1. New gTLD Strategies: dotDeloitte
September 30, 2008
© 2008 MarkMonitor, Inc.

2. New gTLD Strategies: dotDeloitte
Moderator
Tom Duggan
Publisher
InsideCounsel
Featured Presenters
William Barrett
Global Director, Online Strategy
Deloitte
David Green
Global e-Marketing Director
Deloitte
Elisa Cooper
Product Marketing Director
MarkMonitor

3. From Deloitte.com
to .Deloitte?
Bill Barrett David Green
Global Director Online Strategy Global eMarketing Director
Deloitte Touche Tohmatsu Deloitte Touche Tohmatsu
September 30, 2008

4. Agenda
The evolution of Deloitte.com Bill Barrett
Our brand positioning David Green
Why a generic top-level domain (gTLD)
Bill Barrett
for Deloitte?
Our planned approach David Green
4
Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

5. The evolution of Deloitte.com

6. Deloitte.com – where we are today
Globally deployed technology
platform:
• 153 sites
• 108 countries
• 29 languages
Global common information
architecture, functionality and branding
Primary target audience is senior
executives in leading B2B companies
Global emarketing community: Global common processes for:
• Functional skills development • Web publishing
• Knowledge exchange • Editorial standards
• Replicate best practices • Podcasts and RSS
• Regular internal • Search engine marketing
communications • Email Marketing
• Annual web workshops • Management Reporting
• Support documentation • Web analytics
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

7. Deloitte.com – accolades
• “Best professional services Web site”
according to Forrester and one of only
two B2B web sites to “pass”
Forrester’s website in its “2007 Best &
Worst of B2B” site design report.
• Cited as a ‘best practice’ in 'Usability
remains a challenge for B2B sites‘
report by Forrester
• Featured as one of BtoB Magazine’s
“10 Great Web Sites” in their 2007
review of B2B web sites.
• For the fifth consecutive year “Best
professional services Web site” in
Byte level's 2008 Web Globalization 7
Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

8. Deloitte.com – site evolution
Web 2.0
Relationship
Business
Value Conversation
Knowledge
Information
Brochure-ware
Program
Complexity
In the beginning Today
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

9. Our brand positioning

10. Deloitte brand characteristics
Anticipation
Always
One Step
Ahead
Pragmatism Relentlessness
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

11. Brand: Framing & filtering
Always One Step Ahead
Anticipation Pragmatism Relentlessness
Positioning
Pillars
Filter used to shape
and inform strategies, tactics Increasingly used as
and initiatives overarching categorization
frame
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

12. Brand protection at Deloitte
Corporate
assets
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

13. Why a generic top-level
domain (gTLD) for Deloitte?

14. Primary business drivers
• Increase the visibility of Deloitte as a global brand
– putting our brand center stage, extending the brand
– reduce dependence upon existing generic top-level domains (gTLDs) and
country-code top-level domains (ccTLDs) – potentially disconnect?
• Reinforce our brand vision: Always being one step ahead
– supports our positioning as a pioneering and leading organization
– unique opportunity to secure our brand at root level of the DNS (short term)
• Better connect our brand to clients, alliance partners and member firms
– dedicated and easy-to-use communication platform with clients
– Potential means of content customization e.g. http://CFO.Strategy.deloitte
– increased collaboration and exchange of information between international
teams through secure eRoom facilities
– easier access to our service offerings and initiatives, on a global and uniform
basis:
• e.g.: Audit: http://audit.deloitte, Deloitte Global Forum: http://globalforum.deloitte
• Potential platform for launching future online services and initiatives.
14
Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

15. Additional benefits
• Brand protection/Domain protection
– manageable process when monitoring about 270 TLDs
– anticipation and pragmatism: will our focus change when 500+ new gTLDs
will be added to the root?
• Security and risk management
– position .deloitte as the primary and safe web communications channel
– Elimination of “abusive registrations”
• non-existent in our own TLD
• we would keep access restricted
– future roll-out of DNSSEC
• Reduced dependency on third parties
– limited number of registrars provide domain name registration services
within .deloitte
– registry operation could be done in house, or outsourced to a third party
under SLA
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

