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gTLDs – The quiet Internet revolution

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‘The Internet is changing’ – this was the reaction of Larry Page when Google staff first presented about new gTLDs several years ago. Now, as the liberalization of a key aspect of the internet’s infrastructure moves from strategy to reality, many brands have yet to realize the scale and impact of what is about to happen.

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gTLDs – The quiet Internet revolution

  1. 1. gTLDs: the quiet Internet revolution David Green Head of Global Digital Marketing, KPMG Nov 2014
  2. 2. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Agenda Digital disruption | The Third Industrial Revolution What just happened? | a quick summary of ICANN and this liberalization process Universal Acceptability | ensuring the new domains are recognized everywhere (Much) more than a domain name | competitive strategic and technological advantage Project plan to launch | Governance, contracts, operational models, resourcing, timeline Uh, oh.. we didn’t apply | Mitigate your strategic disadvantage. Google and SEO | Google comments and what early indications are Space is the place | Brand benefits, and concerns, in an expanded domain name space Platform for innovation | The Quiet Revolution takes shape You are not alone | Brand Registry Group gTLDs: The Quiet Internet Revolution | Nov 2014 1
  3. 3. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Digital disruption gTLDs: The Quiet Internet Revolution | Nov 2014 2 Economist, Oct 2014World Economy –the 3rdWave: Digital Revolution “Technological revolutions are best appreciated from a distance.”
  4. 4. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Digital maturity = business performance gTLDs: The Quiet Internet Revolution | Nov 2014 3 “The higher a company’s level of digital maturity, the better its financial performance is likely to be.” more profitable 26% higher market cap 12% 9% “CEOs and other senior executives are increasingly engaged as their companies step up efforts to build digital enterprises.” more revenue from existing assets
  5. 5. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. What just happened? ICANN, the body responsible for managing domain names and IP address, decided to liberalisethe domain name space (DNS), a critical aspect of the Internet’s infrastructure, with two key goals: Expansion Increase choice and competition in the domain name space: •Single biggest expansion of existing market -primary motivation of incumbent domain industry applicants (i.e. sell lots more domains) •Asserting identity e.g. geopolitical (city and regional TLDs such as .London), community (e.g. .gay), culture & language (IDNs) Innovation To ‘enhance the utility of the DNS’ -new and innovative uses: •Changes in the use of records fields in registry database •Recombinant innovation –meshing registry database with other technologies (encryption, mobile, social) •NOT the same thing as creativity in naming and memorable addressing Reuters, Jan 2012: Internet revolution dawns with .yournameheredomains Appropriately ‘Quiet revolution’ has also been used to describe the Internet of Things gTLDs: The Quiet Internet Revolution | Nov 2014 4
  6. 6. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. What just happened? Timeline and program status gTLDs: The Quiet Internet Revolution | Nov 2014 5 Consultation and documentation Applications ICANN gTLD ‘Reveal Day’ Evaluations by external providers Objections, Auctions, GAC rulings Technical ‘delegation’ tests Go Live 1,930 applicants 341 Withdraw 432 Delegated gTLDs (i.e. live) 1157 Currently proceeding through program 19 Community 35 Geographic 35 International Domain names (IDNs) 600 Brand applicants 513 Requested Spec 13 500 Original ICANN projection on applicant volumes Jan 2012 TIMELINE June 2012 From June 2012 onwards STATUS 1,930 applicants Jan 2008
  7. 7. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Why did brands apply? There were almost 600 brand applications, and reasons for applying were broad: Contractual/commercial Digital channels, esp. websites are critical revenue channels for many business e.g. ecommerce Up until now could only purchase a domain through a third party reseller known as a ‘registrar’ Now brands can have direct ownership of critical aspect of internet infrastructure gTLDs: The Quiet Internet Revolution | Nov 2014 6 Brand Domain owner Registrar Domain seller Registry Domain operator BEFORE: No contractual redress against the operator of the domain –the ‘registry’ if they had a critical failure or failed to meet ICANN Registry SLAs such as uptime and security Brand Domain owner AND operator Registrar Acts as agent for brand to delegate domains to its registry NOW: Brand has direct contract for critical aspect of its internet facing infrastructure
