1. Sedo
Domain Day Prague 2009
Developments in the Secondary
Domain Name Market
Kamila Sękiewicz – Sedo Europe
2009
© Sedo GmbH 2005

2. Sedo
Founded in 2001

Cologne Germany, Boston USA, London UK

180+ employees

World's leading global domain marketplace

Buy and sell over 14 million domains

Marketplace, Brokerage and Auctions
–
Domain Monetization – Domain Parking

5 million domains parked
–
– SedoPro premium monetization
2009
© Sedo GmbH 2005
800,000 + members

10/04/09 MeetDomainers 2009 Kamila Sekiewicz

3. Introduction
European domain market trends

What is the secondary market

Sedo‘s involvement in the European secondary market

Sedo Statistics

World, Europe, Eestern Eurpe
–
Market place and auctions

Future

© Sedo GmbH 2009
2005
10.04.2009 MeetDomainers 2009 Kamila Sekiewicz

4. Domaining Events
2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

5. Parking Companies
2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

6. Internet Penetration in Europe
% internet penetration
90.00%
90.00%
Iceland
80.00%
Norway
70.00% Netherlands
52.00%
60.00% Sweden
48.80%
Denmark
50.00%
Switzerland
40.00%
United Kingdom
30.00%
Spain
14.60%
20.00%
Austria
10.00% Belgium
0.00% Germany
Slovakia
Austria
Russia
Poland
Lithuania
Bulgaria
Ukraine
Switzerland
Belgium
Czech Republic
Serbia
Belarus
Spain
Estonia
Slovenia
Italy
Netherlands
France
Latvia
Romania
Macedonia
Iceland
Denmark
Croatia
United Kingdom
Germany
Hungary
Greece
Portugal
Turkey
Kosovo
Norway
Sweden
France
2009
© Sedo GmbH 2005
Estonia
Slovenia
Latvia
Source: internetworldstats.com
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

7. Online Advertising in Europe as % of total advertising
Online advertising spend as a % of total advertising spend
per market
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
2009
© Sedo GmbH 2005
Source: IAB Europe AdEx 2007/PwC & WARC
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

8. Online Ad Spending Trends
Online Ad Spending Growth Rate 2006 -2009
194.03%
200.00%
180.00%
160.00%
140.00%
120.00%
94.33%
100.00%
74.55%
71.69%
64.86%
80.00%
60.00%
29.68%
40.00%
2009
© Sedo GmbH 2005
20.00%
0.00%
North America Western Central & Asia Pacific Latin America World
Europe Eastern Europe
Source: Zenith Optimdeia
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

9. Czech domain market at a glance
540000 .cz domains registered

.cz registrations increase dramatically since 2007

Drop in price of .cz domain registrations

2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

10. So what is the Secondary Market?
Registered domains

Domain trade

Domain parking

14 million domains for sale at Sedo

5 million domains parked

37000 domain transactions last year

€18 million in transaction value in 2005

€31 million in transaction value in 2006

2009
© Sedo GmbH 2005
€50 million in transaction value in 2007

€60 million in transaction value in 2008

10/04/09 MeetDomainers 2009 Kamila Sekiewicz

11. Sedo‘s involvement in individual markets
Partnerships with regional registrars and registries

Connecting primary and secondary markets
–
Many countries managed by native speakers

23 languages
–
Forum involvement

Localized SedoPro Events

Korea, Holland, Germany, Poland, UK, etc
–
Regional auctions:

.me .nl .co.uk .de .at .es .nu
–
2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

12. Top sales .com and ccTLD sales
Top 2009 sales USD broker Top Sedo 2009 Price Currency
Toys.com 5100000 Auction Confidential 1600000 USD
Fly.com 1760000 Sedo Confidential 500000 USD
Auction.com 1700000 Pvt Sale body.com 400000 USD
Top.com 464750 Sedo forums.com 399990 USD
Body.com 400000 Pvt Sale top.com 357500 EUR
Source : DN Journal
Top .pl sales Price Currency Top .cz sales Price Currency
(08/09)
ss.pl 25000 EUR Confidential 14000 EUR
e-friends.pl 25000 EUR automobile.cz 5560 EUR
2009
© Sedo GmbH 2005
work.pl 25000 EUR Confidential 3000 EUR
deser.pl 22000 EUR burgit.cz 2655 USD
minigry.pl 18000 EUR tacky.cz 2000 EUR
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

13. Comparison of various TLD Performance 08-09
TLD # of Sales # of Sales change % change Average Price Average Price change % change
2007 2008 2007 (€) 2008 (€)
all 28000 37000 9000 32% 2100 1620 -480 -23%
.com 12862 17735 4873 38% 2851 1946 -905 -32%
.de 5162 6190 1028 20% 1076 1241 165 15%
.eu 1657 1307 -350 -21% 1059 1006 -53 -5%
.pl 50 86 36 72% 3780 2856 -924 -24%
.it 26 65 39 150% 1711 2490 779 46%
.fr 157 292 135 86% 2036 2833 797 39%
.cz 6 11 5 83% 1107 2061 954 86%
2009
© Sedo GmbH 2005
.ru 13 21 8 62% 5010 8899 3889 78%
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

14. Future
Continued focus on geo markets

Increased communication with registrars to improve the

speed of transfer and market knowledge
Combination of parking and selling

Continued role as a „bridge“ between the primary and

secondary markets
2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz

15. Děkuji
Kamila Sekiewicz
Parking International
Sedo GmbH
Im Mediapark 6b
50670 Cologne
Germany
kamila@sedo.com
+49 221 340 30 239
2009
© Sedo GmbH 2005
10/04/09 MeetDomainers 2009 Kamila Sekiewicz