Microsoft’s Innovative Journey with dotBrand TLDs: From Acquisition to Implementation

In the ever-evolving landscape of digital branding, Microsoft has taken a significant step forward by leveraging its own dotBrand Top-Level Domain (TLD). This move represents a shift in how the tech giant approaches its online presence and security. Let us delve into Microsoft’s journey with dotBrand TLDs, from their initial acquisition to their recent implementation.

The Acquisition Phase

Back in 2012 when the first application round opened, the decision to apply for multiple dotBrand TLDs was made as a collective effort involving the legal team, trademark team, and various business units including brands and marketing groups. At the time, Microsoft viewed itself as a “house of brands” and sought to capitalize on its primary brand names. The company applied for several brand strings, including:

• .AZURE
• .BING
• .HOTMAIL
• .MICROSOFT
• .XBOX
• .OFFICE
• .SKYPE
• .WINDOWS

The initial strategy was straightforward: apply, delegate, and then wait and see. This approach was common among many brands during the last round of gTLD applications, given the relatively short timeframe between the announcement of dates and the opening of the application window.

The Evolution of the dotBrand Strategy

As time has passed since the first round, Microsoft’s thinking has also evolved. Instead of viewing their dotBrands as a hand of cards, they began to see them as a dartboard with Microsoft as the bullseye, surrounded by concentric circles of complementary brands. This shift in perspective allowed for a more focused approach to implementing use case scenarios that would deliver benefits to the business.

The One Consolidated Domain Initiative (OCDI)

Last year, Microsoft unveiled a new initiative that utilises their .MICROSOFT TLD and grabbed the attention of the tech world. This project, known as the One Consolidated Domain Initiative (OCDI), aimed to consolidate the convoluted web of domains that supported Microsoft 365 range of products under a single, unified domain.

The OCDI was conceived by the Experiences and Devices team, which runs Microsoft 365. The primary goals of this initiative included:

• Reducing total cost of ownership
• Simplifying the user experience
• Improving navigation between services
• Enhancing architectural communication between services
• Streamlining single sign-on, authentication, and SSL certificate management

Choosing the Right Domain

When selecting the domain to underpin the OCDI, Microsoft faced a crucial decision. They wanted to avoid using something similar to, or indeed, microsoft.com, which, while trusted and familiar, had become a catch-all for various use cases, including third-party content.

After considering several options, such as using the .CLOUD TLD and other catchy names, the team was introduced to the possibility of using a .MICROSOFT domain. This option came as a surprise to many within the company who were not aware that they owed it, highlighting the need for internal education about dotBrand TLDs.

Building Confidence

To build confidence in using a dotBrand TLD, Microsoft reached out to peers at other companies who had already implemented similar strategies. They had conversations with representatives from Sky, HSBC, and BNP Paribas, focusing on their experiences and lessons learnt.

The success stories from highly regulated industries, particularly banks, played a crucial role in convincing Microsoft’s leadership that it was a sensible plan. The fact that risk-averse sectors had made significant moves to dotBrand domains and achieved measurable success was particularly compelling.

The Final Decision: Cloud.Microsoft

After careful consideration and input from various stakeholders, including the Chief Marketing Officer, Microsoft decided on Cloud.Microsoft as the domain for their OCDI project. This choice was seen as brand-neutral, durable, and internationally intuitive.

The selection of “cloud” as the second-level domain reflects Microsoft’s broader vision beyond just the Microsoft 365 organization. It positions the domain as a potential “forever home” for all of Microsoft’s forward-facing services.

Implementation Challenges

Implementing such a significant change across a complex organization like Microsoft has been no small feat. The project involves numerous stakeholders from various departments, including:

• Project and program management professionals
• Architects and engineers
• Frontline staff
• Marketing and branding experts

The initiative requires both horizontal and vertical engagement, reaching all the way up to the CEO. It involves overcoming resistance from those accustomed to a distributed model and prioritising this work over existing roadmaps.

Looking Ahead

Microsoft’s journey with dotBrand TLDs, particularly the implementation of Cloud.Microsoft, represents a significant shift in how the company approaches the future of its online presence. By consolidating services under a dotBrand domain, Microsoft aims to enhance security, simplify user experience, and create a more cohesive online ecosystem for its products and services.

This move aligns with broader trends in the digital landscape, where companies are increasingly looking to take control of their online identities and create more secure, streamlined experiences for their users. As Microsoft continues to roll out this initiative, it will be interesting to see how it impacts their digital strategy and whether other tech giants follow suit.

The success of this project could potentially influence how other large corporations view and utilise their dotBrand TLDs, as well as those who are considering an application in a year’s time when the next application window opens,  potentially ushering in a new era of corporate digital identity management.