Ideas Lab

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 arrow Though typically most brand registries will be resolving queries of a lower magnitude than a .com-type registry.
A massively scalable database arrow Proven ability to host hundreds of millions of unique entries.
More secure point-to-point communications arrow Enhanced security on Internet communications.Additional layers of verification can be added.
A platform for innovation arrow Disruption to business models e.g. new utilization of record fields in DNS.
Unique addressing arrow 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
Customer relationships.
Product/services innovation.
New products and services within existing business models.
More marketing investment
Prioritizing investments.
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?

Area Considerations
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

Slides available here: Maximise the benefit from your new TLD

gTLDs – The quiet Internet revolution


9 Reasons Why A Brand Registry Is The Best Defense
Uniregistry: the look of new TLDs