1. Brights Consulting Inc. 29 September 2015 APRALO-APAC Hub Webinar – New gTLD program Case studies - Examples of how companies/communities are using new gTLDs

2. INDEX 1.New identity 2.Case study 3.Outlook of TLDs

3. 1. New identity

4. © All rights reserved Brights Consulting 4 Identifying by categories (SMEs) TLDs can indentify by categories. It can shows the users what kind of business you do or what kind of approach you have..bike.green.toys Identifying the on-the-web use (Large enterprises) Those names could be used by large enterprises which do not have to explain what your businesses are. Or used by companies whose main business related to the internet e.g. eCommerce..web.global.xyz Brand TLD (Brand TLD holders) Brand specialized TLDs..canon.ferrari.google Since new gTLDs were introduced in the market, companies/communities have more options of domain name. Showing corporate identity with new gTLDs

5. 2. Examples

6. © All rights reserved Brights Consulting 6 Showing business and CSR www.lusso.bike.bike means bicycle. Lusso is a company located in Britain, that sells merchandise related to bicycle. When end users see the domain name “lusso.bike”, they can easily guess that Lusso deals something related to “bike”. www.generalmotors.green In some languages “green” can implicate environment/eco. When register a.green domain name, a part of the registration fee will be donated to an environment conservation group. General Motors have a domain name under.green. As you see an electric vehicle in the website, it can give end users an image of the environmental protection. The.green website works as a CSR website.

7. © All rights reserved Brights Consulting 7 Showing global identity abc.xyz This is a domain name of Alphabet Inc. which is a Google’s holding company established in August 2015. As you see that the website says “G is for Google”, it also implicates that A to Z also fits in Alphabets businesses. “A to Z” is a phrase that encompass everything. “Alphabet” starts with a(bc) then ends with (xy)z. By using abc.xyz, it can give end users the image of “Alphabet Inc” encompasses everything.

8. © All rights reserved Brights Consulting 8 Brand TLDs (banks) www.home.barclays Barclays is a bank based in Great Britain. Barclays published a press release that they will move from current domain name to a brand TLD “.barclays”. Three points below are the reasons of the website change. A simplified online user experience. Making it crystal clear to customers that they are engaging with a genuine Barclays site. Allowing them (Barclaycard customers) to bank safely and securely whenever and wherever they want. mabanque.bnpparibas BNP Paribars is a banking company based in France. “Ma banque” means “my bank“ in the French. Websites are shown in the French. It is considerable that focusing on the user experience (UX) rather than Search Engine Optimization(SEO). Website already applies the Extended Validation SSL (EV SSL). Accessing from “bnpparibas.fr” or “bnpparibas.net”. end user will be connected to a forwarded website (https://www.secure.bnpparibas.net/banque/portail/ particulier/HomePage?type=site)“ which will lead users to “.bnpparibas” website

9. © All rights reserved Brights Consulting 9 Brand TLDs (Forwarded Websites) i3-fr.bmw forwarding website I3-de.bmw forwarding website BMW’s Brand TLDs BMW is an automotive company based in Germany. Brand TLDs were currently forwarded to non- new gTLD websites. Focusing on the local languages is a similar approach to the use of its web sites using ccTLDs. Catch phrase in the French and the German are different (“ÉLECTRIQUE ET ÉLECTRISANTE” and “BEREIT, WENN SIE ES SIND”).

10. © All rights reserved Brights Consulting 10 Brand TLDs (Websites based in Japan) team.suzuki Suzuki Motor Corporation launched brand TLD website. Only a portal to lead the end users to their existed websites under 1)Global website (http://www.suzuki-racing.com/) or 2)Japanese website(http://www1.suzuki.co.jp/motor/spo rts/race/index.html). team.suzuki was launched just before "Suzuka 8hours FIM Endurance World Championship." 2020.ntt NTT launched the website related to Tokyo Olympics/Paralympics in 2020. Words related "Olympics" are not able to use. NTT is a Gold Partner of the Tokyo Olympics/Paralympics.

11. 3. Outlook of TLDs

12. © All rights reserved Brights Consulting 12 The domain name trend changes in the Japanese market time to time. If you are in global market, showing your identity by ccTLD will not be important and TLD will change to the one globally recognised. 2000 Using.co.jp Restricted domain name that a corporate has to be registered in Japan and it can have only one domain name. Using.jp Shortened JP domain name. Easy to identify where you are from 2010 Change to use.com Identifying as a global enterprise. Appearance of new gTLD Corporate websites will be managed under Brand TLD Identifying a website under control of a corporate by using TLDs like.web other than identifying where you are from by ccTLDs. 2014- Could these changes happen to new gTLDs? Website identity (example of Japanese corporations)

13. © All rights reserved Brights Consulting 13 Metamorphosis of TLDs Verisign's "THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015" shows that new gTLDs only share 2% of registered domain names. However the domain name registration in the last 12 months show the number of registrations are constantly growing. In last 12 months, many TLDs were introduced. By looking at each TLD, number of domain name registration is not that large. However, depending on how the new gTLDs were promoted and with end users’ recognition, the metamorphosis of TLDs will happen in near future. https://ntldstats.com/ THE DOMAIN NAME INDUSTRY BRIEF VOLUME 12 – ISSUE 3 – SEPTEMBER 2015

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