Enables use of a brand name as a website’s top-level
identifier
.COM or .CO.ZA can be replaced with .LEGO or .APPLE
Owners are the Registry Operators
Owners control registrations under .brands
Will we get another opportunity to register .brands
Page 4
Examples of use of a .brand TLD
shop.apple instead of apple.com/shop
loans.fnb instead of fnb.com/loans
shop.dstv instead of dstv.co.za/shop
Page 5
Which .brand TLDs have we applied for?
.NASPERS
.PAYU
.DSTV
.GOTV
.MULTICHOICE
.SUPERSPORT
.MNET
.MZANSIMAGIC
.AFRICAMAGIC
.KYKNET
Page 6
How far is the application process?
Application process completed for all 10 extensions
Extensions are ready to be created on the web (‘delegation’)
ICANN has issued electronic tickets for each extension
Non-extendible deadline to accept each ticket
Extensions will be cancelled if the ticket is not accepted
Registrations are possible 3 months after creation
Page 7
Who else is getting .brand TLDs
Only 1,400 applications including some of the world’s biggest brands
Apple
BBC
Intel
Lego
Ferrari
FedEx
Heinz
Page 8
How are they being used?
Page 9
Barclays’ recent press release…
Available here
Confirms future
move to“.barclays”
and “.barclaycard”
Page 10
www.home.barclays
www.barclays.com now redirects to www.home.barclays
Page 11
The Monash launch plan
3-step launch:
Education (January): about.monash
Engaging clients with a trial (March): destination.monash
Transfer content (May): study.monash
Page 12
How could we use them?
Page 13
Corporate communication
Page 14
Sports
Page 15
Shows
Page 16
Products
Page 17
Customer site
Page 18
Emails
Page 19
Costing overview (per application)
Costs incurred to date $45,000 Once off set up fee
Costs to cancel No cancellation fees No refunds
Annual costs approx. $100k pa <1000 registrations
Additional costs $7.50 per domain >1000 registrations
Additional costs approx . $20k pa >6000 registrations
Termination of ICANN agreement
No penalty fees 10 year agreement signed180 day notice period
Invoice date In advance upon creation
Page 20
What should we do next?
Budgeting exercises
Decide whether you still want the .brand TLD
Research the use of .brand TLDs by others
Think about types of names you could register
Consider new ways to create interaction with your brand
Think about innovative ways to use your TLDs
Begin awareness campaigns
Page 21
How do I accept/decline?
Invitation letters will be sent out after presentation
Respond to the email confirming:
(a) acceptance of costs
(b) we should create the extensions on the web
CFO approval required
Cancellation possible, but no refunds
180 day notice period to terminate (after acceptance)
Failure to accept ticket will automatically result in cancellation
Page 22
Deadlines
11 December 2015 11 January 2016
.PAYU
.AFRICAMAGIC
.KYKNET
.MZANSIMAGIC
.MNET
.SUPERSPORT
.GOTV
.DSTV
.NASPERS
.MULTICHOICE
Page 23
Pointers for launching .brand
Always consider your customers first
Customers will wonder whether the new site is legitimate
Create teaser campaigns / pre-launch messages
Conduct customer testing
Prepare customer-facing staff to answer questions
Factor in extra time
Make the new experience an amazing one!
Page 24
Q&A
Email questions to [email protected] by Friday
Questions will be consolidated
Answers will be distributed next week
Page 25