  8. 8. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Why did brands apply? There were almost 600 brand applications, and reasons for applying were broad: Enhanced security All new gTLDs will have enhanced technical security –mandatory to utilize DNSSEC (Secure) Request is encrypted and therefore cannot be hijacked and redirected to a fake site -fight fraud Major brands from the Financial Services sector (71 in total) were amongst applicants for this reason Branding Authentication Closed brands can control who they allocate domain names to –so if its not ‘dot brand’ its not the real thing. Luxury consumer goods manufacturers were attracted to apply for this reason –fight counterfeiting –only authorized resellers and merchants would be allocated a domain Branding Association ‘Ownership’ of term that corresponds to market segment or product category –although Government Advisory Council subsequently ruled that closed gTLDs that correspond to a generic keyword have to operate as if an open gTLD i.e. non-discriminatory (but can be qualified) access to other registrants gTLDs: The Quiet Internet Revolution | Nov 2014 7
  9. 9. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Why did brands apply? There were almost 600 brand applications, and reasons for applying were broad: Analytics Brand registries will now have full end-to-end analytics on internet traffic Web and social analytics provide insight to user behaviourwhilst on your digital channels Registry traffic analytics -not just operational –can be real source of business insight on traffic Innovation We’ll talk about this more later… gTLDs: The Quiet Internet Revolution | Nov 2014 8
  10. 10. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Brand applicants and industry sectors gTLDs: The Quiet Internet Revolution | Nov 2014 9 Source: Trademarks and Brands Online –‘Dot brand’ gTLDs: owning the territory, Sept 2014 TLDWatchfor status of all domain registration volumes
  11. 11. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Not a domain, a gTLD registry system gTLDs: The Quiet Internet Revolution | Nov 2014 10 Super fast servers at world root of internet More secure point- to-point communications via DNSSEC Massively scalable database Platform for innovation Unique addressing Although most brand registries will (initially) be resolving queries of lower magnitude than the millions of queries per second against .com registry Proven ability to host hundreds of millions of unique entries Enhanced security of internet communications. Additional layers of verification can be added e.g. Verisignencryption with dot bank Disruption to business models e.g. new/greater utilization of records fields in DNS Commonly cited brand domain benefits: clear addressing, brand attributes, authentication, IP protection, SEO..
  12. 12. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Universal Acceptability Browsers and other internet applications will readily adapt to recognizing new gTLDs Brand Registry Group –working with Google and Mozilla Foundation on this issue (and other standards) But there will be a longer time lag for software and other enterprise applications This has been ongoing programme of activity for ICANN, but was a big topic of focus at the recent ICANN 51 in Los Angeles WIPR interview –Dec 13: KPMG moving from dot com KPMG would have a phased transition: transfer web addressing first and then gradually emails as emails are often required for authentication and access to enterprise systems gTLDs: The Quiet Internet Revolution | Nov 2014 11
  13. 13. Project plan to launch (and beyond)
  14. 14. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. CXO concerns and gTLD capabilities gTLDs: The Quiet Internet Revolution | Nov 2014 13 •Innovation in digital delivery of customer services •Customers signal brand affinity through unique domain •Supports shift to internet-centric business processes and models Customer Revenue Growth •Integration with existing ERP systems for operational efficiencies •Signal authentic IP •Possible reengineer existing business processes Operating Effectiveness •Improved insight and control of information flows -improve business processes or customer engagement •Innovative use of DNS record fields for geo-targeting & verification of services Data Analytics •gTLD registries are outsourced IaaSand could readily evolve to SaaS •gTLD platform for innovation – services and even business models Technology transformation •Outsourced IaaS–flexible infrastructure •Enhanced cybersecurity: DNSSEC, additional certification and encryption, DDOS protection at registry before web servers •Disaster recovery: zone files at world root of Internet –business continuity IT Management
