Microsoft’s Innovative Journey with dotBrand TLDs: Insights from Cole Quinn

In a recent episode of The Com Laude Podcast, Ashley Roberts, Head of New TLD Consultancy at Com Laude, sat down with Cole Quinn from Microsoft to discuss the tech giant’s experience with dotBrand Top-Level Domains (TLDs). Quinn, who manages Microsoft’s eight brand TLDs, including .Microsoft and .Xbox, provided valuable insights into the company’s strategy and implementation of these unique digital assets.

The Genesis of Microsoft’s Dot Brands

Quinn revealed that Microsoft’s decision to apply for dot brands predated his current role. The initiative was spearheaded by his predecessor, Nick Whitworth, who collaborated with legal, trademark, marketing, and branding teams to explore this opportunity. At the time, Microsoft was viewed as a house of brands, leading to dotBrand applications being made for TLDs like .Azure, .Bing, .Hotmail, .Microsoft, .Xbox, .Office, .Skype, and .Windows.

The strategy behind acquiring these TLDs was more about securing them for future use rather than having a concrete implementation plan at the time. This approach was common among brands during the last application round, given the relatively short timeframe for decision-making.

The Evolution of Dot Brand Strategy

Initially, Microsoft’s approach to dotBrands was fragmented, reflecting its house-of-brands mindset. However, over time, the focus shifted primarily to .Microsoft, simplifying priorities and creating a more cohesive strategy.

A significant development in Microsoft’s use of its dotBrand TLD has been the One Consolidated Domain Initiative (OCDI), led by the Microsoft 365 team. This ambitious project aims to consolidate various systems under a single domain name: cloud.microsoft. The choice of this domain reflects a brand-neutral, durable, and internationally intuitive naming convention that resonates across the company.

Challenges and Solutions

Implementing such a large-scale initiative came with its share of challenges. One of the primary concerns was user behaviour. People had been accustomed to typing “microsoft.com” for years, and the transition to “cloud.microsoft” introduced potential for typos or transpositions, which could result in lost traffic, user confusion and the potential for third parties to profit from Microsoft’s heavy investment in their intellectual property.

To address this, Quinn’s team created wildcard redirects. For instance, if someone mistakenly today types “teams.microsoft.cloud” instead of “teams.cloud.microsoft,” they are automatically redirected to the correct page. This proactive approach ensures a seamless user experience while maintaining the integrity of the new domain structure.

Beyond cloud.microsoft: Other Use Cases

While cloud.microsoft serves as the “anchor tenant” of Microsoft’s TLD, there are several other strategic uses of the .Microsoft namespace, such as:

Domains.microsoft: This redirects to Microsoft’s internal domain management tool and serves as the contact point for WHOIS information.

Dmarc.microsoft: This domain supports email reputation and security by handling reports for SPF, DKIM, and DMARC standards.

Dc.microsoft: This is a public-facing tenant for data centre visitors, providing secure and isolated internet access.

These use cases, while not always visible to the general public, demonstrate the strategic and operational value of dot brands in enhancing security, trust, and operational efficiency.

The Value Proposition of Dot Brands

Quinn emphasized that the true value of dotBrands is not measured by the number of public-facing websites, domains registered, or those in active use. Instead, it is about how effectively the namespace supports the company’s goals, whether that’s security, trust, or operational efficiency.

The dotBrand TLDs provide Microsoft with a unique corner of the internet, offering benefits such as enhanced security, reduced spoofing, and easier management. While some aspects of the initial value proposition have been realized, others, like reducing defensive registrations, are still works in progress.

Future Plans and other TLDs

For now, Microsoft is holding onto its other dotBrand TLDs (.Azure, .Bing, .Hotmail, .Xbox, .Office, .Skype, and .Windows) with a “wait and see” approach. However, Quinn mentioned potential strategic uses, such as using .azure to differentiate Microsoft’s infrastructure from customer workloads. Any such shift would be complex and would require compelling need and strong internal champions and project owners.

Advice for Prospective Dot Brand Applicants

With the next round of new gTLDs just over a year away, Quinn offered valuable advice for organizations considering applying for their own dotBrands:

• Start preparing now: Build expertise in-house or seek professional help from consultants who have been there and done that.
• Consider a front-end provider: They can help navigate the ICANN ecosystem and build a compelling business case in collaboration with your team.
• Explore resources: Organisations like the Brand Registry Group offer valuable insights for prospective applicants.

Conclusion

Microsoft’s journey with dotBrand TLDs offers valuable lessons for other organisations considering this digital strategy. From the initial acquisition to strategic implementation, Microsoft’s experience highlights the potential of dotBrands to enhance security, streamline operations, and create a unique digital identity.

As the digital landscape continues to evolve, dotBrand TLDs represent a significant opportunity for companies to carve out their own space on the internet. While the implementation may be complex, the potential benefits in terms of brand control, security, and user experience make it a strategy worth considering for forward-thinking organizations.

Microsoft’s approach of starting with a high-profile initiative like cloud.microsoft serves as an excellent example of how to demonstrate the value of dotBrands within a large organisation. By setting a high bar for use and focusing on trusted, secure, and stable services, Microsoft has created a valuable digital asset that supports its broader business goals.

As we look towards the next round of gTLD applications, it is clear that dotBrands will continue to play an important role in the digital strategies of major corporations. Whether used for public-facing websites or behind-the-scenes operations, these unique digital assets offer unparalleled control and flexibility in an increasingly complex online world.