verisign tld services: introduction to new tlds for the charitable and the ngo sector
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VeriSign TLD Services: Introduction to New TLDs for the Charitable and the NGO Sector. Mike Davies 15 th of July 2009. Agenda. VeriSign overview How the internet is changing What this means for your brand What this means for the Charitable and NGO sector What should you be doing now - PowerPoint PPT PresentationTRANSCRIPT
VeriSign TLD Services:Introduction to New TLDs for the Charitable and the NGO Sector
Mike Davies
15th of July 2009
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
Core Product Mix
Internet Infrastructure+ Identity and security
+ Scalable directories
+ Interoperability
Naming SSL VIP
+ SSL Certificates+ Extended Validation SSL+ VeriSign Secured
+ Authentication Service+ VIP Network+ Fraud Detection Service
+ New TLD Services+ Domain Name
Zone Alerts + IDNs+ iDefense
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
How the internet is changing – Top Level Domains
Who, why, when ?
Who?- ICANN (not for profit)- Coordinate Internet's addressing system
Why?- Promote competition - Ensure security /stability- More innovation/choice
When? - Expected in 2010
Over 250 Generic &
Country TLDs
The Internet Now
• com• net
• name• jobs
• cc• tv
Almost any string could be
a TLD
Type ExampleGeoBrandConsortiumGeneric
Anticipated look of The Internet as of Q1 2010
• nyc• anybrand• bank• friend
How the internet is changing – Implications
Geo
Brand
Consortium
Generic
Websites
www.pizza.nyc
www.partner.anybrand
www.searchfora.bank
www.finda.friend
johnsmith@nyc
johnsmith@anybrand
johnsmith@friend
Navigation
www.hotels.nyc
www.anybrand
www.firstlocal.bank
www.london.friend
How the internet is changing – Open or Community TLD
+ No criteria or authentication for parties registering a site
+ Likely to be a Geo or a Generic
+ Potentially high volumes, no restrictions
Community
+ Criteria and authentication process set by TLD awardee
+ Likely to be a Geo, Consortium or a Brand
+ Low volumes, security benefits, implied legitimacy
Open
How the internet is changing – Timeline
2009 2010
New T
LDs L
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TLD m
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ICANN S
ydne
y mee
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ICANN S
eoul
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Lond
on IC
ANN New
gTLD
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15/0
7/09
Hong
Kong
ICANN N
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TLD m
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End
Jul
y 09
Sta
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21/0
6/09
25/1
0/09
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9Fina
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uideb
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2009
Draft
Applic
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Guid
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09
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
What this means for your brand – Questions
What about IP protection?- ICANN Draft Application Guidelines, good resource
Are there other brands who want same TLD? - Risk analysis
Is this a defensive play?- Don’t want it now but, what if we want it later?
Legal Marketing
Any Geo TLDs to consider?- Prestige or regions
Any Generics we want to register?- Or we want websites on
Do we want to register our own brand TLD?- Prestige, 1st mover advantage, Partner home?
Technical
If there are more sites, how do I manage content?- Start by mirroring ?
Have we the right Online Brand Mgmt relationship?- Do they understand this?
Are there security benefits?- In a consortium
Company wide Are there opportunities in a consortium?- Or risks if someone else controls a TLD?
What is my industry association’s position?- Are they aligned with other global / national associations?
What this means for your brand – Do you want to Apply?
If no…
+ Is it important for your brand?
+ Wait and see is a valid strategy in your sector
+ Potential for conflict – same “string” of letters
If yes…
+ Relatively simple
+ Potentially expensive
+ Application fees may reduce in future
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
What this means for your sector – Benefits
- Consumers will grow to expect charities to have a .ngo TLD
- Consumer education would help establish
- Can be as simple as explanation on your site
Clarity Security
- Expected to reduce some types of fraud, open to other attacks as any TLD
- Will impact Phishing but not cure it. Opportunity for DNSSEC
- Could impact “major disaster” related fraud
Control
- Community TLD, sector sets Entry Criteria
-Strict Eligibility criteria
- Tighter control
What this means for your sector – Potential Authentication model
Level Industry
Association?Company
Valid?
Individual
“Right to
register”?
High
Medium
Low
None
Security benefits
What this means for your sector – Business Case
This is an initial attempt at creating a business case for implementing which requires
validation*
*The above example does not include significant application preparation costs, possible dispute fees etc
What this means for your sector – Applying
• Draft version available• One more expected• www.ICANN.org
Application process
• $185k to apply• $25k ICANN Running costs*• Additional costs: Registry, Administration and marketing
1st year Costs
• $25k ICANN Running Costs*• Additional costs: Registry Administration and marketing
2nd year onwards
*If the number of registrations stays at or below 50K, $25K per year is accurate. Above 50K the fees will be the fixed fee ($25K) + $.25 per annual registration/renewal increment
What this means for your sector – Do you want to Apply?
If no…3 Questions
+ Do you care if someone else applies for it?
+ Will you ever want this sector domain?
