Dot brand TLD - an introduction

1. DOT BRAND TLD Considerations Application Costs August- 2009 Page. of 21

2. If you are a corporation with a large portfolio of domain names across brands and regions it might be worth considering applying for your own .brand TLD to ensure that your online intellectual property is effectively protected now and in the future. DOT BRAND TLD Considerations, Application and Costs Page. of 21

3. ICANN ” In a world with over 1.6 billion internet users - and growing - diversity, choice and competition are key to the continued success and reach of the global network” EXPECTATIONS Several hundreds new TLD’s are expected. Geo TLD’s like .berlin, .paris and .nyc; generic TLD’s like .radio, .sport, .horse and .eco. Expect lots of .brand TLD’s as well. Kurt Pritz, Senior Vice President of Services at ICANN “perhaps 5,000 new gTLDs could be added by 2015” DOT BRAND TLD What is this all about? Page. of 21

4. ● Risk Will others be able to block for “your” future TLD? ● Security Will a secure space where you create your own policy give you a return on your investment? ● Marketing Will an own .brand TLD be of value for Marketing? Considerations: ● Timeline What will happen after application is sent? ● Evaluation What technical, financial and other requirements will evaluation teams be looking for? ● Similarity What is the procedure if there is more applicants for the same string? Application: ● Application What kind of initial application costs can be expected ? ● Technical What costs can be expected to back-end providers? ● Operational What are the yearly costs of running a registry? Costs: DOT BRAND TLD Considerations, Application and Costs Page. of 21 1 2 3

6. ● Risk Others will be able to block for your future application. ● Security Running your own TLD will most likely be more secure. ● Marketing An own TLD can benefit your marketing. Considerations : ● Timeline What are current expectations to timeline? ● Evaluation What technical, financial and other requirements will evaluation teams be looking for? ● Similarity What is the procedure if there are more applicants for the same string? Application: ● Application What kind of initial application costs can be expected ? ● Technical What costs can be expected to back-end providers? ● Operational What are the yearly costs of running a registry? Costs : DOT BRAND TLD Considerations, Application and Costs Page. of 21 1 2 3

8. ● Risk Others will be able to block for your future application. ● Security Running your own TLD will most likely be more secure. ● Marketing An own TLD can benfit your marketing. Considerations: ● Timeline Final guidebook December 2009 First application round early 2010 ● Evaluation Initial evaluation followed by a second evaluation if objections are made. ● Similarity A string similarity might end with an auction. Application: ● Application What kind of initial application costs can be expected ? ● Technical What costs can be expected to back-end providers? ● Operational What are the yearly costs of running a registry? Costs: DOT BRAND TLD Considerations, Application and Costs Page. of 21 1 2 3

10. ● Risk Others will be able to block for your future application. ● Security Running your own TLD will most likely be more secure. ● Marketing An own TLD can benfit your marketing although. Considerations: ● Timeline Final guidebook December 2009 First application round early 2010 ● Evaluation Initial evaluation followed by a second evaluation if objections are made. ● Similarity A string similarity might end with an auction. Application: ● Application € 260.000 ● Technical € 15-40.000 ● Operational € 69-99.000 Costs: DOT BRAND TLD Considerations, Application and Costs Page. of 21

11. ● Policy What kind of application, what kind of policy - internal as well as external? Will this influence our current portfolio and policy in regards of take downs? Legal: ● Daily administration How will we deal with daily administration? Operational: ● Use How are we going to use our own TLD? Marketing: Is it worth the money? Are we in danger of others applying for a TLD that will block for us? Will a .brand TLD be the norm? Will end users and search engines adapt? .BRAND: ● Choice of providers Who will be able to deliver best product for us? Back-end: DOT BRAND TLD Should I stay or should I go now? Page. of 21 3 4 5 2 1

