How to implement a City Top-Level Domain successfully 34. ICANN Meeting, 03 March 2009 Dirk Krischenowski, Founder and CEO dotBERLIN GmbH & Co. KG

Think Global – Market Local 90% of your Customers will be in your Metropolitain Region .nyc

Think Global – Market Local 90% of your Customers will be in your Metropolitain Region

cityTLDs ≠ gTLDs

cityTLDs ≠ gTLDs

cityTLDs will operate in the Public Interest

cityTLDs will operate in the Public Interest

No. of Domains ≠ Success of the TLD 752,418

752,418

Success = Domains/Websites in serious Use

Recommendation 1: Build a solid Multi-Stakeholder Community

Recommendation 1:

Build a solid Multi-Stakeholder Community

We are . berlin – The Top-Level Domain for Berliners dotBERLIN GmbH & Co. KG | Akazienstraße 2 | 10823 Berlin | Tel +49 30 49782354 | Fax: +49 30 49782356 | mail@dotberlin.de | www.dotberlin.de | Dez 2008 Michael Abel, Melda Akbas, Berkan Akbiyik, Ingrid Allnoch, Loginov Anton, Irina Antonova, Gert Augstin, Glen Barr, Anja Baumann, Martin Bechert, Liesbeth Beeckman, Volker Beier, Reinhard Berlin, Marco Berlin, Ralf Berlin, Bianca Berlin, Stefan Berlin, barbara berlin, Ralf Berlin, Ralf Berlin, Gerhard Berlin, Karsten Berlin, Brian Berlin, Jonas Berlin, Volker Berlin, Tobias Berlin, Tobias Berlin, Tobias Berlin, Antoni Berlin, Ulla Berlin, Beate Berlin, Marco Berlin, Uwe Berlo, Dominik Berton, Christina Bertrand, Marina Bertrand, Charlotte Bertrand, Christa Bertrand, Greta Bertrand, Shantu Bhattacharjee, Christoph Blase, Wolfgang Bongardt, Kim Booth, Silvana Borsutzky, Mark Bose, Martin Bothe, Anja Brühning, Joachim Brauer, Jan Brennenstuhl, TaHa Bulut, Oesge Celik, Aleksandar Cergovski, Simon Constantini, carol Cooper, Rafik Dammak, Gimeno i Ayuso David, Metehan Dedeoglu, Seda Dedeoglu, Frederik Dinkelaker, Fjodorovs Dmitrijs, Lukas Dorasi, Dr. Jürgen Wiederholt, Kati Drescher, Eileen Dutkowski, Falk Eckert, Björn Eilers, Dirk Elbel, robert elmes, Tanna Enderlein, Hendrik Ette, Uta Ewert, Jakobus Feldkamp, Boris Fitzner, Jule Foerster, Thilo Folkerts, Tonio Freitag, Nicolas Fuchs, Michael Fuchs, Michael Fuchs, Holger Fuhrmann, Andreas Gebhard, erwan gery, Wieland Giebel, Marco Giese, Klaus Goerner, Rene Gottschalk, Stefan Grill, Martin Grothe, Markus Grundmann, Frank Hägele, Wolfgang Hünnekens, Martina Hager, Christian Hampe, Olaf Hanke, Jan Hatterscheid, Alessa Hawliczek, Anja Hegner, Fabian Heidke, Stefan Heinemann, … People like you and me Partners Im Juni 2007 erhält dotBERLIN den Sonderpreis der deutschen Internetwirtschaft für Innovation. Der eco Internet Award wird jährlich an Unternehmen vergeben, die mit einem Produkt oder Projekt einen wichtigen Beitrag zum Erfolg der deutschen Internetwirtschaft leisten. „Die Einführung von .berlin ist konsequent“, sagte Harald Summa, Geschäftsführer des eco-Verbands. „Schon lange wissen wir, dass im weltweiten Internet das Prinzip ’business is local’ gilt, lokale Suche und lokale Angebote nehmen immer mehr zu. Demzufolge ist .berlin ein weiterer Schritt in die richtige Richtung und ein Zeichen für mehr lokale Identität im weltweiten Netz.“ Der Deutsche Bundestag und die Bundes-regierung unterstützen die Einführung von Top-Level-Domains für Städte und Regionen mit den Stimmen von CDU/CSU, SPD und FDP. Sponsors sowie die Privatpersonen Prof. Dietrich Winterhager, Gert Augstin, Sascha Boerger, Marko Dörre, Marwan Mannaa, Elisabeth Porteneuve, Antje Rabenalt, Andre T. Scholz, Alexander Schubert, Markus Tofote, Simone Wasner, Marc Wegner, Markus Erbach, Dieter Rau, Elisabeth Porteneuve, …

