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Melbourne IT DBS | iStrategy San Francisco Conference 2011

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iStrategy
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Melbourne IT DBS presentation from the iStrategy Conference San Francisco 2011.

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What We Do Slide Slide We deliver solutions and expertise to enable companies to make SMARTER DECISIONS in managing, promoting and protecting their brands online. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internet Domains The Top Level Domain (TLD) is what follows the “dot” Then there are Country Codes, or ccTLDs Second-level (3 rd level) domains, or URLs
Top Level Domain Top Level Domains Today .com .net .biz .info Country Code Domains .fr .de .co.uk .com.au Brand owners apply for and manage a portfolio of URLs in diverse TLDs Next Generation Top Level Domains .city .bank .brand .anything Marketers will own, manage and control their unique name space
What ’s the Appeal? Branding & Marketing ,[object Object],[object Object],[object Object],Prestige ,[object Object],[object Object],Cities ,[object Object],[object Object],New Spaces ,[object Object],[object Object],New Business Models ,[object Object],[object Object]
Who ’s Planning a TLD So Far? The “intent to apply” TLD announcements are increasing CONTENTS UNKNOWN ,[object Object],[object Object],[object Object],[object Object],we estimate: between 300 to 500 Initial new Top Level Domains Created in the initial application period.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Not Just “On the Web,” Your Brand’s Part of It. Is your branded experience at “the address you could get,” or within a part of the Internet that you’ve defined?
Fictitious example for illustrative purposes only. www .Inspired.Canon
ibm.com/smarter planet vs. smarterplanet.ibm ecomagination.com vs. ecomagination.ge verizonwireless.com/ruletheair vs. ruletheair.verizon URLs will deliver concise messages with meaning in addition to being website destinations Fictitious examples for illustrative purposes only.
. brand – Search Engine Benefits Increase Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Market Research Melbourne IT DBS proprietary research of Internet users For websites ending with company names (.brand) ,[object Object],[object Object],For websites grouped by category domain names (e.g. .book, .cars) ,[object Object],[object Object]
URL Structure brand.tickersymbol Expected Home Page URL Construction www.brandname www.tickersymbol www.productname www.category Brand Mapping URLs product.brandname feature.brand category.brand campaign.brand descriptor.product slogan.brand Email Applications [email_address] [email_address]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Considerations
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Considerations
[object Object],[object Object],[object Object],Additional Info
 

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Melbourne IT DBS | iStrategy San Francisco Conference 2011

  • 1.
  • 2.
  • 3. Internet Domains The Top Level Domain (TLD) is what follows the “dot” Then there are Country Codes, or ccTLDs Second-level (3 rd level) domains, or URLs
  • 4. Top Level Domain Top Level Domains Today .com .net .biz .info Country Code Domains .fr .de .co.uk .com.au Brand owners apply for and manage a portfolio of URLs in diverse TLDs Next Generation Top Level Domains .city .bank .brand .anything Marketers will own, manage and control their unique name space
  • 5.
  • 6.
  • 7.
  • 8. Fictitious example for illustrative purposes only. www .Inspired.Canon
  • 9. ibm.com/smarter planet vs. smarterplanet.ibm ecomagination.com vs. ecomagination.ge verizonwireless.com/ruletheair vs. ruletheair.verizon URLs will deliver concise messages with meaning in addition to being website destinations Fictitious examples for illustrative purposes only.
  • 10.
  • 11.
  • 12. URL Structure brand.tickersymbol Expected Home Page URL Construction www.brandname www.tickersymbol www.productname www.category Brand Mapping URLs product.brandname feature.brand category.brand campaign.brand descriptor.product slogan.brand Email Applications [email_address] [email_address]
  • 13.
  • 14.
  • 15.
  • 16.