Software domains

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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• 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


Share and sell your software w/a .SOFTWARE #domain! Register: (URL)


Create a name for yourself online w/a .SOFTWARE #domain! Register: (URL)


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


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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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.


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.

Email


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.


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.


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

[email protected]

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

Documents

Software domains