+ Will you want to object to a new TLD? If yes… 4 questions
+ Can you get cross sector support?
+ What should the TLD be?
+ How will it be governed / administered / run?
+ How would it be funded?
What this means for your sector – If you do apply
Q1: Can you get cross sector support?
• Industry associations?• Major charities?• Umbrella groups?
Who is your community ?
• Valid business case?• Big enough benefits?• Risks in not applying?
Do they want this ?
• Different language TLDs?• Existing global body?• If not, who?
Globally co-ordinated ?
What this means for your sector – If you do apply
Q2: What could the TLD be? (some examples)
.ngo • Most inclusive• Well known• International
.charity • Clear message• Excludes NGO• Not international
.give • Clear message• Memorable• Not international
• Could be all 3 (or any others) but would take multiple applications
• Dependant on community, could include internationalised versions
What this means for your sector – If you do apply
Q3: How could it be governed / administered / run?
Internet Infrastructure Policy
Your Sector TLD Governance
Administration
RegistryOperator
Responsibilities Potential ActorsRole
Existing Association
ICANN
New Association
Group of Charities
Existing Association
New Association
In houseRegistry
VeriSign OtherRegistries
Existing Company
“…keeping the Internet secure, stable and interoperable. It promotes competition and develops policy on the Internet’s unique identifiers” Source: ICANN Website
• Set Policy for the TLD
• Set pricing and entry criteria
• Setting the strategy for the TLD
• Implement policy
• Maintain external relationships
• General administration
• Maintain TLD Registry
• Authentication Verification (if required)
• Market through network of registrars
INITIAL FOCUS
What this means for your sector – Funding
Q4: How could it be funded?
• CSR is high profile• Provide application fee• Provide running costs
Corporate Donations?
• Potentially profitable TLD• Investors may be interested• Does business case support?
Investors?
• Provide policy oversight• Best representatives• Spread the cost
Associations?
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
What should your company be doing now – Internally
Activity Justification
Discuss New TLD
scenario and gain Executive Support
The introduction of New TLDs is a global change which could have an impact on your existing online operations and brand
Build cross company and cross
discipline Team
Your company’s online presence is now managed across multiple disciplines, if the change is not managed by cross functional team threats and opportunities may not be identified
Assess Risk for existing and planned operations
Prioritise areas where inactivity could cause damage to existing operations, then evaluate areas where opportunities could result in increased business
Decide and communicate internally
Actions required for
your organisation
Decisions around risks should be communicated to confirm assumptions and
ensure opportunities identified progress with appropriate executive sponsorship
What should your company be doing now – Externally
Activity Justification
Monitor ICANN
application process and
TimelinesIf of interest, ICANN Timelines have changed already on a number of occasions,
but missing the application process deadline could prove costly
Monitor market for
TLDs announced
That are either competitive to your business or are complementary enough
to justify investing in a web presence in that domain if of interest
Consider
Consortiums where appropriate
In some industries, a consortium could provide additional benefits such as
verification of the registrant to minimise fraud or. If your industry has entry criteria, an
industry TLD could be appropriate
Choose the right Strategic Relationships for
your ICANN application
Understanding the risks and benefitting from the opportunities
of this global change requires the selection of the right strategic relationships to help you understand the appropriate steps to take for your business
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
How VeriSign can help – Our Services
TLD Application Consulting
• Supporting Technical Documents for ICANN Application
• Discuss ICANN Rules and Regulations
• New TLD Compliance Matrix
Value Added Solutions
• Authentication
• Reporting
• Data Analysis (TLD Profiling Service)
• Additional Security (VIP and EV SSL)
Registry Operations& Management
• Build, Operate, & Maintain TLD Registry
• Globally dispersed DNS resolution sites
•DNSSEC & Automated Whois
• IPv4 and IPv6 Compliance
Domain nameRegistration Support
• Extensive ICANN accredited Registrar Channel
• Registrar Software Toolkit for Streamlining Registrations
• 24x7 support for overseas Customer Service Support availability
How VeriSign can help - Why VeriSign?
Domain Name Registries
VeriSign is the natural and trusted company to form a strategic relationship with a proven, global domain name registry solution that can support the distribution of millions of domain names with operational accuracy and stability 100% of the time
+ Our Core Competency: Leverage the VeriSign DNS infrastructure and take the burden off yours
+ Reliability: Operational accuracy and stability for 100% of the time
+ Scalability: Manages 13 Global Data Centers
+ Manages over 87 million domain names
+ Processes over 48 billion queries/day (peak)
+ Convenience: User Friendly Portal and 24x7x365 Customer Support
Leverage Our Global Infrastructure
Leverage Our Global Infrastructure
Agenda
VeriSign overview
How the internet is changing
What this means for your brand
What this means for the Charitable and NGO sector
What should you be doing now
How VeriSign can help
Group discussion
VeriSign TLD Services:Introduction to New TLDs for the Charitable and the NGO Sector
Mike Davies
15th of July 2009