Launch of the Time2Dot initiative - 25/10/2011


Time2DotTime2Dot - A comprehensive services package facilitating access to your own Internet extension (DotBrand)

Jointly created by Deloitte Luxembourg, eBrand Services and OpenRegistry, the Time2Dot initiative provides international brands and companies with the best integrated solution to maximise the potential of their new Internet extensions.

On 20 June 2011, the Internet Corporation for Assigned Names and Numbers (ICANN) cleared the way to allow companies, governmental bodies and investors to apply for any type of Internet extension (the New Top Level Domain Program). With this first-of-its-kind initiative that will revolutionise the Internet, Internet users will come across domain names such as,,, etc.

Applicants are required to fulfil a number of stringent financial, technical and operational conditions and must apply between 12 January and 12 April 2012 with no current guarantee as to when, or even if, another round of applications will be opened. The application process is complex and requires a clear strategic and operational vision of how the generic Top Level Domain (gTLD) will be used.

A new gTLD extension promises several advantages to brands, not only in terms of marketing, security and protection, but also in relation to new, profit-generating business models. Aside from these advantages, the Luxembourg tax regime in relation to intellectual property is the only one in the world to cover extensions, rendering it extremely attractive for companies wanting to make Luxembourg their extension hub. This exemption applies to income generated from the exploitation, licensing and provision of domain names.

Having analysed clients’ potential needs, experts at Deloitte Luxembourg have teamed up with eBrand Services and OpenRegistry to create a comprehensive services package named ‘Time2Dot’, backed by a technical solution. “Time2Dot will enable companies across the globe to benefit via a single point of contact from the advice and assistance of a multidisciplinary team in order to overcome the strategic, financial, marketing and tax difficulties involved in the application process and to implement the best technical solution” explains Benjamin Collette, Partner, Strategy and Corporate Finance Leader at Deloitte Luxembourg.

“While the time to apply for its own Top Level Domain is indeed running out, ICANN will expect a ten-year commitment from successful applicants” comments Lutz Berneke, CEO of eBrand Services S.A. “By partnering with Deloitte Luxembourg and OpenRegistry in the Time2Dot initiative, we help our corporate clients getting past the purely defensive approach and make the most of their own TLD for the decade to come”.

“The perceived complexity of managing an Internet extension overtime is still a strong deterrent for companies considering applying for their own TLD” explains Jean-Christophe Vignes, CEO of OpenRegistry. “eBrand Services’ skills in Internet domain name strategy and Deloitte Luxembourg’s input on efficient business models and tax planning are the perfect complement to the security and flexibility of OpenRegistry’s technical offering”.

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