StarHub to Acquire '.starhub' New Top-Level Domain

StarHub selects ARI Registry Services and Melbourne IT DBS to help secure '.starhub' in its latest branding strategy

2nd February 2012

2nd February 2012 - Singapore: StarHub, a fully integrated info-communications company in Singapore, today announced it will apply for its own branded slice of Internet real estate as part of the revolutionary new Top-Level Domain program, which is set to change the way Internet users navigate the web.

StarHub has partnered with technical registry provider ARI Registry Services and digital brand management services provider Melbourne IT Digital Brand Services (DBS) to help it apply for and operate its '.brand' domain name.

In applying for '.starhub', StarHub joins other leading brands such as Canon, Deloitte and Hitachi in announcing plans to participate in the Internet Corporation for Assigned Names and Numbers' (ICANN's) new Top-Level Domain program, which opened for applications last month.

StarHub aims to create a branded, authoritative corner of the Internet devoted completely to its business interests under the '.starhub' Top-Level Domain. In future, consumers may see new website addresses such as 'mobile.starhub', 'tv.starhub' and 'broadband.starhub' introduced to the brand's marketing and advertising activity.

Mr Oliver Chong, StarHub's Assistant Vice President of Brand and Marketing Communications, explained the '.starhub' Top-Level Domain will position the brand as a leader in the region.

"Our '.starhub' new Top-Level Domain will cement the company's position as Singapore's most innovative info-communications company. We pride ourselves on being at the forefront of innovation and through this initiative StarHub is one of first companies in the region to publicly commit to the next generation of online navigation," Mr Chong said.

"We believe the '.starhub' Top-Level Domain will deliver clear marketing and advertising benefits to StarHub, such as improved online brand recall and a more intuitive consumer experience with easy to remember domain names such as 'mobile.starhub'. We also anticipate potential Search Engine Optimisation (SEO) benefits by operating a more targeted and relevant naming system that is clearly matched with our website content," he said.

"Ultimately, we believe '.starhub' will deliver increased consumer trust and loyalty in our digital brand and enable StarHub to future-proof its online presence."

Mr Adrian Kinderis, CEO of ARI Registry Services – the company chosen by StarHub to provide technical expertise and infrastructure for the initiative – said it was a bold step forward for the company and reinforces its position as a leader in online innovation.

"StarHub is an industry leader and operating a new Top-Level Domain will reinforce its position at the forefront of innovation within the online space. As a proven global registry solution provider, we are extremely excited to be chosen to help support the '.starhub' Top-Level Domain," Mr Kinderis said. "A simple, memorable and branded Internet domain name like '.starhub' will allow consumers to bypass search engines and go directly to the content they are looking for. I anticipate that this announcement by StarHub will open the floodgates for Asian brands to get on board with this exciting initiative and it will be a major boost to the local digital economy."

Mr Theo Hnarakis, CEO & Managing Director of Melbourne IT – the company chosen by StarHub to provide domain strategy and application consulting services – said the decision to apply for '.starhub' would deliver long-term benefits for the StarHub brand.

"The way consumers connect with brands online has changed dramatically in the past few years with e-Commerce booming, mobile Web browsing rising fast and social media usage expanding – all of which has provided brands with opportunities and headaches in equal measure. Vital to the future of nearly every modern company is the ability for customers to easily engage with the business online. Savvy brands like StarHub understand that fact and realise the cornerstone to their future online strategy lies in a '.brand'," Mr Hnarakis said.

The application window for new Top-Level Domains opened on 12 January and will close on 12 April 2012.

-ENDS-

Media Contact

Michael Korjen
Public Relations Manager
ARI Registry Services
Ph: +61-3-9866-3710
Email: michael.korjen@ariservices.com
www.ariservices.com

Tony Smith
GM Corporate Communications
Melbourne IT
Ph: +61-7-3230-7525
Email: pr@melbourneit.com.au
www.melbourneit.com.au

About StarHub

StarHub is Singapore's fully-integrated info-communication company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates Singapore's fastest two-way HSPA+ mobile network that delivers up to 21Mbps for downlink to complement its nation-wide GSM network, and an island-wide HFC network that delivers multi-channel cable TV services (including High Definition Television and on-demand services) as well as ultra-high speed residential broadband services. StarHub also operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore's fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services.

About ARI Registry Services

ARI Registry Services (formerly AusRegistry International) is one of the top companies globally with the technology and expertise to activate, implement and manage new Top-Level Domains. Leveraging ten years of experience as a TLD registry operator, ARI Registry Services will provide new Top-Level Domain applicants with the same software and consulting services that currently drive the .au (Australia), the .ae (United Arab Emirates), the .qa (Qatar) and .om (Oman) country codes. Additionally, ARI Registry Services is the first TLD registry to operate non-Latin, country code Top-Level Domains and a global leader in the continued innovation and expansion of the Domain Name System.

Visit www.ariservices.com or find out more about the new Top-Level Domain program here: www.beyonddotcom.info

About Melbourne IT Digital Brand Services

Melbourne IT Digital Brand Services (Melbourne IT DBS) helps organizations manage, protect and optimize their brands online to maximize the value of their online assets. Our expertise helps clients minimize risk and make smarter decisions in managing their online presence. Headquartered in Mountain View, California, Melbourne IT DBS maintains 15 offices in 10 countries. Melbourne IT DBS's 3,500+ clients include some of the world's most recognizable brands. Melbourne IT DBS is a division of the listed Melbourne IT Group (ASX: MLB).

For more information, visit www.melbourneitdbs.com