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Marketing Kit
Marketing Kit
2
Contents
Introducing .SOFTWARE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Market & Audience Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Our Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Messaging & Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Display Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Audience Engagement & Social Media . . . . . . . . . . . . . . . . . . . . . . . . . .9
Blog content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
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Introducing .SOFTWARE
The Vision
Software forms the building blocks of the world. We see .SOFTWARE at the
forefront in this next stage of the revolution. It will be the place online that
unifies this disparate group of technologically connected engineers, developers,
retailers and purchasers. That brings them together as a profession, as a group of
creatives, as visionaries. Setting them apart within their individual professions
and as members of one of the most integral sectors that exists today, and into
the future.
Compiling .SOFTWARE
The .SOFTWARE domain is literally speaking to this market in their own
language. It is made up of tech savvy, forward-thinking companies and leaders
eager to align themselves with a web presence that identifies them as industry
professionals. By the nature of their work, they will be easy to reach.
Software is developed as a communal effort by the creative minds behind
computer programs. Some develop applications and apps for computers
and other devices. Others create the underlying systems that run devices or
control networks. More still roll out these programs and apps into the world
through online and offline retail outlets. Software is big business across the
world – and it changes rapidly. As we move from databases to the cloud into
the Internet of Things, as software links everything in our lives from healthcare
to refrigerators, automobiles to mobile phones, there has never been a better
time to be involved in the business of software.
Software development, as an occupation in the US alone, is projected to grow
22% from 2012 to 2022, faster than the average for all other occupations.
The main reason for this rapid growth is a large increase in the demand for
computer software. As more and more people enter this disparate, specialized
occupation, finding a home online for like-minded individuals will become
more and more important.1
Outside of the US, India is considered a leading software outsourcing location
not just because of low costs, but also for the large English-speaking workforce.
The workforce is close to half a billion people, second only to China and three
times the size of the United States, and it’s growing.2
The immediate opportunity for the extremely specific .SOFTWARE TLD is its
appeal to the large number of sole proprietor, small software developers and
1 www.bls.gov
2 www.sourcingline.com/outsourcing-location/india
913,100
US Software
Developers
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consultants that comprise almost 15,000 companies in the US.3
Developers of apps for iPhone, Android and other mobile platforms make up
another large group who will look to a .SOFTWARE domain for marketing. It
will also attract valuable premiums for generic terms and high Cost Per Click
words for domain investors.
Market & Audience Overview
The market for.SOFTWARE includes:
• Publishers
• Developers – both firms and individuals
• Retailers and distributors – both online and offline
• Consultants
• Industry
• Outsource providers
• Domain investors
Market Snapshot
• Existing zone file registrations: 120,871
• Over 3 million people on LinkedIn identify themselves as software
• Individual Software developers (US): 913,100
• Businesses with ‘software’ in their name: 258,548
• Electronics and appliance stores: 50,803
• Computer and software stores: 10,428
• Software publishers: 8,275
• Outsourcing sector: Offshore outsourcing (IT and BPO): 47,000 million4
• Outsourcing sector: Exports of computer and info services: 46,687 million5
3 www.greatnotbig.com
4 NASSCOM, SourcingLine, 2009
5 IMF, 2008
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THE DISTRIBUTION OF SOFTWARE DEVELOPMENT COMPANY SIZE BY REVENUE6
REVENUE RANGE ($M) NUMBER OF COMPANIES
0 – 0.5 14,908
0.5 – 1 3,743
1 – 2.5 3,055
2.5 – 5 1,359
5 - 10 760
10 - 25 398
25 - 50 80
50 - 100 44
100 - 250 39
250 - 500 15
500 + 12
Auction Sale Prices
Premium Domains
We anticipate extremely high interest in premium domains in this TLD from
Internet savvy domain Investors, companies and individuals. Premium domains
include:
6 www.greatnotbig.com
$3,200,000software.com
$303,000software.de
crm.software • freeaccounting.software • download.software
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Our Marketing Strategy
Positioning
The new .SOFTWARE TLD both defines the industry and appeals to consumers
and businesses. It pinpoints software sellers and related services like
development, testing or installation. Software is a massive market and a widely
searched term, one that already appeals to the domain investor community.
Marketing Strategy
Rightside is committed to building the .SOFTWARE brand through a
combination of marketing programs, partnerships and outreach initiatives. Our
marketing strategy includes partnering with the right brands to build awareness
and market visibility.
Key Proposed Marketing Initiatives
We will target:
• Traditional software engineers and software companies publishing multiple titles
• The domain community for high-value category generics
• Small, single-product companies
• Existing registrants at launch and at renewal through email marketing
And promote at site during key launch phases.
