A selection of ideas relevant to .brand registries from members and friends. If you would like more detail on BRG best practice projects please contact us.
Why do we need a .brand registry?
|Super fast servers at root of the Internet||Though typically most brand registries will be resolving queries of a lower magnitude than a .com-type registry.|
|A massively scalable database||Proven ability to host hundreds of millions of unique entries.|
|More secure point-to-point communications||Enhanced security on Internet communications.Additional layers of verification can be added.|
|A platform for innovation||Disruption to business models e.g. new utilization of record fields in DNS.|
|Unique addressing||Key brand benefits: clear addressing, brand attributes, authentication, intellectual property protection.|
What can our .brand do for the whole business?
|Area||Concerns||TLD registry delivers|
|Customer revenue growth||
New products and services within existing business models.
More marketing investment
Innovation through product development.
Adapt to changing customer and stakeholder behavior.
Improve marketing efficiency.
|Innovation in digital delivery of customer services.Customers signal brand affinity through unique domain. Supports shift to internet-centric business processes and models.|
|Operating Effectiveness||Innovation (culture; alliances).R&D, intellectual property.Reduce enterprise costs.Deliver operational results.Improve enterprise efficiency.Improve business processes.Lower operating costs.Improve product/process quality.Improve ability to innovate.Improve business flexibility.Reengineer business processes.||Integration with existing Enterprise Resource Planning systems for operational efficiencies. Signal authentic IP address.Possible reengineer existing business processes.|
|Transformation||Prepare for major business model changes.Business model innovation.Framing and/or adapting strategy.||Cloud computing – scalable, platform for innovation.|
|Technology Change||Cloud computing.Implement collaboration capabilities.Social media/Web 2.0.Pursue apps or infrastructure outsourcing. Expand use of mobile and tablet.Unique new products and services.Embedded computing to automate internal processes or systems.||TLD registries are outsourced cloud IaaS (infrastructure as a service) and could evolve to cloud SaaS (software as a service).TLD platform for innovation – services and even business models.|
|Data Analytics||Data and analytics to improve business processes or customer engagement.Increase use of business intelligence and decision-support tools and services.Converging data architectures.Location-based models of complex data.||Improved insight and control of information flows.Innovative use of DNS record fields for geo-targeting & verification of services|
|IT Management||Reduce IT costs.Information privacy and security.Developing a flexible infrastructure.Improving IT governance.Improving business alignment.Consolidating IT operations.Improving the IT workforce.Significantly upgrade disaster recovery and business continuity capabilities.||Outsourced IaaS.Enhanced security: DNS security, additional certification and encryption.Disaster recovery: zone files at global root of Internet.|
How do we prepare to launch our .brand registry?
|Governance||Identify an overall executive sponsor.Steering Group comprised of senior business units leads.Implementation Group comprised of functions responsible for launching, operating and developing the registry.|
|Contracts||Back-end registry provider.ICANN contract: use BRG specific brand contract and custom negotiations.Registrar: scale, stability, security, technology, service level agreements, compliance mechanisms, technical compatibility.Other third party services.|
|Resources||Need to clarify who is doing what?IT, legal, procurement, marketing, communications, security and risk, e-commerce, TLD consultants, registry service provider, registrars.|
|Budgets||Understand minimum committed costs (ICANN, back-end).Central budget v. distributed cost centres.Ensure integration to budget forecasting.|
|Management systems||Reporting on compliance with policies (ICANN and legal).Back-end systems compatibility with eco-system of providers. Analytics and reporting, customer and operations insights. Support staff and processes to support business and providers. Systems integration e.g. stock.|
|Internal stakeholders||Educating the business about new organizational capability.Exciting the business on vision & strategy.Policies, process, contacts and compliance.Change management plan and resources.|
|External stakeholders||Branding and marketing strategy.Transition planning and brand migration plans.Campaigns to educate and entice customers.|
KPMG presentation Video
gTLDs – The quiet Internet revolution