Alison Simpson

Sr. Product Marketing Manager, Domain

MarkMonitor

Practical Tips for Managing a Global Domain Portfolio

Agenda

About MarkMonitor

The domain landscape

Portfolio optimization

Domain security

Ongoing best practices

About MarkMonitor

The original corporate-only registrar Founded in 1999 with focus on Brand Protection Registrar for 8 of the top 10 most highly-trafficked sites globally

Known for superior customer service, dedication to security, focus on

innovation and best practices

Our clients see us as true “partners” and our guidance is always in their best interest

Our Domain Management Approach

Holistic Approach to Protecting Brands Online

Register

Domains

Police for

Abuse

Take

Action

First step in securing brands

online

Critical second step, especially as

Internet landscape evolves

Important final step to address

egregious activity

Current Landscape

Internet Users

3.6 billion Internet users today

5.0 billion Internet users by 2020*

Internetworldstats.com, June 2016; *ICANN estimate

Current Landscape

334.6 million Total domain names registered globally

149.9 million Almost half of all domain names are ccTLDs

Largest ccTLD domains worldwide VERISIGN, THE DOMAIN NAME INDUSTRY BRIEF, Sept. 2016

New gTLD Landscape

Source: ntldstats.com

24 million Total new gTLD domain names Registered

.xyz .top

.wang

.win .club

.site

.vip

.link .bid

.online Source: icann.org

Landscape Changes

Shift towards ‘industry standard’ practices

Changes in ccTLD restrictions

New extensions within existing TLD

Discontinued extensions

Availability of IDNs

Focus on Portfolio Optimization

Optimize Portfolios Portfolio Strategies

Rationalizing misaligned portfolios

Domain utilization

Reducing and containing costs

Goals

Understand value of existing portfolio

Effectively promote and protect brands

Reduce or contain costs

Capture lost traffic

Identify domains with resell value

Benchmark

Alignment Identify disparities between:

Trademark holdings and domain registrations

Brands and geographies

TLDs and lines of business

Align domain registration and renewal strategies with policing and enforcement programs

Identify Registration Gaps

Compares trademark holdings against domain registrations to identify gaps and potential abuse

Leverages access to Thomson CompuMark global trademark databases

Uncover “Lost” Domains

Easy-to-use graphical interface

Uncover lost or forgotten domain names

Utilize a single point of data to correlate related domains • Name • Email address • Phone number

Includes over 200 million gTLDs and ccTLDs

Understanding Value of Existing Registrations

Score > Tier > Review

Reduce or Contain Costs

What Has Limited Value?

• No Alignment with Trademark or Marketing Strategy

• Low Risk, Low Value TLDs

High Cost

Restrictive

• Low or No Traffic*

*Be mindful of Internal application/usages

Domain Utilization Why Does It Matter?

Capturing and measuring traffic provides important intelligence

• Location of users

• Type of traffic

Resolving domains typically offer a better user experience

• Someone will capture the traffic if you don’t

The volume and type of traffic is a key value indicator

Traffic translates to increased revenue

Maximizing Value Understand whether active records

exist for domains under management

Redirect all domains to appropriate content via Web forwarding or DNS • Typos and misspellings to core

sites • Product names to sub-domains

or sub-directories • Gripe sites to parked pages

Website Thumbnails

Ensure domains are pointing to appropriate content

Understand where domains are non-resolving

Identify domains for possible divestiture

DNS Management Fully integrated with Domain

Management, offering same high-level security

Comprehensive management portal for adding, editing and managing zones and records

Understand traffic volumes to inform registration and renewal decisions

Key Performance Indicators

Actionable intelligence to optimize domain portfolios

Understand portfolio size compared to industry average

Make informed decisions based upon intelligent data

Effectively utilize domains

Confidential – Internal Use Only |

MarkMonitor Strategic Services Full suite of domain consulting services

• Portfolio optimization • Portfolio audit and risk analysis • Domain strategy, guidelines and procedures

New gTLD services

• New gTLD strategy consultations • .Brand registrar services

Domain availability reports

Private consultations

Domain Security Challenges

Domain Security

Every industry is a target

Domain owners face evolving threats

Phishing Activity Trends Report, December 23, 2015, APWG

Protecting Valuable Domain Assets Preemptive security measures provide peace

of mind • Two-factor authentication • Registry and portal locking • IP access restrictions • Forced password updates • Automated email notifications of domain name

changes

Operational policies to support corporate-only clients

Continual monitoring of systems

SSL Certificate Management

Centrally manage domains and certificates

Obtain visibility into all issued

certificates

Get expert advice on meeting specific security requirements

Ongoing Best Practices

Develop Domain Strategies

Why create strategies?

What to consider?

How often should they be reviewed?

Domain Name Strategy & Process Reviews

Reviewing domain name trends and changes to the domain name landscape

Reviewing business changes that might affect registration strategy and processes

Conducting an audit to identify any areas of non-compliance (i.e., employees/agencies

registering domain names outside of centralized process)

Updating strategy and processes to reflect major changes in the environment (external and

internal)

An Annual Review to Reevaluate the Current Overall Domain Strategy Should Involve:

Domain Name Strategy & Process Reviews

Review of domain names coming up for renewal in the next 90 days and identification of

any domains that should be lapsed

A legal review of any domain names considered for lapse to ensure they should not be

kept for intellectual property (IP) protection reasons

Implementing portfolio adjustments as required

A Quarterly Review to Evaluate Domain Name Holdings Should Involve:

Why Invest in ccTLD Registrations?

