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DomainDisruptionUli Retzlaff
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
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2012 – 1930 applications 292 applications withdrawn.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.
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+)
Expectations
RevolutionInnovationNew marketsLocalization (IDNs)
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
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
Business Models
• Geographical and cultural links
• Easy to identify with TLDs
• Cities boost public services
• Overlap with local cctld
• Complex registration rules
GEOTLDs
Business Models
• New Markets
• New Users
• New Uses
• Technically more complex
• Risk of excluding users
(all spoke english before)
• Universal acceptance
IDNTlds
Status ReviewSunrise: Overall Dissapointing
3.4 Million registered
General Development: Not overly exiting
Renewals to come
Why is that?
• Too many domains at once
• Storefront presentation
• Newsletter every two hours
• Registrars sell existing TLDs
Registry Issues?!
• Registration Policies
• New Domains are costly
• More costly than traditional
add-on services
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
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:
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:
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.
New Domains needAttention & Love
Thank [email protected]
Marketing TrendsLauren Price
The domain industry has been busy.
1400 new TLDs
And we are worried about this: Customer Confusion
Confused customers don’t buy!
Preventing confusion has resulted in major changes
Storefront Strategies
Domain Drop Down Menu
Why?Customer Confusion
Confused customers don’t buy!
Search Bar
As a registry, we know our marketing tactics have to change as a result.
B to B B to C
Why?Customer Confusion
1400 new TLDs
Confused customers don’t buy!
.NYC on Taxis in New York
.website on a truck in Los Angeles
.fitness at a heath & fitness event
.attorneyat a bus station
.org tv ads in India
.org domains will have doubled
at the end of 2014 vs 2009
Video Advertising to consumers
And that strong message continues into 2015 with a new .org television ad.
Your storefront real estate is
value and limited.
It is important you make
smart choices on what
domains to carry and
promote.
Helpful questions to consider
for your business:
• How will you decide what to
carry?
• How will you organize your
storefront to prevent confusion?
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?
• 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?
The opportunities in front of
us are exciting!
Make smart and educated
choices.
ThankYou!