1. New TLDs in the wild: Quirky and fun? Walmart.horse

2. New TLDs in the wild: Quirky and fun endless.horse

3. New TLDs in the wild: Small business, tailored content originalsin.bar

4. New TLDs in the wild: Localised content gov.wales

5. New TLDs in the wild: Localised content Toureiffel.paris

6. New TLDs in the wild: Original content to promote the TLD Lifetothefullest.abbott

7. New TLDs in the wild: Brands emphasising innovation

8. New TLDs in the wild: Brands emphasising trust

9. New TLDs in the wild: Brands emphasising security “The launch of the.barclays and.barclaycard domain names creates a simplified online user experience, making it crystal clear to our customers that they are engaging with a genuine Barclays site. This clarity, along with the advantages of controlling our own online environment, enables us to provide an even more secure service.” Troels Oerting, Barclays Group CIO

10. New TLDs in the wild: First truly operational.BRAND? mabanque.bnpparibas Any address ending with.bnpparibas is managed by BNP Paribas and has an advanced security certificate.

11. Socialisation of the internet

12. Why did 36 of Fortune 100 apply? Domain names are internet’s signposts – trusted by consumers to point in direction of authentic goods & services 1.Communication / marketing 2. Protection of IP 3. Platform for innovation: enhanced digital delivery 4. Enhanced security (walled garden / trusted zone)

13. Communication advance Taking control: single global address: consolidate under one address:.com and ccTLDs too political, too complex, under-regulated From the Billboard to the Browser: gTLD registries recognised as authentic by search engines: “Traffic rich.brand websites will get the most hits” J Scott Evans, Yahoo! You can register and delete ad infinitum, securing every Natural Search Term for little additional cost (limited only by your imagination) Shorter, crisper addressing! Your.brand is a safe haven: consumers’ money is secure; content & goods are genuine

14. Security benefits “If it does not end in Cartier, it’s not Cartier” Secure platform for communications with customers, distributors: all new gTLDs run DNSSEC Puts you in control of critical infrastructure & ends dependency on 3 rd party registries: a safe area for content distribution & e-commerce: Your registry, your policy: who is in, who is out – so no infringers; you invite your consumers into your safe home Turns internet into your intranet: new gTLD the front door; your own distributed DNS; secure back-end data-processing + content distribution Your registry can be based anywhere – favourable jurisdiction

15. Security benefits

16. Competitive risk “Permanent String Preclusion” – additional rounds may not conflict with existing TLDs First mover advantage for co-existing brands, eg ABC US and ABC Australia No recognition of co-existence in TLDs – eg Merck brands ICANN might have considered non-exact “matches” such as UPS & UBS or ABC & BBC confusingly similar Competitors may own a generic term covering core business areas.fashion,.luxury Partnering? Secondary market in TLDs?

17. Some examples of use FeatureBenefit Allocation of domains at 2 nd level to retailers, licensees & distributors Gives control (if reflected in licensing agreements) Unlimited allocation of domains at 2 nd level to customers Promotes affinity & loyalty: a badge of success Internet of things: allocation of domains to catalogue parts Uses power of DNS for control of ordering Shorter URL with no association with a country and added geo-location services Works across boundaries; useful in age of mobile & social Use in support of marketing: partner microsites, video channel, warranties Complements.com; non- controversial initial use Creating a walled garden with DNSSEC, IPv6, validated registrants, location planned Security, stability – beyond infringers, government interference

18. Imagining the future Short Term New gTLDs to run in parallel with.coms (not to replace) Education of consumers that dot Brand is a safe environment Universal acceptance begins Medium Term Second round like dot com boom: 100,000+ new gTLD registries, Privatisation of the domain name system: brands rush in.com old addressing style Longer Term Domains not addresses or signposts but registries are trusted zones Internet of things: domains embedded Brands in charge of their infrastructure: privatisation of internet

19. A universe with 1200 registries New ways of working required 30 registry launches per month for 3 years, half of which will be Open Previous Best Practice for communication and IP protection in domain name system is not affordable New strategies required: old strategies not scalable Selective registration: vertical & geographical markets Deletion in ccTLDs and older gTLDs Utilisation of Blocking programmes & the Trademark Clearinghouse Monitoring – new launches, registrations Budget for active enforcement – the URS

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