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Domain Disruption Uli Retzlaff

Domain Disruption

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Page 1: Domain Disruption

DomainDisruptionUli Retzlaff

Page 2: Domain Disruption

The not-for-profit manager of the .ORG domain,

an open, global domain name registry that offers

a unique home for organizations.

www.pir.org

Page 3: Domain Disruption

New Domains

In the root since October 2013Started with IDNs - Original aspect was to bring

the internet to new groups and languages

2012 – 1930 applications 292 applications withdrawn.

52 unlikely to proceed.

Page 4: Domain Disruption

New gTLD Status444 Delegated

*Source ICANN, December 7th

1176 passed (contracting phase)

540 signed

582 in process

54 awaiting response

410 not yet eligible

5 objections (GAC)

18 GAC advice

390 in contention (2+)

Page 5: Domain Disruption

Expectations

RevolutionInnovationNew marketsLocalization (IDNs)

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Business Models

- High Volume

- Visibility

- Domains as hook for other

products

- Registry image bad

- Lower perception of worth

for domain names

- No revenue for registry

- Tension in the industry

- Dilluting the perceived worth

of domain names

FreeTLDs

Page 7: Domain Disruption

Business Models

GenericTLDs

• Diversity of the namespace

• Better suited to new uses

(or to develop them)

• Understandable for the

public

• Com clones

• Too many generics

• TM holder issues

Page 8: Domain Disruption

Business Models

• Geographical and cultural links

• Easy to identify with TLDs

• Cities boost public services

• Overlap with local cctld

• Complex registration rules

GEOTLDs

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Business Models

• New Markets

• New Users

• New Uses

• Technically more complex

• Risk of excluding users

(all spoke english before)

• Universal acceptance

IDNTlds

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Status ReviewSunrise: Overall Dissapointing

3.4 Million registered

General Development: Not overly exiting

Renewals to come

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Why is that?

• Too many domains at once

• Storefront presentation

• Newsletter every two hours

• Registrars sell existing TLDs

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Registry Issues?!

• Registration Policies

• New Domains are costly

• More costly than traditional

add-on services

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Of 3 Mio scanned nTLDs:Parked Domains:

228.208

Temporary Page:

1.105.943

Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes

P

Page 14: Domain Disruption

Redirected Domains to a different TLD:

38.298

Redirected to a different website/ domain name:

140.562

Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes

Of 3 Mio scanned nTLDs:

Page 15: Domain Disruption

Inactive/ unreachable:

860.921

of which have a faulty redirect

11.428(intention good outcome bad)

Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes

Of 3 Mio scanned nTLDs:

Page 16: Domain Disruption

What’s the secret?Domains are just a box. It depends on what you put in it!

Move from an industry centered space to a consumer centered space.

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New Domains needAttention & Love

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Thank [email protected]

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Marketing TrendsLauren Price

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The domain industry has been busy.

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1400 new TLDs

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And we are worried about this: Customer Confusion

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Confused customers don’t buy!

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Preventing confusion has resulted in major changes

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Storefront Strategies

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Domain Drop Down Menu

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Why?Customer Confusion

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Confused customers don’t buy!

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Search Bar

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As a registry, we know our marketing tactics have to change as a result.

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B to B B to C

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Why?Customer Confusion

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1400 new TLDs

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Confused customers don’t buy!

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.NYC on Taxis in New York

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.website on a truck in Los Angeles

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.fitness at a heath & fitness event

Page 38: Domain Disruption

.attorneyat a bus station

Page 39: Domain Disruption

.org tv ads in India

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.org domains will have doubled

at the end of 2014 vs 2009

Video Advertising to consumers

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And that strong message continues into 2015 with a new .org television ad.

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Your storefront real estate is

value and limited.

It is important you make

smart choices on what

domains to carry and

promote.

Page 43: Domain Disruption

Helpful questions to consider

for your business:

• How will you decide what to

carry?

• How will you organize your

storefront to prevent confusion?

Page 44: Domain Disruption

Helpful questions to consider

for your business:

• How well do they know their

market?

• Can they size their market?

• Do they have market data to share with you?

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• What kind of marketing

investments are they pursing?

• What branding and awareness

efforts do they have underway?

• Do these activities appear to be

short term bursts or a long term

investments?

Page 46: Domain Disruption

The opportunities in front of

us are exciting!

Make smart and educated

choices.

Page 47: Domain Disruption

ThankYou!