Domain Names are intangible assets used by every Internet users since 1986. Their value, correlated to their importance for the communication field and the information system. But while we are in a period where we connect factories to the Internet, the domain name remains the link between the company and the Internet. It is thus a need for decision makers to have a tool ready to use

GAGET, Jean-Manuel

GENTY, Clément

RICHIR, Simon

SAMIER, Henri

SAM : Science Arts et Métiers

Science Arts & Métiers (SAM)is an open access repository that collects the work of Arts et Métiers Institute ofTechnology researchers and makes it freely available over the web where possible.This is an author-deposited version published in: https://sam.ensam.euHandle ID: .http://hdl.handle.net/10985/13476To cite this version :Clément GENTY, Henri SAMIER, Jean-Manuel GAGET, Simon RICHIR - Does Mc Donald'sproperly manage its domain names ? Time managagement : proposal of the iceberg method fordomain name categorization - In: CONFERE, Hongrie, 2018-07-05 - Confere - 2018Any correspondence concerning this service should be sent to the repositoryAdministrator : archiveouverte@ensam.euScience Arts & Métiers (SAM)is an open access repository that collects the work of Arts et Métiers ParisTechresearchers and makes it freely available over the web where possible.This is an author-deposited version published in: http://sam.ensam.euHandle ID: .http://hdl.handle.net/nullTo cite this version :Simon R RICHIR, Clément GENTY, Henri SAMIER, Jean-Manuel GAGET - Does Mc Donald'sproperly manage its domain names ? Time managagement : proposal of the iceberg method fordomain name categorization - In: CONFERE, Hongrie, 2018-07-05 - Confere - 2018Any correspondence concerning this service should be sent to the repositoryAdministrator : archiveouverte@ensam.euCONFERE’18/N° CONFERE’18 5 ET 6 JUILLET 2018, BUDAPEST, HONGRIE. DOES MCDONALD’S PROPERLY MANAGE ITS DOMAIN NAMES ? TIME MANAGEMENT : PROPOSAL OF THE ICEBERG METHOD FOR DOMAIN NAME CATEGORIZATION Clément Genty12, Henri Samier1, Jean-Manuel Gaget2, Simon Richir1 1  Laboratoire LAMPA, Arts & Métiers ParisTech, 2 boulevard du Ronceray, 49100 F-ANGERS 2 Nameshield, 37 boulevard des Capucines, 75002 F-PARIS Keywords: Domain Name, Time Management, Attention Management, Valuation 1 INTRODUCTION Domain Names are intangible assets used by every Internet users since 1986. Their value, correlated to their importance for the communication field and the information system. But while we are in a period where we connect factories to the Internet, the domain name remains the link between the company and the Internet. It is thus a need for decision makers to have a tool ready to use. 2 HISTORY AND INTEREST Invented in 1983 and presented by Paul Mockapetris through the Request For Content 882[1] and 883[2], the Domain Name System is an alphanumeric tool used in order to give trust through the Internet. The development of the industry 4.0 and more globally the digitalization of our economy gives to Internet a central point for economical development. Therefore, valuation, financial or not, is going to be developped.   2.1. A need for a method 2.1.1. State of Art The state of art concerning the domain name management remains thin. According to the ISO 10668 norm, there are three approaches to valuate an intangible assets like a brand: the Market, Cost and Income approaches. Using this method to valuate domain names, we can consider that the market approach is the most common one. A second market exists and the price of the domain name is given because of its semantic. Auctions-based websites and valuation tools usually process by giving a value because of the interest of the characters : number of words, length, meaning, trending, a lot of of settings are used even if no any scientifical method exists. The technical aspect of the domain name is not developped in the scientifical litteracy. In 2016, the loss aspect was used in order to have an idea of what technical development is lost [3]. According to this paper, the income aspect can be given due to a combination of traffic, average basket and purchase rate. CONFERE’18/N° 3 PROPOSAL Because the domain name has a visible shape, the semantic, and a hidden one, the criticality, we suggest to use a method using these two axes, named Iceberg method. Using two rates, each one being rated from zero to one, the position of the domain name will be possible according to the X- and the Y- axes.  Figure 1.  