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![]() The .lilly Dot BrandEli Lilly and Company is a global pharmaceutical company with a goal to help people live longer, healthier and more active lives. Lilly develops innovative medicines in the USA, Puerto Rico and 11 other countries. Its products are sold in around 125 countries. Categories include neuroscience, endocrinology, oncology, cardiovascular and animal health. The future mission of the .lilly TLD is to serve as a trusted and intuitive namespace for the company, consumers, health care professionals, investors and the general public. It will potentially provide an online single source-identifying function for the company's activities. SPECIAL NOTE: Lilly does have an immediate long term commitment to proceed with the development of its brand string. At time of filing, the Applicant did not consider there to have been enough time or info available to "fully analyze and evaluate all potential use case options". (ICANN has closed the application window for new TLDs, and the second round is not expected to be opened for several years, perhaps in 2016.)
A broad goal of the .lilly string is to protect Lilly's online presence and identity and offer a platform with the potential to consolidate many of the company's online activities. The "Lilly" trademark is registered in more than 135 countries. Besides .com, Lilly online content is published under a wide variety of other extensions such as .co.jp, .es, .com.mx, .no and .de. The proposed .lilly extension will provide the company and its affiliates countless new options to utilize short and memorable internet addresses. These domains will be hierarchical and intuitive. Lilly is aware that customers increasingly use a variety of channels, including mobile, to access content. The company believes its .lilly TLD will present new opportunities to provide content and services around the world. Differentiation and innovation will be key driving factors.
Lilly envisages a four-stage rollout for the string. 1. A preparation stage where evaluation will commence. Tests will be conducted to ensure seamless and secure access, interoperability and so on. Defensive use will be a consideration. At some early stage, a few .lilly domains will likely redirect traffic to existing .com websites. 2. Allocation of .lilly domain names for internal corporate use. Continued evaluation of the possibility of migrating content from the current patchwork of domains over to the new brand TLD. 3. Conditional migration of traffic to .lilly domain names and possible granting of (regulated) registration rights to approved partners. Timing and strategy will depend on "business, strategic, and industry factors at the time". 4. Lilly estimates that changes to the domain industry and the impact of the brand domains, and their adoption by the market, will take at least five years to evolve. The Applicant's plans to expand its .lilly TLD will depend on this. (There are many possibilities. The company may even consider allowing registrations by customers and patients.) The company will carefully monitor the dot brand applications of other well-known trademarks and companies as it considers its own strategies. Consumer recognition and perception will be key factors.
Lilly believes its application presents an opportunity to provide a "secure channel for online information and services" to enable customers to safely access content that is legitimate and authorized. Privacy and confidentiality will be protected. The .lilly namespace will be safe and trustworthy with minimal risk of fraud, misdirection, infringement or scams. Consumers will understand that each website is owned and operated by Lilly and thus authenticated. This is obviously of critical importance in the pharmaceutical industry.
Lilly has not defined to any degree its plans for communications and promotion other than to say it will reasonably invest in an outreach program.
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