  15. 15. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Timeline for dot brand applicants gTLDs: The Quiet Internet Revolution | Nov 2014 14 •Contracts: ICANN and registrar •Define taxonomy, policies, operating process, governance etc. •Domain dashboard + registrar onboarding •Transition to delegation •Launch (NIC website) •90 days Names collision wait period •One domain in first year minimum •Explicit change management plan including extensive internal and external launch communications plan •Web addressing transition only -domain redirects remove need to change all stationary, signage etc. overnight –can be updated when replaced/gradually. Obviously digital channels such as social media accounts, email signatures etc. can be updated quickly Immediate Medium term •Work with vendors on universal acceptability •Embedding internal operational process and policy •Extend gTLD to other enterprise applications esp. email •Innovation experimentation –small scale testing, observe market developments etc. •Ongoing reporting to ICANN Longer term •Full transition to secure gTLD registry across all internet facing enterprise applications •Critical aspect of internet facing infrastructure •Innovation takes off – augmentation and/or combination with other technologies •Ongoing reporting to ICANN
  16. 16. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Resourcing scope and costs gTLDs: The Quiet Internet Revolution | Nov 2014 15 Primary drivers for many –but not all –brand applicants Usually the internal constituency historically most familiar with ICANN IP/Legal Being asked to work out business use cases Digital / eCommerce Registry is IaaS Integrations with enterprise applications Security, risk, testing IT Navigating the complexities of ICANN multi-stakeholder model of engagement Preparation and submission of application Navigating evaluation process gTLD consultants gTLD consultant for application, evaluation and beyond Registry provider RFP Data Escrow provider ICANN contract Registrar(s) Procurement Internal awareness and education on policy, process etc. External market promotion on addressing, new capabilities etc. Marketing and communications Navigating the complexities of ICANN multi-stakeholder model of engagement Responses for technical questions in application Transition to delegation testing (launch) Operations and ICANN reporting Registry Service Provider ICANN requirement – enter/activate domains to your registry Operations and ICANN reporting Registrar External Internal
  17. 17. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Project plan to launch Area Considerations Governance -Identifyan overall Executive Sponsor -Steering Group comprised of senior business units leads -Implementation Group comprised of operational functions responsible for launching, operating and developing the registry Contracts -Back-endregistry provider –done -ICANN contract –Spec 13 + organizational specific negotiations -Registrar(s) –RFP: Scale, stability, security,sophistication of technology, SLAs, compliancemechanisms, technical compatibility etc -Other third parties (e.g. managed services based on gTLD registry) Budgets Understandminimum committed costs (ICANN, RSP etc) Central budget vsdistributed cost centres Ensure integration to budget forecasting gTLDs: The Quiet Internet Revolution | Nov 2014 16
  18. 18. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Project plan to launch Area Considerations Management process and systems Ensuring and reporting on compliancewith policies and security (ICANN and internal) and legal (e.g. data protection) Backend systems compatibility with eco system of providers: RSP and registrar(s) Analytics and reporting, customer and operations insights Support staff and processes to support business as well as providers Systems integration e.g. CRM, stock inventory etc. Internal comms and stakeholderengagement Educating the business –new organizationalcapability, exciting on vision & strategy Policies, process, contacts and compliance Change management plan and resources External launch:from communications to promotions Brandingand marketing strategy Transition planning –akin to brand migration plans Campaigns –educate and entice customers gTLDs: The Quiet Internet Revolution | Nov 2014 17
  19. 19. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. KPMG domain policy Centralized domain management •centralized portfolio enables most efficient overview and control of domains •process complex acquisitions and transfers on behalf of member firms and assist in sunrise periods •value-add services such as domain protection and the ability to drive through on-line dispute resolution and cease and desist activities without the need to engage in-house legal help. Masterbrand strategy •KPMG has a single ‘masterbrand’ as opposed to a portfolio of brands •Consolidated many micro sites to single global common technology platform •Primacy of kpmg.com domain –SEO authority (in/out bound links) •All the while prosecuting dot KPMG gTLD application •With transition to dot KPMG gTLD, we will: •Update policy to prevent second level registrations that correspond to other trademarks – make sure we aren’t (inadvertently) infringing IP •Reintroduce the use of ‘www’ in other channels -simple and intuitive web addressing for external users not familiar with new gTLDs •Execute change management plan incl. launch of extensive internal communications gTLDs: The Quiet Internet Revolution | Nov 2014 18
  20. 20. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Communications gTLDs: The Quiet Internet Revolution | Nov 2014 19
  21. 21. If you didn’t apply..
