8. What are the challenges?
• Lack of growth?
– You’re not alone – economic downturn => more
deletes
• Lack of adoption?
– Is your ccTLD THE ccTLD for your region?
• Competition?
• .com kicking your ass?
• New TLDs on the horizon (or coming over it)
12. What do you want?
• Growth?
– Focus should be on sustainable growth not just
quick “wins”
• Profit?
– Are you a for profit or non-profit?
• Funds?
– More sales => more revenue => reinvest in funky
stuff (look at Nominet + SIDN’s foundations, .me
social stuff in .me)
17. You’re a ccTLD so you’re in this for the
long haul ( we assume!)
18.
19. What do registrars want?
•
•
•
•
•
•
•
To make money
To sell as much as possible
To upsell
Simple policies
Consistent policy
Stable registries
To make money
(yes – that’s all we really care about)
22. What do registrars want?
• Clear + timely communications
– On everything
– Operational
– Marketing
– Policy
– Sharing information + being transparent => better
23. What do registrars want?
• To make money
• Registrars are commercial entities
– That is NOT a bad thing – honest!
– They will offer better customer service than you
can
– They will always want to serve customer demand
(that’s how they make money!)
24. Different Types of Registrar
• Mass market / Consumer (Godaddy,
Name.com, Blacknight)
• Corporate / Brand / Trademark (MarkMonitor,
CSC)
• Reseller focussed (eNom, 1API, Key Systems)
25.
26. Different Types of Registrar
• Different clients
• Different interests
• Different needs / pain points
27.
28. What do registrars hate?
•
•
•
•
•
•
Complex policies
Inconsistent policies
Unclear communication
No communication
Weird treatment
Flaky registries (think NOT stable)
29.
30. Is There a gap between you?
• You love your ccTLD
• You might not be commercially oriented?
• You might be interested in something more
academic / theoretical
• Registrars probably aren’t ..
31. What kind of relationship should you
have with registrars?
• Close but not “monogamous”
• For many registrars you are not their only
partner
• This is not a bad thing .. ..
• Work with them – not against them
32. Do you understand their problems?
• Do you work with registrars?
• Do you “speak” registrar?
– What motivates them? Why?
• Do you know what they’re doing?
• Do you know why they’re doing it?
• Have you thought to ask??
35. KISS
• KISS – Keep It Simple Stupid
• Marketing + promotions need to be as simple
as possible
• You are NOT the only registry they’re dealing
with
• If your plans are complex => harder for
registrar to adopt
• Don’t make us think!
36. Use Technology they know
•
•
•
•
EPP works – use it
Don’t be “clever” – that’s actually dumb!
Don’t confuse things
You can keep your identity but you should
adopt “best practices” (look at .co or .me)
40. What is your ccTLD’s identity?
•
•
•
•
What does your ccTLD say?
What is the messaging?
Who is the target audience?
Is it secure? Stable? Fun? Business friendly?
Family friendly? Corporate only?
• What are you pushing?
41. What are you marketing?
• The country code or the registry?
– Hint – it should be the country code
How / where are you marketing?
Why are you spending that money?
Why aren’t you spending that money?