Iceberg Method The definition of semantic and criticality ratings must be done with caution : the charge of the domain name evolves with time and the ‘1’ rating has to be given to the most important value of the sample. Four cells exist, 1-2-3-4, and management of the domain name has to be done according to its cell location : Cell Location Designation Management 1 Critical To be strengthened 2 Vital To be strengthened and a registration strategy has to be done 3 Dilemn Thought of not renewal 4 Pepit If trademark: keep it. If not, for sale 4 EXAMPLE OF APPLICATION : MCDONALD’S 4.1. Presentation of McDonald’s McDonald’s is typically the company concerned by Internet. At a time where every consumer decides where he should eat by surfing on the Internet, the biggest restaurant in the world has to be present. Historically, brothers ‘Dick’ and ‘Mac’ McDonald opened their restaurant in 1940. Fifteen years later, it was the first time that a restaurant used the Golden Arches design : it was located in Des Plaines [4]. CONFERE’18/N° In 1994, a journalist of Wired asked the PR department of McDonald’s why the do not register MCDONALDS.COM which was, at this time, available. The answer, «  Are you finding that the Internet is a big thing » [5] appears to be colorful in 2018.  Given the fact that McDonalds’s has withdrawn the project of using two Top Level Domains dedicated to the company [6] [7], we can conclude that McDonald’s is going to keep its wallet of domain names and thus will need to manage it. 4.2. Presentation of the domain names wallet McDonald’s, due to its history, used several names to describe its activity: Golden Arches, the symbol, McDonald’s, its brand, MCD, its ticker symbol, also used for emailing,… Given the fact that McDonald’s is a name commonly used as a familiy name, the brand had to register and to deal with domain names registered for a private purpose. It means that McDonald’s has an important wallet of domain names and is an excellent candidate for the interest of the management by the Iceberg method. 5 X-AXIS : SEMANTIC Semantics is the oldest valuation method. Indeed, a domain name is above all a name and a name corresponds to a value. The examples of SEX.COM, MUTUELLE.FR or FB.COM are three examples. 6 Y-AXIS : CRITICALITY Once the domain name is acquired, an infrastructure develops: links, mail servers, and content are developed, bringing SEO, and reputations. 7 A THIRD INDICATOR : TRAFFIC Traffic is a recognized indicator and a differentiating element to indicate the operational reality of a website, and therefore of a domain name. CONFERE’18/N°  8 APPLICATION FOR MCDONALD’S   Figure 2.  Iceberg Method – Application to McDonald’s  7.1. Interpretation of the result   The domain name can be considered as a digital brand : the semantic is important and the typosquatting, represented by ‘MCDONALD.FR’ shows that the asset has to be kept for a long time, while has not to be technically developped ;  ‘GOLDENARCHES.COM’ represents an historical brand : the domain name is registered but not used, but has to be maintened into the wallet ;  On the other side, ‘MCD.COM’, not well known by a lot of Internet users, should be strenghtened due to its criticality ;  Finally, ‘MCDONALDS.COM’ is the main brand name and is critical : used in communication, marketing and information system fields, the most developped name of the wallet has to be managed with high precaution.  8 CONCLUSION   Begging on a need to domain name management, the Iceberg Method is the first model and is ready to be used for international brands. The importance of the size of domain names wallets is going to need logarithmic axes.    This proposition has to remain open source in order to become a standard in intangible assets management.   A third axis can tomorrow bring an interesting visualization to this method: compliance with naming rules. Indeed, the commercial policy of domain names being liberal, it is advisable to carry out preventive deposits because of various factors: risky TLD because of the absence of recovery procedures, TLD known in the UDRP/SYRELI statistics, sectoral TLD,... The scale will thus provide an indication of the status of the name in relation to the naming policy. Case to follow. CONFERE’18/N°  REFERENCES  [1] Mockapetris, P., RFC882, (1983), [Online], https://tools.ietf.org/pdf/rfc882.pdf  [2] Mockapetris, P., RFC883, (1983), [Online], https://tools.ietf.org/pdf/rfc883.pdf  [3] Genty, C., Samier, H., Richir, S., ”La valorisation des actifs immatériels numériques , une pratique nécessaire. Revue des méthodes existantes et proposition d’une analyse technico-économique”, (2017), 15e Congrès de l'Institut International des Coûts et 4è Congrès transatlantique de Comptabilité, Audit, Contrôle et Gestion des coûts ISEOR 2017, Lyon, France, 22-23 june 2017  [4] Badal, A., McDonald’s Corporation - 2015 (MCD), (2017), Academic Journal of Business, Administration, Law and Social Sciences - IIPCCL Publishing, Graz-Austria [5] Quittner, J. Billions Registered, (1994), [Online], https://www.wired.com/1994/10/mcdonalds/  [6] ICANN, .mcd Registry Agreement – Terminated, (2017), [Online], https://www.icann.org/resources/agreement/mcd-2015-07-30-en  [7] ICANN, .mcdonalds Registry Agreement – Terminated, (2017), [Online], https://www.icann.org/resources/agreement/mcdonalds-2015-07-30-en  Main contact : Clément GENTY Contact Information :  Laboratoire LAMPA, Arts & Métiers ParisTech, 2 boulevard du Ronceray, 49100 F-ANGERS, clement.genty@ensam.eu  Nameshield, 37 boulevard des Capucines, 75002 F-PARIS, clement.genty@nameshield.net  