  22. 22. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Forrester report 2011 gTLDs: The Quiet Internet Revolution | Nov 2014 21 Before applications for round one opened in Jan 2012, Forrester published a report of the strategic significance of this liberalization process: Companies Are Looking At gTLDs Defensively •It will increase brand and trademark protection costs. •Consumers won’t change their dot-com habits. •They will lose search equity. •But… CMOs Must treat this as A Strategic opportunity: •Control of online brand presence. •Proof that your communications are authentic. •Availability of more domain names. •First-mover advantage. •Search engines will give authority to dot-brand TLDs. What it all means: •TLDs will transform the look of the internet for brands and users •The biggest brands should apply in the first round. •Dot-com will become the long-tail name space. •Web users will surprise us with their adaptability. •Doing nothing will be a career-limiting move for CMOs.
  23. 23. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. If you didn’t apply Then you are at a strategic disadvantage. Round one brand applicants will have a multi-year advantage. Any competitor that did apply now has a valuable technology asset that you cannot currently replicate Many brands now realize that this liberalization is just about domain names, but about operating a secure gTLD registry database at the world root of the internet There will be thousands of brands in round two of the liberalization process –but AkramAttalahat ICANN has now confirmed that won’t that won’t start until 2017 now Brand association and addressing more memorable naming that closely relates to line of business or value offer gTLDs: The Quiet Internet Revolution | Nov 2014 22
  24. 24. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Phase two of DNS liberalization ICANN application and evaluation process shouldbe smoother and more predictable second time around – numerous issues were encountered and lengthy discourse and consultation via ICANN multi stakeholder model met lengthy time to resolution However, even if ICANN operational infrastructure and resourcing is further scaled up there could be an equally long time frame to delegation due to the anticipated sheer volume of brand applicants There will be new issues –prioritization: community vs closed brand vs domain industry applicants Likely to be much fewer domain name industry actors applying for generics: Many of the (perceived) most valuable generic terms (in English anyway) have been speculatively snapped up Pressure from investors to realize returns –focus on making a profit from what they already have However greater number of contention, disputes, auctions –as the real value of a gTLD registry system becomes apparent there will be fierce commercial and legal battles for terms gTLDs: The Quiet Internet Revolution | Nov 2014 23
  25. 25. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Right here, right now Evaluate the existing new gTLD domains and consider if they are: Not applicable Closed brand registries will not be making domains available to third parties Some domains clearly have no relevancy to/association with your business e.g. kpmg.pizza Opportunity Presents opportunity to distinguish business unit, product or service, marketing campaign etc. e.g. KPMG Capital is a Venture Capital fund set up by KPMG to invest in Data & Analytics technologies = kpmg.capital Defensive Domain is semantically related to your business, but you would not go to market with this –register defensively to protect brand and redirect to other domain/URL e.g. kpmg.international Protection Some generic gTLDs clearly pose a threat to brands and one wonders if this is part of their business model/anticipated revenue stream e.g. .sucks | .wtf| .fail Round 2 liberalization –ICANN should have higher burden of proof of market applicability for such generics gTLDs: The Quiet Internet Revolution | Nov 2014 24
  26. 26. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Legal/IP/Brand Protection Review new approach to Brand Protection: •Consolidate tools, budgets and resources (+registrar providers) to create integrated, always-on approach •Image/logo monitoring, Fraudulent association, Passing off, Malware •DNS: Traffic Diversion, Brand and Trademark Infringement •Review new gTLDs -identify and prioritize areas for actions (protection, defensive, opportunity) – registrar ‘watch list’ service? Your options for your brand -educate internally on new top level rights protections mechanisms (RPMs): •Trademark Clearing House •Sunrise registration •Uniform Rapid Suspension (URS) •Post Delegation Dispute Resolution Procedure (PD DRP) •Registry Restriction Dispute Resolution Procedure (RR DRP) gTLDs: The Quiet Internet Revolution | Nov 2014 25