12. ● Policy What kind of application, what kind of policy - internal as well as external? Will this influence our current portfolio and policy in regards of take downs? Legal: ● Daily administration How will we deal with daily administration? Operational: Marketing: .BRAND Back-end: DOT BRAND TLD Positive Branding Effect ● Choice of providers Who will be able to deliver best product for us? Page. of 21 We believe that the new TLDs will change end user and search engines behavior over time. Ultimately only you can asses the value of an own TLD. ● Use How are we going to use our own TLD? 3 4 5 2 1

13. ● Policy We recommend that you apply for a community based TLD if possible. We also recommend that you consider your current portfolio and a strategy for other new relevant TLDs. Legal: ● Daily administration How will we deal with daily administration? Operational: Marketing: .BRAND ● Choice of providers Who will be able to deliver best product for us? Back-end: DOT BRAND TLD Community based TLD and update your domain strategy Page. of 21 We believe that the new TLDs will change end user and search engines behavior. Ultimately only you can asses the value of an own TLD. ● Use How are we going to use our own TLD? 3 4 5 2 1

14. ● Daily administration How will we deal with daily administration? Operational: .BRAND ● Choice of providers Who will be able to deliver best product for us? Back-end: DOT BRAND TLD Comply with policy - ● Use There are several opportunities. Make sure that all registrations and email addresses are aligned with registry policy and that wishes for use are technically possible. Marketing: ● Policy We recommend that you apply for a community based TLD if possible. We also recommend that you consider your current portfolio and a strategy for other new relevant TLDs. Legal: Page. of 21 We believe that the new TLDs will change end user and search engines behavior. Ultimately only you can asses the value of an own TLD. 3 4 5 2 1

15. Marketing: .BRAND ● Choice of providers Who will be able to deliver best product for us? Back-end: DOT BRAND TLD Outsource the Operational Tasks ● Policy We recommend that you apply for a community based TLD if possible. We also recommend that you consider your current portfolio and a strategy for other new relevant TLDs. Legal: ● Daily administration We recommend that you outsource the daily administration of running your own registry/registrar. Operational: Page. of 21 We believe that the new TLDs will change end user and search engines behavior. Ultimately only you can asses the value of an own TLD. ● Use There is several opportunities. Make sure that all registrations and email addresses are alligned with Legal and that wishes for use is technical possible. 3 4 5 2 1

16. Marketing: We believe that the new TLDs will change end user and search engines behavior. Ultimately only you can asses the value of an own TLD. .BRAND ● Choice of providers We recommend that you consider purpose, security, price, and scalability before choosing back-end providers Back-end: DOT BRAND TLD Choose the right back end provider ● Policy We recommend that you apply for a community based TLD if possible. We also recommend that you consider your current portfolio and a strategy for other new relevant TLDs. Legal: ● Daily administration We recommend that you outsource the daily administration of running your own registry/registrar. Operational: Page. of 21 ● Use There is several opportunities. Make sure that all registrations and email addresses are alligned with Legal and that wishes for use is technical possible. 3 4 5 2 1

17. Marketing: .BRAND ● Choice of providers We recommend that you consider purpose, security, price and scalability before choosing back-end providers Back-end: DOT BRAND TLD New TLDs will appear – how fast do you have to move? Legal: Operational: Page. of 21 We believe that the new TLDs will change end user and search engines behavior. Ultimately only you can asses the value of an own TLD. ● Policy We recommend that you apply for a community based TLD if possible. We also recommend that you consider your current portfolio and a strategy for other new relevant TLDs. ● Daily administration We recommend that you outsource the daily administration of running your own registry/registrar. ● Use There are several opportunities. Make sure that all registrations and email addresses are aligned with registry policy and that wishes for use are technically possible.

18. DOT BRAND TLD Application and Evaluation Processes are somewhat complex... Page. of 21 ● Evaluation Process Evaluation is a complicated process. Path for community based application differ from open based application. Second evaluation if public objection. Ultimately an auction might be decisive. Application:

21. HOPE IT WAS A PLEASANT RIDE END Page. of 21