An Introduction to the New

Top-Level Domain Name Program

Microsoft

AusRegistry International
Contents
• Domain Name Challenges
• New TLDs 101
• .brand Opportunity
• Other Opportunities
• Application Process
• Costs
• Timelines
• Next Steps
• AusRegistry International
The Current Challenges with
Domain Names
 Saturated
(dominated by .com)

Limited protection
and room for Counterintuitive
innovation Domain Names
(domain names)
(domain names)

Unwieldy
(forward slashes)
 Internet
Internet Evolution
Evolution

Domain
Domain Names
Names
It’s all about to change…
New Generic Top-Level Domains

Beyond.com
Who?

Why? Competition, Choice, Freedom

What? Secure a slice of Internet real estate
and own it forever!!
When? 20th October 2011 – Limited window
What are TLDs?
(Top-Level Domain Names)
21 gTLDs, including 261 ccTLDs, including

.com .us
.org .nz
.net .uk
.info .fr
.biz example.com.us
example.com .de
.it
.asia
.ru
.edu
.jp
.gov
.cn
.jobs
.hk
.mobi Country Code TLD (ccTLD)
Generic TLD
.id
(TLD)
.museum
.in
.travel
.kh
Currently
21 gTLDs 261 ccTLDs
.com .au
.net .us
The Future
21 gTLDs 261 ccTLDs
.com .au
.net .us

Community TLDs Generic TLDs

.redcross .search
.scouts .mail

Geographic TLDs Corporate TLDs

.seattle .microsoft
.london .ibm
The Future
21 gTLDs 261 ccTLDs
.com .au
.net .us

Internationalised
Domain Names (IDNs)

Community TLDs Generic TLDs

. 简体中文版 ‫لعب‬.
‫كرة المضرب‬. . финансы

Geographic TLDs Corporate TLDs

. Сидней .яблочный
‫الكشافة‬. . ‫מחשב‬
Brands

.bmw x5.bmw dealers.bmw

Geographic

.seattle tourism.seattle starbucks.seattle

Generic Words
The Internet is changing…
To deliver greater relevance,
greater choice, greater control,
…greater recall.
Internet
Internet Evolution
Evolution

Domain
Domain Names
Names
For the first time, own your own slice of
Internet real estate

.search .mail .office .bing .hotmail .xbox

.microsoft
.brand opportunity
Leadership
Areas for Innovation
Personalisation
Security
•
More effective/unified MarComms •
• New Functionality
Closer Partner integration •
• Brand and Domain name protection
Deeper Customer engagement •
• Build Trust and Brand assurance
Strengthen Brand identity •
• Control of domain name utilisation
Marketing

.brand
Future Proofing
• Ownership forever
• New Brand introduction Limit Access •
• Launch of New Products/Services Reduced DN purchase costs •
• Capital asset Set your own policy •
Total Control
.brand risks at the Top Level
• Multiple organisations can apply for the same or similar name
provided the use of the name is consistent with Trade Mark law
– e.g: an apple growing organisation can apply for .apple as long as
it is not used in the context of selling computers
• A community group with the same name will be given
precedence (community priority)
• If multiple organisations apply and both meet all criteria then an
auction will be used to select an organisation to operate the TLD
• Once a name is approved then a confusingly similar name
would not be allowed
– e.g: if .com exists, .kom may not be allowed
Summary
No-one else applies for
your brand
Apply for .brand You will acquire .brand
providing no valid
objections are provided by
the community
Do not apply for .brand Your .brand is not allocated
by ICANN and unclear
when/if available again
Irrespective of size or reach of trademarks, ‘eligible’
means anyone with any trademark or legal right to
the mark in any country, jurisdiction or industry
Another eligible
organisation applies for
your brand
There would be an auction
between all eligible parties
providing no valid
objections are provided by
the community
Another eligible
organisation will win your
.brand and own it forever
Another ineligible
organisation applies for
your brand
You will need to object
against the other applicant
and win or risk that
applicant obtaining your
.brand
You will need to object
against the other applicant
and win or risk that
applicant obtaining your
.brand
.generic opportunity
Generic Word TLDs
.search, .mail, .office

Opportunity development
• Acquire a piece of the multimillion dollar domain name industry
• Opening up new revenue streams
• Leveraging existing product and brand portfolios
• Leverage existing customer base
• Long term play
• Maximise existing infrastructure and capability
Multiple business model options
.office .mail
Keep all names Retain key names and sell
for your remaining names to the
organisation public and other
organisations

Own that term on Direct competition with

the Internet forever other generic TLDs
Is a Generic TLD right for you?
Key considerations
• Utilisation (open/ closed registry)
• Positioning, Launch and Marketing needs
• Revenue generation models/ ROI calculation
• Operational requirements
• Integrate with existing businesses, customer base
and .brand TLD (if required)
• Ability to leverage existing infrastructure/ business
functions
Generic risks at the Top Level
Although a generic term may yield a greater return
on investment, it also opens you up to the
possibility of:
• Increased risk of competition
• Complex decisions around business model and
distribution
• Encountering inflated costs due to:
– Dispute resolution
– Mediation
– Auction
– Unsuccessful application
Application process, costs and
timelines
Application submission

50 questions
All questions have a
minimum score
threshold in order for an
application to pass
Costs
ICANN fees
ICANN application costs (one off fee) US$185,000
ICANN annual license fee US$25,000

Additional ‘Variable’ cost considerations

Pre-launch
Consultancy, tailored to needs of each TLD, including Scoping, application development,
submission and monitoring, build, testing and go-live

Annual Registry costs

Heavily dependent up on volume of domain names under registration, ranging from a ‘Parked’
Brand Registry = single registered domain name to a Large ‘Generic’ Registry = >250k
registered domain names

Note: Specific cost break down for ‘Variable’ cost considerations

heavily dependent up on new TLD’s policy requirements
and utilisation
 Application Timelines

May 30th 2011

ICANN June 20th 4 Month October 20th
Final Applicant
Timelines Guidebook Released
Approval of Final Guidebook Global Comms Period Application Window Opens

May 2011 July-Sept

April 2011 June 2011 October 2011
Business 2011
Microsoft’s Internal
Case
Internal
Develop
Submit
Review Approvals Application
Timelines Development Application
Next steps
• Internal review
• Confirm those new TLD Strings to apply for
• Business Case development for each new String
• Approvals
• Define Vision and Mission
• Develop Policies and Processes
• Develop and submit application to ICANN
AusRegistry International
AusRegistry International
• Formed in 2000 and based in Melbourne, Australia
• Australia’s only Domain Name Registry Services
provider – managing 2 million .au domain names
• Exclusive Government endorsed .au domain name
Registry Operator since 2002
• A vital part of Australia’s Internet backbone
• International Domain Name Registry Service provider
(UAE, Qatar, Oman, South Africa)
• Active community participant driving policy and
technical innovation in the domain name industry
AusRegistry International
• Approach
• Experience
• Industry Knowledge

• Internal Policy Development

• Application to ICANN
• Organisational Deployment

• Registry Platform
• Advanced Security
• Domain Name Protection
• Help Desk/Support