Latin American ccTLD Distribution strategies - ICANN 53 presentation
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A presentation made by Siddharth Taliyan on how ccTLDs in Latin America can make the most out of their resources to expand their distribution network and further strengthen their ccTLD growth.
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Latin American ccTLD Distribution strategies - ICANN 53 presentation
- 1. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 1 ccTLD Marketing & Distribution Presented by: Siddharth Taliyan
- 2. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 2 Internet Penetration Data Region Internet Users (as of Dec 2000) Internet Users (as of Jun 2014) Internet User Growth (2000 – 2014) Current Internet Penetration Africa 4.5 Mil 297.9 Mil 6,498.6% 26.5% Asia 114.3 Mil 1,386.2 Mil 1,112,7% 34.7% Europe 105.1 Mil 582.4 Mil 454.2% 70.5% Middle East 3.3 Mil 111.8 Mil 3,303.8% 48.3% North America 108.1 Mil 310.3 Mil 187.1% 87.7% Latin America 18.1 Mil 320.3 Mil 1,672.7% 52.3% Oceania 7.6 Mil 26.8 Mil 251.6% 72.9% Source: internetworldstats.com
- 3. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 3 Internet Penetration Data Advanced v/s Emerging Economies
- 4. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 4 Historical & Projected Trends Internet User Distribution 8%
- 5. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 5 TLD DISTRIBUTION STRATEGY
- 6. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 6 TLD Distribution Strategy • Domains are sold only through Registrars • There’s one PROBLEM with this!
- 7. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 7 TLD Distribution Strategy The way we use and the way we consume the internet has changed
- 8. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 8 TLD Distribution Strategy Your ccTLDs vs Others <image showing the storefront of different products we used in the VI Big Idea PPT>
- 9. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 9 TLD Distribution Strategy Registrars choose which TLDs they want to focus on selling
- 10. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 10 Traditional Distribution Strategy Registrants are now spoilt for choice too
- 11. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 11 Let’s Quickly Look At Two Purchase Scenarios..
- 12. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 12 He visits a Partner Registrar’s website from your List of Registrars Scenario 1 You Promote your TLD extensively to your Target Market A potential Registrant visits your Registry Website He searches for “mydomain.fantastic” He sees 100s of other options on the Registrar’s website Confused, he doesn’t buy any domain OR He ends up buying some other domain “mydomain.awesome” Purchase Pipeline 0%
- 13. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 13 Scenario 2 You Promote your TLD extensively to your Target Market A potential Registrant visits your Dedicated TLD Storefront He searches for “mydomain.fantastic” Purchase Pipeline 80%
- 14. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 14 Scenario 2 You Promote your TLD extensively to your Target Market A potential Registrant visits your Dedicated TLD Storefront He searches for “mydomain.fantastic” He BUYS “mydomain.fantastic”! Purchase Pipeline 100%
- 15. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 15 What Are The Implications?
- 16. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 16 What Are The Implications? • Severe competition for visibility on the Registrar’s storefront • Registries will need to compete for marketing support from Registrars • Registries will need to rethink Distribution Channel Management & Marketing
- 17. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 17 So what do You do?
- 18. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 18 So what do You do? • Take control of distribution and ensure success • Reduce dependability on third party Registrars • Reach out directly to customers and address their needs • Enable local resellers who are well positioned to sell your ccTLD to your Target customers
- 19. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 19 What is the Ideal Solution?
- 20. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 20 What is the Ideal Solution? Models Get the Best of both!
- 21. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 21 How can your ccTLD achieve its Full Potential?
- 22. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22 How can your ccTLD achieve its Full Potential? 1. Start a Flagship Storefront for your ccTLD 2. Build a Reseller / Distribution network unique to your ccTLD 3. Automate all business functions 4. Sell additional Web Presence Products
- 23. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 23 How can your ccTLD achieve its Full Potential? 1. Start a Flagship Storefront .Your ccTLD
- 24. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 24 How can your ccTLD achieve its Full Potential? • Think about Customer retention – Domain suggestions in the same ccTLD on your storefront – Engage with customers – Customer service and direct feedback through storefront • Create Special offers on your exclusive storefront 1. Start a Flagship Storefront
- 25. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 25 How can your ccTLD achieve its Full Potential? • Create a wholesale network for your ccTLD • Distributors who have already built a relation with your customers, and have ready access to them 2. Build a unique Distribution network
- 26. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 26 How can your ccTLD achieve its Full Potential? • Automate all business critical functions: Provisioning, Sales, Marketing and Finance • Ensure the platform you choose is one that has evolved over the years and has a comprehensive support system around it 3. Automate all Business Processes
- 27. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 27 How can your ccTLD achieve its Full Potential? • Sell high-margin products such as: – Email Hosting – Web Hosting – Digital Certificates – Website Builders • Boost average revenue per customer • Increase customer stickiness 4. Sell additional Web Presence Products
- 28. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 28 Proof of Concept
- 29. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 29 .MN Registry (ccTLD of Mongolia) No. of Registrars selling .MN domains 10 years ago – 2 Total no. of .MN domains under the registry 10 years ago - 3328 No. of Registrars selling .MN domains today - 69 Total no. of .MN domains under the registry today - 16189
- 30. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 30 About LogicBoxes • The LogicBoxes System powers: • Our ccTLD Partners include: Datacom .COBelizeNIC .HN
- 31. CLICK TO EDIT MASTER STYLE • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 31
Editor's Notes
- Vivek Notes: First call on the fact hoe the no of internet users are exploded in so many regions. Call out to specific regions (based on webinar time slots) Then call on to current internet penetration of these regions End saying that there is still a lot of scope of internet user to grow in these regions (to be continued in next slide)
- If we analyze the demography, we see that about 70% of the population from Developed Regions like NA and EU is ONLINE and only about 20% of the population from Developing regions has access to Internet as of today. In a way, this is a good thing for new gTLD applicants because as more and more individuals from these emerging economies go ONLINE, they would come to learn of the internet which has hundreds of Top Level domains and would grow to adapt to this user experience. Hence, they would be more appreciative of the new gTLD namespace. The next logical question would be “are the emerging markets EMERGING fast enough to have a decisive impact on new gTLD namepace??”. The answer is … so far … YES!