  27. 27. Google and SEO
  28. 28. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Google and SEO gTLDs: The Quiet Internet Revolution | Nov 2014 27 “Are you guys crazy? The Internet is changing. Google has to be a part of that.” Reaction of Larry Page when first presented with proposal to apply for gTLDs •Google staff had originally only planned to apply for four of their big brands: Google, YouTube, Android and Chrome •Consequently ended up with a much broader and more ambitious program (101 applications) •Read transcript from ‘New gTLD Stories’ session at ICANN 50 (PDF) Larry Page, Google
  29. 29. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Google and SEO gTLDs: The Quiet Internet Revolution | Nov 2014 28
  30. 30. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Google and SEO Dec 13 –I give interview to World Intellectual Property Review –KPMG: migrating from .com –in which I cited SEO amongst benefits Criticized in Marketing Land article as being wrong -citing Matt Cuttsblog piece But what I had actually said is that a gTLD would be a contributing factor/signal; “Google uses many different criteria in its relevance and ranking algorithm. One of those is the domain name: if a domain is a key term, it will have a greater relevance for people searching for that key term. So any website under a .kpmg domain is clearly owned and managed by KPMG, and the domain should have a higher ranking in that regard, although this will not mitigate the need to address other SEO considerations” gTLDs: The Quiet Internet Revolution | Nov 2014 29 1.Technical: code, site map, page load time, domain 2.Links: in/outbound links 3.Content: location and frequency of terms, semantic relevance
  31. 31. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Google and SEO “When I think about the new gTLD program, I think that's the opportunity that we have in order to fundamentally reshape the way that people use the Internet so that people can get to specific pieces of information using domain names and using identifiers that have three really critical characteristics:” 1.Readable (IDNs, humans can understand, compared to URL shortenersuch as bit.ly) 2.Memorable (creative combinations of domain and gTLD e.g. www.drive.bmw, www.run.nike) 3.Meaningful (has semantic relevance and or geographic context e.g. www.plumber.london) Google Algorithm Change History: frequently refined, periodic overhauls (Pigeon, Penguin, Panda etc.) The Internet is changing , so Google algorithms will change gTLDs: The Quiet Internet Revolution | Nov 2014 30 Jordyn Buchanan, Google New gTLDs panel, ICANN 50, June 2014
  32. 32. Space is the place. Brand benefits -Domain name space
  33. 33. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Space is the place “This is a new platform, people can create what they want as brands” Hal Bailey, Strategic Partnerships Director, Google Digital Marketing & gTLD Strategy Congress -Sep 2013, London Memorable and meaningful domain addressing could raise brand recall and engagement Multiple access points not the same as brand.com/slash –change user behaviourand targeting gTLDs: The Quiet Internet Revolution | Nov 2014 32 •Enhanced security •Contractual control •Branding Authentication •Branding Association •Analytics and Insight •Innovation •SEO benefits –semantic relevance + speed gTLD applicant benefits •Memorable, meaningful addressing •Creative naming = higher brand recall •Some SEO benefit –semantic relevance •Migration to more memorable domain e.g. rebelinkmag.com to rebel.inklater this year Benefits for all brands •Increased cybersquatting •Audience confusion •ICANN transparency and accountability Brand concerns
  34. 34. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Brand concerns As we saw earlier, there are several new IP rights protection mechanisms within the expanded domain name space Trademark Clearing House is a central database where brands can file trademarks –but this onlyprovides an alert to potential infringers –it does not prevent registration of domains that infringe trademarks -much to the disappointment of the many brands who contributed to ICANN discussions on TMCH Some of the larger generics registry operators have introduced additional registry rights protection mechanisms e.g. Domain Protected Marks list form Donuts who operate 307of the new generic TLDs Recent research by World Trademark Review (Sept 2014) showed that domain cyber squatting is rampant in new gTLDs -Brands were registering in new city gTLDs but much les so in generics –possibly due to obvious non relevance Public awareness, understanding and adoption of new gTLDs is a still a concern –not many live, high profile examples (www.annualreport.axa) gTLDs: The Quiet Internet Revolution | Nov 2014 33