The Community is your Customer Government Authorities Institutions City marketing & Tourism organizations Registrars Creative Industry Business associations Citizens

Top-Down Supernodes Spreader Multiplicators

Recommendation 2: From Root to Market in a timely manner

Recommendation 2:

From Root to Market in a timely manner

Intelligent Name Space Management

Intelligent Name Space Management

Top-Level-Domain .berlin – Namespace Management Schedule Draft Jun 18th 2008 ICANN/IANA (aso, internic, …) 6 Tagged names (hypen at 3rd,4th position) Registry (www, whois, nic …) Other specifications (IDN, 1+2 letters...) Intern. Organisations (wipo, unesco, …) Illegal names (nazi, childporn, …) Country names and other WIPO II names Government (city, county, federal, …) 6 Authorities & administration names Institutions of tourism, culture, economy, … Registry operations (dot, domain, shop, …) … Yellow page domains 5 Community names like weather, maps, … 5 Community reference domains Sponsor and partner domains … See Sunrise rules Call for applications Domains online Release for appropriate use 2 Release for appropriate use 4 Release for appropriate use 3 Release for appropriate use 1 Prelim. list Final list Applications accepted Contention settlement Domains online Domains online Domains online Domains online Domains online Footnotes 1 Release of 1 and 2 letter domains in community interests 2 Release on request, e.g. for Sunrise applications 3 Release to embassy (1 st choice) and for Sunrise applications (2 nd choice) 4 Release for renowned parties (e.g. Jewish community, child protection) 5 Goodwill fee is paid when domain name is awared 6 Domains are eventually reserved free of charge Reserved Names Technical Reserved Names Others Reserved Names Officials Reserved Names Community and others 5 Delegated Names Sunrise Free registration Landrush Prepared by Dirk Krischenowski Translations of community-relevant names Prelim. list Final list … Prefinal list Prefinal list Release on simple request by proprietor Famous trademarks … … Final list Final list Information road show DRAFT Date Days -360 -180 -120 -90 -60 -30 0 +30 +60 +90 +120 +150 +180 30 .berlin Draft app. . Filing app. In the Root Launch

Make them ready to start when .berlin is in the Root Pre-Delegation of Domains to Community www.mayor.berlin www.visit.berlin www.ebay.berlin www.angela-merkel.berlin

Make them ready to start when .berlin is in the Root

e.g. let your community be the first to see the Sunrise Prefer your Community

e.g. let your community be the first to see the Sunrise

Facilitate visible References

Facilitate visible References

Beacon projects Flagship initiatives Lighthouse domains from Government Tourism Culture Creative Sport

cityTLDs are strong Promotors

Recommendation 3: Let the Community make the Marketing

Recommendation 3:

Let the Community make the Marketing

Social communities Viral marketing Word of Mouth Celebrities Buzz

Give your .city Faces and Cases

Give your .city Faces and Cases

„ The Berlin City Marketing is using www.be.berlin for its international promotion campaign.“

.berlin as TLD in the Dictionary ;-)

Recommendation 4: Don‘t spend a $ in Offline Promotion

Recommendation 4:

Don‘t spend a $ in Offline Promotion

Recommendation 5: Understand Hype Cycles

Recommendation 5:

Understand Hype Cycles

CityTLDs are of this Category

Create your own Hype

Create your own Hype

Social communities Word of Mouth Quotes Viral

Thank you! www.dotberlin.de/www.dotberlin.com krischenowski (at) dotberlin dot de