Does Mc Donald's properly manage its domain names ? Time managagement : proposal of the iceberg method for domain name categorization

National audienceDomain Names are intangible assets used by every Internet users since 1986. Their value,correlated to their importance for the communication field and the information system. But while we are in a period where we connect factories to the Internet, the domain name remains the link between the company and the Internet. It is thus a need for decision makers to have a tool ready to use

Richir, Simon

Archive Ouverte en Sciences de l'Information et de la Communication

Does Mc Donald's properly manage its domain names ? Time management : proposal of the iceberg method for domain name categorization

Domain Names are intangible assets used by every Internet users since 1986. Their value,correlated to their importance for the communication field and the information system. But while we are in a period where we connect factories to the Internet, the domain name remains the link between the company and the Internet. It is thus a need for decision makers to have a tool ready to use

Oskar Bordeaux

Archive Ouverte a LUniversite Lyon 2

SAM;  the Arts et Métiers ParisTech open access repository

Science Arts & Métiers (SAM)
is an open access repository that collects the work of Arts et Métiers ParisTech
researchers and makes it freely available over the web where possible.
This is an author-deposited version published in: https://sam.ensam.eu
Handle ID: .http://hdl.handle.net/10985/13476
To cite this version :
Clément GENTY, Henri SAMIER, Jean-Manuel GAGET, Simon RICHIR - Does Mc Donald's
properly manage its domain names ? Time managagement : proposal of the iceberg method for
domain name categorization - In: CONFERE, Hongrie, 2018-07-05 - Confere - 2018
Any correspondence concerning this service should be sent to the repository
Administrator : archiveouverte@ensam.eu
Science Arts & Métiers (SAM)
is an open access repository that collects the work of Arts et Métiers ParisTech
researchers and makes it freely available over the web where possible.
This is an author-deposited version published in: http://sam.ensam.eu
Handle ID: .http://hdl.handle.net/null
To cite this version :
Simon R RICHIR, Clément GENTY, Henri SAMIER, Jean-Manuel GAGET - Does Mc Donald's
properly manage its domain names ? Time managagement : proposal of the iceberg method for
domain name categorization - In: CONFERE, Hongrie, 2018-07-05 - Confere - 2018
Any correspondence concerning this service should be sent to the repository
Administrator : archiveouverte@ensam.eu
CONFERE’18/N° 
CONFERE’18 
5 ET 6 JUILLET 2018, BUDAPEST, HONGRIE. 
DOES MCDONALD’S PROPERLY MANAGE ITS 
DOMAIN NAMES ? TIME MANAGEMENT : 
PROPOSAL OF THE ICEBERG METHOD FOR 
DOMAIN NAME CATEGORIZATION 
Clément Genty12, Henri Samier1, Jean-Manuel Gaget2, Simon Richir1 
1  Laboratoire LAMPA, Arts & Métiers ParisTech, 2 boulevard du Ronceray, 49100 F-
ANGERS 
2 Nameshield, 37 boulevard des Capucines, 75002 F-PARIS 
Keywords: Domain Name, Time Management, Attention Management, Valuation 
1 INTRODUCTION 
Domain Names are intangible assets used by every Internet users since 1986. Their value, 
correlated to their importance for the communication field and the information system. But while we 
are in a period where we connect factories to the Internet, the domain name remains the link 
between the company and the Internet. It is thus a need for decision makers to have a tool ready to 
use. 
2 HISTORY AND INTEREST 
Invented in 1983 and presented by Paul Mockapetris through the Request For Content 882[1] 
and 883[2], the Domain Name System is an alphanumeric tool used in order to give trust through the 
Internet. 
The development of the industry 4.0 and more globally the digitalization of our economy gives to 
Internet a central point for economical development. Therefore, valuation, financial or not, is going 
to be developped.   
2.1. A need for a method 
2.1.1. State of Art 
