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New Top Level Domains
Neal McPherson
1&1 Hosting Europe Media Event
28 August 2013
1
Introduction
Neal McPherson
Product ManagerNew Top Level Domains
2® 1&1 Internet AG 2013
What are TLDs? Top Level Domains
Right of the Dot 1and1.com
Second Level 1and1.com
Third Level hosting.1and1.com
3rd, 2nd, Top Level
TLD Fun Fact: Japanese & Arabic other way around
What are TLDs?
® 1&1 Internet AG 2013 3
650+ Generic nTLDs
Structure of TLDs today – and what‘s coming
® 1&1 Internet AG 2013 4
22 gTLD.com
~290 ccTLDs.us.fr.de
645 Brands.acer.bmw.zara
104 IDNS.点看موقع.
1381 nTLDs
Today Upcoming
150+ Biz.cafe.dentist.florist.hotel
65 Geo.berlin.london.nyc
65 Tech.web.app.email
…
~35TLDsoffered by 1&15
1998
ICANN wished to increase possibilities for people get a free domain name
Wanted to encourage innovation
Namespace is getting full
+ 110 million.com + 15 million.de + 10 million.uk
Why are new TLDs coming?
® 1&1 Internet AG 2013 5
Three Key Issues
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1. Awareness of the Subject
There is a lack of awareness of the subject in general.
SMEs must be aware of important TLDs that could affect online presence
Business owners as well as individuals, should inform themselves in general, as well as which domain names are important to secure for them
Low awareness SEDO Report, March 2013
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Low awareness: What is 1&1 doing?
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Trying to drive as much awareness as possible among SMEs and consumers
Television Spots
Print Advertising
Social Media
Education Articles
Print Ads
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Three Key Issues
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2. The external process is complex and exact launch timing not known
The external process is complex
The timing of when each TLD will start is not known
Business Relations and Contractual Overview
® 1&1 Internet AG 2013 11
Registry•Verisign•dot Berlin• United Tld-Holding
• ...
Registrant•Customer
TMCHTrademark Clearing House
Contract (1)• „Registry
Agreement“
Contract (n)• With sunrise
Backend Provider• Verisign• Demand Media• TLD Box• Neustar
Contract (1)• „Service
Contract“
Contract (n)• „Registry /
Registrar Agreement“
Contract RAA (1)• „Registrar
Accreditation Agreement“
Contract (n)• Domain 1• …• Domain n
Registrar•1&1
Team dedicated to closely following developments and to implement the nTLDs into 1&1‘s systems as carefree for our customers as possible
Complicated external processCurrent ICANN nTLD Launch Timeline
® 1&1 Internet AG 2013 12
13® 1&1 Internet AG 2013
Complicated external processWhat is 1&1 doing to help customers?
Once you pre-order a domain with 1&1, we ensure you are fully aware of the progress of your selections in the launch process for each registry
100% secure, transparent, confidential and quick as possible
Expert advice on hand
1&1 uses its Global scale to secure optimal domain prices
We have created a pre-Order process that ensures customers are kept informed of all steps.and removes external complications
The Pre-Order process also gives customers best chance of getting their desired online identity
Three Key Issues
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3. Huge ChoiceWhat TLDs are important for me and how can I get the relevant domains?
Many hundreds of TLDs to choose from. Which is right for me?
Must be aware of important TLDs that could affect online presence
Business owners as well as individuals should inform themselves in general, as well as and which domain names are important to secure for them
Huge choice?
15
AIM: Help our customers easily find the right domain name
® 1&1 Internet AG 2013
.blog .gmbh .cool .koeln .berlin .l
ondon .hotel .website .app .mobile .club .fashion .wedding .bank .blog .food .coffee .online .restaurant .fashion .pizza .shop .bar .news .reise .auto
16® 1&1 Internet AG 2013
Huge choice: What does it mean for customers?
New opportunities to gain short and memorable online identity
nTLDs tell a story that instantly signal to potential visitors and customers what your site or business is about
New possibilities for online branding from geographic or topical identities
Be better found in Search Engines
Can build a traffic driving portfolio more cheaply than in current environment
KEY CHALLENGE – SMBs need to inform themselves of when relevant nTLDs are launching across time and which domains are most important to secure
Short and memorable:
neal.blog, mcpherson.family, crete-trip.photos OR [email protected]
nTLDs tell a story :harris.hotel, smithelectric.london, jonespartners.law
Be better found in Search engines 123electric.com 345electric.com smithelectric.london xyzelectric.com
Traffic driving portfolio jonespartners.co.uk, jonespartners.law, jonespartners.london, jones.partnerspropertylaw.help, ukpropertylaw.expert
17
Huge Choice: New Domains in usage
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18® 1&1 Internet AG 2013
Top 10 TLDs per country
1. SHOP2. ONLINE3. WEB4. BERLIN5. HAMBURG6. GMBH7. APP8. BAYERN9. NRW10. MAIL
1. LONDON2. ONLINE3. WEB4. SHOP5. LTD6. APP7. WEBSITE8. BLOG9. WALES10. SITE
1. PARIS2. WEB3. BLOG4. ONLINE5. SITE6. ONLINE7. SHOP8. STORE9. LUXE10. MOBILE
1. WEB2. ONLINE3. MADRID4. BARCELON
A
5. BLOG6. TIENDA7. APP8. HOTEL9. VIAJES10. MAIL
1. ONLINE2. WEB3. SHOP4. BLOG5. HOTEL6. SITE7. ART8. SPORT9. CAR10. TAXI
1. WEB2. SHOP3. ONLINE4. APP5. BLOG6. SITE7. NEWS8. CLUB9. HOTEL10. ROMA
Huge choice: How is 1&1 simplifying this?
Business nTLDS.cafe.dentist.hotel.lawyer
Geo nTLDs.berlin.london.paris.madrid
Generic nTLDs.web.online.shop.mail
Interests nTLD.football.family.mum.music
Deep understanding of market with nine
local country teams
3 mill. online presences and
businesses
Deep understanding of more than 200
industries
Direct channel to>35mio consumers
Best consulting by industry & regional
competence
Biggest varietyof nTLDs
Best portfolio to make domains
successful
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Homepage nTLD Portal
20® 1&1 Internet AG 2013
TRUST
1&1 delivers to new gTLD registrants…
TIMELINESS
EXPERIENCE
WIDE SELECTION
INTERNATIONAL REACH
FLEXIBILITY
Agreements in place with ICANN
TV and print ad campaigns worldwide
Key player in raising awareness levels with SMB audiences
Why 1&1?
21
700 nTLDs to choose from Among the largest portfolio of
all providers
Localisation in 10 markets All regional nTLD launches
covered
1&1’s domain expertise accessible to users of other hosting platforms
Large-scale industry experience
Localisation in 10 markets
Less scrupulous providers can take advantage of SMBs’ expressions of demand
1&1 on top of every registry process Regular updates mean customers
wont miss a thing
® 1&1 Internet AG 2013