16. Our planned approach

17. Who’s involved within Deloitte
• Brand
• Marketing & Communications
• Knowledge Management
• Information Management
• General Counsel
• Enterprise Risk Services and Legal Services
17
Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

18. High-level overview of key considerations
• Business analysis
• Registry location & structure
• Technical aspects
• Operational aspects
• Financial aspects
• Drafting of proposal
• ICANN application & evaluation
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Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

19. ICANN application and evaluation
• Application
– When business case is finalized and project has
obtained internal approval, proposal to ICANN will be
drafted and submitted
• Evaluation process (potential risks)
– string is deemed confusingly similar to another string
– a third-party objects against proposal
19
Copyright © 2008 Deloitte Touche Tohmatsu. All rights reserved.

20. Copyright © 2007 Deloitte Development LLC. All rights reserved.

21. New gTLDs Update
Elisa Cooper
Product Marketing Director
MarkMonitor
© 2008 MarkMonitor, Inc.

22. Agenda
New gTLD Overview
Application process and timeline
Recommended next steps
Page 22

23. New gTLDs Overview
Currently there are 240+ TLDs (.com, .net, .mobi, .fr, .cn, co.uk)
ICANN will be allowing new gTLDs
100s-1000s of new extensions to be introduced
• Including international TLDs (.測試, .परीक्षा, .‫)בײַשפּיל‬
.ROOT
a
Other New TLDs:
.NET .ORG .EDU .GOV .MIL
.COM 240+
.INT
TLDs hundreds
(ccTLDs)
(.INFO, (.brand, .berlin,
.BIZ, etc.) .bank, etc.)
Page 23

24. New gTLD Types
Open: (.companyname, .brand, .trademark)
• Names generally available to any type of registrant
Community-based: (.hotel, .bank, .pharmacy, .berlin, .nyc)
• Addresses a clearly identified, organized and pre-established
community
• Is endorsed by that community
• Nexus between the string and the community
• Has a dedicated registration and use policy
Page 24

25. Qualifying Applicants
Any public or private established entity from anywhere in
the world
Must follow all application steps and rules as pre-
established and published
Must demonstrate organizational, operational, technical
and financial capability
Must pay an application fee
• $100,000+ anticipated
Page 25

26. Application Process
Guidelines to be published in advance of application acceptance
Rights owners provided an opportunity to object to applications
during process, based on existing legal rights
Applications considered initially in rounds
• Risk: if key TLD is applied for by another party that can also
demonstrate rights to a particular string, then a brand owner risks
losing that TLD
• Risk: once a TLD is allocated in the first round, then other TLDs that
may be confusingly similar will likely not be awarded in later rounds
(i.e., .bank vs. banc)
String contention among multiple parties likely to be resolved
either through comparative evaluation or auction
Community-based applications are likely to be given preference
during application process
Page 26

27. Expected Timeline – Subject to Change
Q2-08: New gTLD policy approved June 2008
Q4-08: Draft RFP expected by ICANN Meeting in Early Nov
Q1-09: Final RFP issued
Q2-09: Application period begins
H2-09: Evaluation process begins
H1-10: First gTLDs entered into the root
Page 27

28. Recommended Next Steps
Identify and educate key stakeholders across the organization
who may be impacted
• Marketing/E-commerce
• Security/IT
• Website operations
• Legal
Establish cross-functional teams to evaluate new gTLD
opportunities and risks
• Identify opportunities and risks
• Determine whether to pursue
Leverage industry experts to assist with strategy and
implementation
Page 28

29. MarkMonitor TLD Advisory Services
Education & Advocacy
TLD Acquisition & Management
• Phase I – Strategy Development
• Phase II – Application Submittal
• Phase III – Implementation and Launch Support
• Phase IV – Ongoing Operations & Compliance Monitoring
Brand Protection Services
• Phase I – Objection Filing & Dispute Resolution
• Phase II – Defensive Registrations & Brand Monitoring
Page 29

30. Q&A
Moderator
Tom Duggan
Publisher
InsideCounsel
Featured Presenters
William Barrett
Global Director, Online Strategy
Deloitte
David Green
Global e-Marketing Director
Deloitte
Elisa Cooper
Product Marketing Director
MarkMonitor
Page 30

31. Thank You!
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Access MarkMonitor’s new dotBrand Resource Center
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