The state of art concerning the domain name management remains thin. According to the ISO 
10668 norm, there are three approaches to valuate an intangible assets like a brand: the Market, Cost 
and Income approaches. 
Using this method to valuate domain names, we can consider that the market approach is the 
most common one. A second market exists and the price of the domain name is given because of its 
semantic. 
Auctions-based websites and valuation tools usually process by giving a value because of the 
interest of the characters : number of words, length, meaning, trending, a lot of of settings are used 
even if no any scientifical method exists. 
The technical aspect of the domain name is not developped in the scientifical litteracy. In 
2016, the loss aspect was used in order to have an idea of what technical development is lost [3]. 
According to this paper, the income aspect can be given due to a combination of traffic, average 
basket and purchase rate. 
CONFERE’18/N° 
3 PROPOSAL 
Because the domain name has a visible shape, the semantic, and a hidden one, the criticality, 
we suggest to use a method using these two axes, named Iceberg method. Using two rates, each one 
being rated from zero to one, the position of the domain name will be possible according to the X- and 
the Y- axes.  
Figure 1.  Iceberg Method 
The definition of semantic and criticality ratings must be done with caution : the charge of the 
domain name evolves with time and the ‘1’ rating has to be given to the most important value of the 
sample. 
Four cells exist, 1-2-3-4, and management of the domain name has to be done according to its 
cell location : 
Cell Location Designation Management 
1 Critical To be strengthened 
2 Vital To be strengthened and a registration strategy has to be done 
3 Dilemn Thought of not renewal 
4 Pepit If trademark: keep it. If not, for sale 
4 EXAMPLE OF APPLICATION : MCDONALD’S 
4.1. Presentation of McDonald’s 
McDonald’s is typically the company concerned by Internet. At a time where every consumer 
decides where he should eat by surfing on the Internet, the biggest restaurant in the world has to be 
present. 
Historically, brothers ‘Dick’ and ‘Mac’ McDonald opened their restaurant in 1940. Fifteen 
years later, it was the first time that a restaurant used the Golden Arches design : it was located in Des 
Plaines [4]. 
CONFERE’18/N° 
In 1994, a journalist of Wired asked the PR department of McDonald’s why the do not register 
MCDONALDS.COM which was, at this time, available. The answer, «  Are you finding that the 
Internet is a big thing » [5] appears to be colorful in 2018.  
Given the fact that McDonalds’s has withdrawn the project of using two Top Level Domains 
dedicated to the company [6] [7], we can conclude that McDonald’s is going to keep its wallet of 
domain names and thus will need to manage it. 
4.2. Presentation of the domain names wallet 
McDonald’s, due to its history, used several names to describe its activity: Golden Arches, the 
symbol, McDonald’s, its brand, MCD, its ticker symbol, also used for emailing,… 
Given the fact that McDonald’s is a name commonly used as a familiy name, the brand had to 
register and to deal with domain names registered for a private purpose. It means that McDonald’s has 
an important wallet of domain names and is an excellent candidate for the interest of the management 
by the Iceberg method. 
5 X-AXIS : SEMANTIC 
Semantics is the oldest valuation method. Indeed, a domain name is above all a name and a name 
corresponds to a value. The examples of SEX.COM, MUTUELLE.FR or FB.COM are three 
examples. 
6 Y-AXIS : CRITICALITY 
Once the domain name is acquired, an infrastructure develops: links, mail servers, and content are 
developed, bringing SEO, and reputations. 
7 A THIRD INDICATOR : TRAFFIC 
Traffic is a recognized indicator and a differentiating element to indicate the operational reality of a 
website, and therefore of a domain name. 
CONFERE’18/N°  
8 APPLICATION FOR MCDONALD’S 
 