Protect key brand and trademarks worldwide

Create web presence in countries where ccTLDs dominate

Anticipate future marketing needs

Generate eCommerce revenue worldwide

Support worldwide sales and marketing efforts

Portray understanding of culture and nationalistic pride

Strategies for Registering ccTLDs

Brand Protection Strategy

Low-cost, unrestricted ccTLDs

Geographic locations where you have offices or do business

TLDs you have registered in the past

Famous “house” brand protected everywhere

Strategies for Registering ccTLDs

Brand Promotion Strategy

Top 10, 25 or 50 eCommerce countries

TLDs that support worldwide sales and marketing efforts

Where company conducts business or expects to conduct business

Geographic locations where you have offices

Famous “house” brand protected everywhere

IDN Strategy

Does your company actively do business in countries that conduct business in

languages other than English?

Review non-Latin trademark portfolios

Determine where those brands are being marketed

Confirm that brands are registered at the second level, where available

As new Top Level County Code IDNs become available, non-Latin trademarks

sets should be registered based on how and where those brands are marketed

Alignment Best Practices

Registration & Renewal Strategies

Categorize Brands

Align with TM Strategy

TM and marketing strategy

Ensure proper levels of coverage

Policing and Recovery Programs

Leverage Policing and Blocking

Monitor for Abuse

Leverage URS or UDRP

Domain Backordering

Optimization Best Practices

Consolidate and Score

Selectively Register or

Recover High Value Domains

Implement and Enforce

Policies

Ensure Domains

Resolve to Relevant Content

Leverage Blocking

and Policing

Retire Low-Value, Low-

Risk Domains

Sell when appropriate

Regular Review

Domain Security Best Practices

Lock core domains at the Registry level wherever possible

Employ 2FA (Two-Factor Authentication) for accessing domain management / DNS management

portals

Implement DNS monitoring to identify unauthorized changes at the registry

Never share login credentials for domain / DNS management portals

Disable ability to edit core domains for all users

Domain Security Best Practices (cont.)

Continually manage and review secondary user accounts

Require mandatory password updates

Implement IP address restrictions

Receive automated notifications of every domain name update

Utilize a corporate-only, hardened registrar

Why MarkMonitor?

MarkMonitor Leading the Way

We protect 8 of the 10 most highly trafficked websites utilizing industry-leading security services

8 OUT OF 10

Of the world’s most heavily trafficked

websites are protected by

MarkMonitor.

INDUSTRY-FIRST SECURITY FEATURES

Our advanced registrar & registry

locking for domain protection and

two-factor authentication for account

protection give you peace of mind.

INSTANT NOTIFICATIONS

We will notify you of any account

or domain change for secure

account management.

Premium Security

Unparalleled customer service & support, trusted by the world’s biggest brands

DEDICATED CLIENT SERVICES

MANAGER

Our CSMs have over 3 years of average

tenure, are re-certified annually, and

become an extension of your team.

CONSULTING SERVICES

Our comprehensive suite of research &

consulting services and relationships

with international registries are

particularly suited for managing your

corporate domain portfolios.

GLOBAL SUPPORT

24x7 emergency customer support,

global reach with offices around the

world, and support in more than 30

languages, we continuously receive near

perfect customer satisfaction rating.

Superior Customer Support

Leverage decades of collective knowledge and deep expertise that help you enhance your domain portfolio strategies

STRATEGIC GUIDANCE

We have 15+ years’ experience

managing corporate-only domain

portfolios, and can provide expert

advice on domain acquisitions, sales,

and policy development.

BRAND OWNER ADVOCACY

We are outspoken advocates when it comes

to protecting your brand, participating

actively at ICANN while maintaining

strategic relationships with numerous

industry associations (IACC, INTA, etc.).

NEW GTLD SERVICES

We simplify new gTLDs by offering a

comprehensive suite of new gTLD services

designed to reduce complexity. We empower

our clients to make informed decisions based

on the experience of true industry experts.

Strategic Guidance & Shared Expertise

Our centralized portal allows you to manage your domains, DNS, SSL certificates, and other domain-

related solutions in one place

CENTRALIZED PORTAL

Our highly intuitive portal gives

you one place to manage

domains, acquisitions, DNS, and

SSL certificates.

WORKFLOW AND REPORTING

We provide advanced filtering and

reporting capabilities, as well as

flexible account management and

workflow automation.

INTEGRATED SOLUTIONS

We provide access to the industry’s

most complete TLD requirements

database and have integrated new gTLD

solutions including the TMCH Manager

and new gTLD information center.

Centralized Domain Management

Our integrated technology provides you with the visibility and insights that help you effectively manage your global

domain portfolios

PORTFOLIO OPTIMIZATION

From easy-to-see website thumbnails,

to understanding the value of your

domains with domain scoring, we

provide you effective tools to optimize

your domain portfolio.

KEY PERFORMANCE INDICATORS

We provide actionable intelligence

that helps you evaluate and improve

domain portfolio performance.

MOBILE APP

Our mobile app allows you to complete

common domain functions on the go.

Innovative Technology

Q&A

Thank You!

For information on MarkMonitor solutions, services and complimentary educational events:

Contact via email: field.marketing@markmonitor.com

Visit our website: www.markmonitor.com

Contact via phone: US: 1 (800) 745 9229 Europe: +44 (0) 203 206 2220