  35. 35. Platform for innovation
  36. 36. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The Quiet Revolution gTLDs: The Quiet Internet Revolution | Nov 2014 35 Dec 2013 –EIU report on Internet of Things Nov 2014 –IoThas since exploded into public consciousness and is HBR business magazine front cover
  37. 37. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Platform for innovation “There is going to be a lot of innovation and a lot of change” Hall Bailey, Google You are going to hear this term a lot once brand gTLDs really start to become operational Hmm, what can you do with a massively scalable, secure database, at the world root of an internet that increasingly connects not just people, but, well, everything…. Changes to infrastructure powered broader economic and social changes in previous industrial revolutions Perhaps think less about domain names, rather, domain codes –each registry entry is a uniquely identifiable; unique key field = uniform resource identifier Customer accounts/secure sign on Private, secure, brand social networks Integrate existing codes e.g. electronic product codes Enhanced analytics drive better business insight and thus further innovation Possible ecosystem of registries –synergistic operations Momentum gTLD webinar | Nov 2014 36
  38. 38. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Platform for innovation gTLDs: The Quiet Internet Revolution | Nov 2014 37 Registry TLD database IP record MX record Record 3 Record 4 Etc. DNSSEC Certificates: SSL, EV etc. Application layer Other types of data stored at the domain records level New/different certificates for access and authentication New applications from third parties driven by private brand registries e.g. analytics integration
  39. 39. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Video clips gTLDs: The Quiet Internet Revolution | Nov 2014 38 “There will be new business models and new ways of using DNS not seen before.. The most important opportunity is making that expansion and extension useful It remains to be seen how well they (gTLDs) will be used to make the Internet functionally valuable for users.” “A lot of growth, a lot of innovation…an exploration of new business models and methods of using domain names that have not been seen before.” “With the entry of 100’s of private brand actors into the registry internet infrastructure, domain registry operators will be increasingly required to learn the business models of their clients.. ..Unique domain serial codes will be used for secure authentication of digital delivery of services and information.. ..The amount of machine to machine traffic on the Internet will eclipse the amount of human generated traffic.”
  40. 40. You are not alone Brand Registry Group
  41. 41. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Brand Registry Group On ‘Reveal Day’ the world learnt that: •Applications to operate a secure gTLD registry exceeded initial ICANN projections x4 •one third of all applicants were brands who intended to operate closed registries The Brand Registry Group was formed to represent the interests of brands operating closed registries: •Regular representation to, and meetings with, ICANN staff e.g. •Helped secure brand specific Spec 13 for brands •Advocacy to governments and public bodies including the ICANN Government Advisory Committee •Networking opportunities for members e.g. •Discounts on sponsored conferences incl. Momentum •Regular calls on issues ranging from contracts, registry standards, best practices e.g. •Webpage naming standards and navigation Members represent over $1.16Trillion of economic activity Momentum gTLD webinar | Nov 2014 40
  42. 42. © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. Also available: gTLDs: The Quiet Internet Revolution | Nov 2014 41 Maximisethe benefit from your new TLD Third Industrial Revolution –driven by digital Internet changes –Mobile, Social, ‘Things’ gTLDs –more than just a name Key characteristics of gTLD registries Mapping CXO concerns and gTLD capabilities Project plan to launch –big questions to be answered Project plan to launch –areas for consideration gTLD brand benefits Closed, Restricted Open and Open gTLDs Domain industry considerations View previous Momentum gTLD presentation on YouTube
  43. 43. Thank you@davidcgreen © 2014 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis- à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. kpmg.com/socialmedia

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