New Branding for ‘.hk’ Domain and Continued Decrease in Incidence of ‘.hk’ Misuse
HKIRC demonstrates its commitment to best serving changing needs of Internet community

HONG KONG, May 21, 2009 – Hong Kong Internet Registration Corporation Limited (HKIRC), a non-profit making organisation endorsed by the Government of the HKSAR to oversee the administration and assignment of the Internet domain names ending with ‘.hk’, today unveiled the new branding of ‘.hk’ and presented the company’s latest initiatives in promoting Hong Kong as an international e-commerce centre and Internet hub. The company also announced the numbers of spamvertising and phishing cases using ‘.hk’ domains, which have continued to decrease in the year from May 2008 to April 2009.

New branding of ‘.hk’
Aiming to popularise the ‘.hk’ domain name with the public, particularly multinational corporations (MNCs), small and medium enterprises (SMEs) and the younger generation, and to better address the ever-changing world of the Internet, HKIRC today unveiled its new branding at a ceremony hosted by Mr. John Estmond Strickland, GBS, JP, Chairman, and Mr. Jonathan Shea, CEO of HKIRC, with Mr. Jeremy Godfrey, Government Chief Information Officer, as the officiating guest.

The new branding includes a new logo with a visualisation of multiple parties interacting and exchanging information and the tagline ‘Netting the World’ , symbolising ‘.hk’ as a connection and a network, while portraying movement, flexibility and progressiveness. The logo highlights the key brand attributes of a ‘.hk’ domain name: ‘connecting’, ‘dynamic’, ‘leadership’ and ‘local community’. The new brand aims to position Hong Kong and ‘.hk’ together as a unique point of convergence for the Internet world.

This is the first time HKIRC has modified its branding since its inauguration in 2002. The new image is based on the results of in-depth market research and benchmarking studies conducted last year.

HKIRC has always been dedicated to Internet development in Hong Kong to serve the best interest of the public and the growing community of Internet users. The newly branded ‘.hk’ domain name highlights its role as the linchpin for Hong Kong’s role as an international Internet hub and a global e-commerce centre, underscoring the immense value it delivers to businesses and individuals. It helps local enterprises to go global and multinational companies to connect with their local audiences and enables users to define and shape their identities and images in creative ways with progressive and wide-ranging product offerings. ‘.hk’ represents an open platform that is ever developing, meeting new challenges, breaking new ground and extending the frontiers of the Internet.

“HKIRC is very excited to announce the new branding of the ‘.hk’ domain name. We believe that this new branding of ‘.hk’, with its more distinctive and dynamic brand attributes and positioning to represent our mission, services and company ethos in serving the Internet community, will help further promote the use of the Internet among the community. With the emergence of Web 2.0 and talks on Web 3.0 already underway, we are witnessing a dynamic transformation of the way we live and do business,” commented Mr. John Estmond Strickland, GBS, JP, Chairman of HKIRC.

Fostering a safe Internet environment
At today’s event, HKIRC also released the latest figures for ‘.hk’ phishing and spamvertising cases from May 2008 to April 2009. According to the ‘.hk’ Domain Name Spamvertising & Phishing Report for this period, a monthly average of 7.6 such cases was recorded, while in the past 6 months, a monthly average of only 4.1 cases was recorded. This reflects a sustained and significant improvement in ‘.hk’ security, as a result of the close cooperation with other monitoring authorities and the stringent measures taken by the company to combat malicious activities in recent years.

In another recent initiative to further promote Hong Kong as an international centre for e-commerce and enhance the confidence of users in the online identity of ‘.hk’ websites that benefits Internet users and businesses with a ‘.hk’-enabled online presence, HKIRC is collaborating with E-Mice Solutions (HK) Limited, the operator of e-Cert services for the Hongkong Post Certification Authority, to promote the ‘Trusted.hk’ scheme, which aims to make it easier for Internet users to identify the owners of ‘.hk’ websites. Under the scheme, ‘.hk’ websites with genuine identities and legitimate ownership of their brands are awarded the icon that verifies the identity of these websites. To encourage participation, a promotion for new applications for the ‘Trusted.hk’ scheme is on offer from now until 31 December, 2009. Applicants can enjoy a joint bundle of one ’.hk’ domain name and the corresponding e-Cert (Server) for HK$2,500 per year.

“The ‘Trusted.hk’ scheme is just one of our ongoing efforts to combat malicious websites using the ‘.hk’ domain and it effectively demonstrates our dedication under this new brand,” said Mr. Jonathan Shea, CEO of HKIRC. “HKIRC will continue to roll out new initiatives in keeping with its mission of ‘everyone has a domain name’ while ensuring a safe Internet environment for Hong Kong.”

-End-

About HKIRC
Hong Kong Internet Registration Corporation Limited (HKIRC) is a non-profit making organisation endorsed by the Government of the HKSAR to oversee the administration and assignment of the Internet domain names ending with ‘.hk’. HKIRC provides registration services for the English domain names ending with ‘.com.hk’, ‘org.hk’, ‘net.hk’, ‘edu.hk’, ‘gov.hk’, ‘idv.hk’, ‘.hk’ and Chinese domain names ending with ‘.公司.hk’, ‘組織.hk’, ‘網絡.hk’, ‘教育.hk’, ‘政府.hk’, ‘個人.hk’, ‘.hk’, and other domains to be introduced from time to time in Hong Kong.