 
Figure 2.  Iceberg Method – Application to McDonald’s 
 
7.1. Interpretation of the result 
 
 The domain name can be considered as a digital brand : the semantic is important and the 
typosquatting, represented by ‘MCDONALD.FR’ shows that the asset has to be kept for a 
long time, while has not to be technically developped ; 
 ‘GOLDENARCHES.COM’ represents an historical brand : the domain name is registered but 
not used, but has to be maintened into the wallet ; 
 On the other side, ‘MCD.COM’, not well known by a lot of Internet users, should be 
strenghtened due to its criticality ; 
 Finally, ‘MCDONALDS.COM’ is the main brand name and is critical : used in 
communication, marketing and information system fields, the most developped name of the 
wallet has to be managed with high precaution. 
 
8 CONCLUSION 
 
 Begging on a need to domain name management, the Iceberg Method is the first model and is 
ready to be used for international brands. The importance of the size of domain names wallets is going 
to need logarithmic axes.  
 
 This proposition has to remain open source in order to become a standard in intangible assets 
management. 
 
 A third axis can tomorrow bring an interesting visualization to this method: compliance with 
naming rules. Indeed, the commercial policy of domain names being liberal, it is advisable to carry out 
preventive deposits because of various factors: risky TLD because of the absence of recovery 
procedures, TLD known in the UDRP/SYRELI statistics, sectoral TLD,... 
The scale will thus provide an indication of the status of the name in relation to the naming policy. 
Case to follow. 
CONFERE’18/N°  
REFERENCES 
 
[1] Mockapetris, P., RFC882, (1983), [Online], https://tools.ietf.org/pdf/rfc882.pdf 
 
[2] Mockapetris, P., RFC883, (1983), [Online], https://tools.ietf.org/pdf/rfc883.pdf 
 
[3] Genty, C., Samier, H., Richir, S., ”La valorisation des actifs immatériels 
numériques , une pratique nécessaire. Revue des méthodes existantes et 
proposition d’une analyse technico-économique”, (2017), 15e Congrès de 
l'Institut International des Coûts et 4è Congrès transatlantique de Comptabilité, 
Audit, Contrôle et Gestion des coûts ISEOR 2017, Lyon, France, 22-23 june 2017 
 
[4] Badal, A., McDonald’s Corporation - 2015 (MCD), (2017), Academic Journal of 
Business, Administration, Law and Social Sciences - IIPCCL Publishing, Graz-
Austria 
[5] Quittner, J. Billions Registered, (1994), [Online], 
https://www.wired.com/1994/10/mcdonalds/ 
 
[6] ICANN, .mcd Registry Agreement – Terminated, (2017), [Online], 
https://www.icann.org/resources/agreement/mcd-2015-07-30-en 
 
[7] ICANN, .mcdonalds Registry Agreement – Terminated, (2017), [Online], 
https://www.icann.org/resources/agreement/mcdonalds-2015-07-30-en 
 
Main contact : Clément GENTY 
Contact Information : 
 Laboratoire LAMPA, Arts & Métiers ParisTech, 2 boulevard du Ronceray, 49100 F-
ANGERS, clement.genty@ensam.eu 
 Nameshield, 37 boulevard des Capucines, 75002 F-PARIS, 
clement.genty@nameshield.net 
 


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Does Mc Donald's properly manage its domain names ? Time managagement : proposal of the iceberg method for domain name categorization

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SAM : Science Arts et Métiers

Archive Ouverte en Sciences de l'Information et de la Communication

Oskar Bordeaux

Archive Ouverte a LUniversite Lyon 2

SAM; the Arts et Métiers ParisTech open access repository