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New gTLDs: The Practicalities of a Domain Launch

New gTLDs: The Practicalities of a Domain Launch. Roland LaPlante Senior Vice President and CMO Afilias February 11, 2014. New gTLDs: A Quick Background.

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New gTLDs: The Practicalities of a Domain Launch

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  1. New gTLDs: The Practicalities of a Domain Launch Roland LaPlante Senior Vice President and CMO Afilias February 11, 2014

  2. New gTLDs: A Quick Background • 2001 - 2004: ICANN allowed 14 new generic Top Level Domains (gTLDs) into the Internet (info, mobi, pro, aero, asia, biz, cat, coop, jobs, museum, name, tel, travel, xxx) • 2011: ICANN approves new program to allow virtually unlimited applications for new gTLDs • 2012: 1930 applications submitted for new gTLDs • Brands, Cities, Generics, Communities, etc. • 2014:IDNs, cities, generics begin to go live. More than 100 now live in the “root” and hundreds more to go live in the near future.

  3. These launches yield important learning • Domain market is finite — but growing — in the short term

  4. Share or market expansion? • Market is growing about 10% annually since 2009 • +27M names per year • … includes ccTLDs and com/net—tough competition • 16 new TLDS have gained a 7% market share to date

  5. Broad appeal TLDs: volume Broad appeal = cities, generics, .IDNs • Only .ME has sold >1M names since .MOBI

  6. Broad appeal TLDs: distribution • Distribution is critical to nTLD success 6 TLDs 100 - 400

  7. Broad appeal TLDs: adoption • Success eventually found in USAGE • … and traffic (harder to measure) • Usage drives renewals

  8. Broad appeal TLDs: learnings • Volume: large volume will take time • Distribution: • Get your distribution right at the beginning • Distribution>awareness>sales>usage> acceptance>more sales • Launch is the BEST reason to offer your TLD NOW • If launch is slow, momentum will be hard to regain • ICANN cannot compel registrars to carry you • Channel knowledge is essential • WHO to talk to; WHAT to talk about • Adoption: • nTLDs are new product launches (must build awareness/trust) • What makes you unique and better? • Monitor indicators (usage/traffic/other) • Admin: do policies right, once

  9. .BRANDS are different • Volume not the key • Distribution not as critical (or even desired) • Adoption IS KEY • Usage trend must be planned and controlled • How to (eventually) migrate all that .com traffic? • Do NOT give up your heritage sites (e.g. .com) yet! • Every brand will be different • Many lessons yet to be learned, but experience still counts

  10. Brand TLDs: real and inherent benefits! • If you applied, you are a VISIONARY! • Brand Owners are Registry Operators, who can control • Eligibility: WHO is allowed to use a domain name in their TLD • Usage: HOW each name is used • Rewards/penalties: YOU can take the site OFF the Internet • DNSSEC: Technical encryption is REQUIRED by ICANN for EVERY new TLD to stymie hijacking and phishing • At last… Control and Security!

  11. Be Advised … • If you don’t have your own domain — or plan to get one in the next round — your competitors likely will have one • The competitive advantage places TLD owners literal years ahead in establishing unique Internet presence • Potential results of owning a domain: • Migrating customers to your own social network(s) • Controlling “big data” about YOUR customers • Establishing brand as an innovator in digital space • Reinforcing consumer trust in your brand

  12. Beyond your business strategy: administrivia! • Having a business strategy for domain of paramount importance • ICANN “regulates” the Internet naming system. It will “regulate” you as an “ICANN Designated Registry Operator”: • Compliance • Policies • Security

  13. Compliance • ICANN-required Registry Website • ICANN Point of Contact • Trademark Clearinghouse (TMCH) Coordination • Registrar Accreditation and OT&E • Registry Analytics and Reporting • 24x7x365 Customer Service Support • URS Procedure Compliance • Registry Code of Conduct Compliance

  14. Policies • ICANN Policy Issues • IP Rights Protection Administration • TMCH (Trademark Clearinghouse) • URS (Uniform Rapid Suspension) • PDDRP (Post Delegation Dispute Resolution Procedure) • More … • Escrow Coordination • Registry-Registrar Agreement Compliance

  15. Security • Security Policy Administration • Website Security Section • ICANN Security Reporting • Abuse Point of Contact • Security Feeds and Subscriptions

  16. Other Security Considerations • Phishing • SPAM • Malware • Botnets • FastFlux • … even if you don’t expect any!

  17. Nothing’s Impossible … but Knowledge is the First Step • Build your brand’s education so you can educate your consumers effectively and take the leadership role • Digital Marketing & gTLD Strategy Congress NYC, March 3-4, 2014 • www.gtldworldcongress.com • Afilias is a proud sponsor • www.afilias.info

  18. Questions? For a copy of this presentation, please send an email to: matt@momentumevents.co or rlaplante@afilias.info

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