Partnering
We will partner with computer and software-related trade associations to
introduce offering to members, such as:
• The Association of Computer Machinery
• IEEE Computer Society
Advertising
• Advertise and retarget through forums, blogs and other developer-related websites, such as:
• Ubuntu Forum
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7
• iPhone Dev SDK Forum
• PHP Freaks
• Webmaster Forums
• Dev Shed Forums
• Advertise on domain-related properties and top domain community blogs, like:
• Circle ID - www.circleid.com
• Domaining - www.domaining.com
• Domain Incite - www.domainincinte.com
• Domain Name News - www.domainnamenews.com
• Domain Pulse - www.domainpulse.com
• Domain Name Wire - www.domainnamewire.com
• Elliott’s Blog - www.elliottsblog.com
• PPC advertising on Linkedin, targeting software developers and software publishers
Messaging & Taglines
Messaging for .SOFTWARE emphasizes both the professional and retail sides of
the industry and addresses the needs of the various software markets:
• The TLD is the professional’s choice
• It is about credentials, education, standards and experience
• We see .SOFTWARE becoming the title of choice in technical fields
supporting coding, languages, programing, computer infrastructure and
app development
• It’s for thinkers and doers, and anyone who want to differentiate himself or herself online
• Thought leaders will want to be associated with it.
• Anyone who contributes to the profession or business will want it
• It’s for someone who shares his or her accomplishments
SOFTWARE DEVELOPERS AND PROGRAMMERS
Sell or Share, but always Succeed with a .SOFTWARE domain
Show them what you’ve got with a .SOFTWARE domain
Write yourself into the future with a .SOFTWARE domain
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SOFTWARE DEVELOPER SERVICES
Make it clear that software is your business with a .SOFTWARE domain
Be seen for your software with a .SOFTWARE domain
Develop your business with a .SOFTWARE domain
SOFTWARE PUBLISHERS AND RETAILERS
A .SOFTWARE domain helps your customers find you faster
Let the market find you with a .SOFTWARE domain
Build your niche business with a .SOFTWARE domain
Sell your software with a .SOFTWARE domain
DOMAIN INVESTORS
A .SOFTWARE domain + category provides global opportunities
Build a niche in the global market with .SOFTWARE domains
Open up to the global opportunities of .SOFTWARE
Build your business on .SOFTWARE domains
Display Ads
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Audience Engagement & Social Media
Blog content
Playing with big business
Anyone who thinks software is a game might be on to something big. Last year,
in just three days, the computer game Grand Theft Auto 5 took more than $1
billion worldwide, making it the most successful launch of any entertainment
property ever. A fair signal that the future of software doesn’t just belong in
labs, businesses or colleges. As we grow more and more to rely on software
for every aspect of our lives, the new .SOFTWARE domain is poised to bring
together the best and brightest software engineers, developers and business
people in one place online. We like to call it big game hunting.
SOURCE: http://uk.pcmag.com/news/12892/gta-5-sales-top-$1-billion-in-3-days
Tweets
SOFTWARE DEVELOPERS AND PROGRAMMERS
Share and sell your software w/a .SOFTWARE #domain! Register: (URL)
SOFTWARE DEVELOPER SERVICES
Create a name for yourself online w/a .SOFTWARE #domain! Register: (URL)
SOFTWARE PUBLISHERS AND RETAILERS
Create a bigger business online w/ a .SOFTWARE #domain Register: (URL)
DOMAIN INVESTORS
Invest in the next generation w/ a .SOFTWARE #domain Register: (URL)
Ad Concepts
SOFTWARE DEVELOPERS AND PROGRAMMERS
Sell or Share your software on the right domain
Find users online with a .SOFTWARE email and website. The new .SOFTWARE
Top Level Domain is the place for developers and programmers to promote
their work online.
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10
SOFTWARE DEVELOPER SERVICES
Let them know you’re in the software business
A .SOFTWARE website and email address lets colleagues and potential clients
find you online, and shows the world what you do, and what you have to offer.
SOFTWARE PUBLISHERS AND RETAILERS
Let your customers find you online with .SOFTWARE
The new .SOFTWARE TLD is designed for publishers and retailers to reach out
and be found. Sell more software with a domain people will search for.
DOMAIN INVESTORS
Discover a whole world of opportunities with .SOFTWARE
The new .SOFTWARE domain opens up a world of opportunities for domain
investors prepared to capitalize on the frontier of a whole new world. Make
the most of .SOFTWARE + Keywords.
SOFTWARE DEVELOPERS AND PROGRAMMERS
HEADLINE:
BODY:
Build your business online
The new .SOFTWARE domain is the place online to sell or
share your ware. It’s where you’ll find an eager, like-minded
body of software customers and enthusiasts ready to try your
work.
SOFTWARE DEVELOPER SERVICES
HEADLINE:
BODY:
Let the World Wide Web know what you do
The new .SOFTWARE domain identifies you as a player in the
software market and helps you attract clients and business.
SOFTWARE PUBLISHERS AND RETAILERS
HEADLINE:
BODY:
Reach the widest possible audience with .SOFTWARE
Create a bigger business online with clients in the know. A
.SOFTWARE domain and email address places you on the map
at the heart of the information industry.
Rightside and the Rightside logo are trademarks of Rightside Group, Ltd. in the United States and/or other countries.
© 2014 United TLD Holdco, Ltd. t/a Rightside Registry. All rights reserved.
Marketing Kit
Claire MasonChannel Manager
claire.mason@rightside.co
thank you!
DOMAIN INVESTORS
HEADLINE:
BODY:
There’s a whole new world of domains with .SOFTWARE
Do business with individuals and companies at the heart of
the Internet by investing in new .SOFTWARE domains + terms.
Contact Us
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