CONFERENCE PREVIEW
Why is .green attractive to businesses and brand owners?
A lot of people are unaware of the green activities that companies are already encouraging, and this is a way for them to demonstrate them. For example, IBM has a multi-billion dollar programme focusing on promoting green activities; it could incorporate .green into that initiative. Wal-Mart and Target have tens of
thousands of green
products, and I don’t think the average consumer knows that. So such companies can use .green to highlight those products, even if they don’t change their home websites. Companies can show what they do from a green standpoint.
What kinds of companies do you expect to apply?
I expect a wide range of companies, ranging from start-ups to large multinationals. I also think there will be companies formed just for this initiative—green products and services— and these are the ones more anxious to use a .green website than to use a redirect from their home website. But, as with all new gTLDs, .green doesn’t have to replace the existing TLDs, so there is a lot of room for them to co-exist. Almost every company can point to green activities, so we have a large accessible market to target.
Do you have any IP protection mechanisms (non-mandatory)?
I think the existing mechanisms, such as the sunrise periods and trademark claims period, are very strong and we will adhere to those closely. Expanding beyond that, we will be strong on business practices and IP protection, as we want .green to be a safe space that is properly managed. We have engaged outside legal counsel that is extremely experienced in the ICANN and IP worlds.
What are you talking about at the conference?
I probably won’t be talking too specifically about .green. I’m on a panel focusing on new gTLDs
in general and what they all mean. I’m on the last panel of the event, so we will look at what the landscape will look like in 2015, 2020 and 2025. It will be exciting to talk about how one measures success. In the past, people have based new gTLDs’ success on the number of names under management. But there can be a new way of measuring success, despite whether it’s 10s of thousands or millions of domains.
Communities will be part of these domains,
so there will be 1,400 or so new and different ideas. People are not just launching a TLD—they are launching an idea and a brand. So we will look at what ideas will be out there, and have a brainstorm about where this might go.
May 23, 2013 The Caledonian Club, London
Join us in London for the inaugural Luxury Law Summit, the only event to bring together C-suite executives and general counsel from across the luxury industry with international law fi rms and specialists in the sector.
Key speakers include:
• Barbara Kolsun General Counsel, Stuart Weitzman
•Robin Gruber Vice President, Global Brand Protection,
Chanel
• Daniela Della Rosa General Counsel, Gucci
•Valerie Sonnier Global Intellectual Property Director,
Louis Vuitton Malletier Register by April 12 and save £100
Visit
luxurylawsummit.com or call +44 (0)20 7061 3524
For sponsorship opportunities contact Carina Pierre,
cpierre@iht.com or Maria Sunderland,
mariasunderland@futurelex.com
Roundtable sponsors:
40
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