Kenya Network Information Centre (KENIC) Marketing Plan for 2010/11

The .KE Marketing Plan 2010/11 Moses Kemibaro Chairman, KENIC Marketing Committee 2nd July 2010, KENIC AGM 1

KENIC – Where we are today.  166 .KE domain name registrars.  13,000+ registered and active domain names.  15,000 .KE domains anticipated by end of 2010 (goal had been 19,000).  Marketing to-date largely focussed on events such as hosting ICANN in March 2010 and Internet Governance Forums as well as PR and Media. 2

Where do we go from here?  Collaborate with .KE registrars on their needs and expectations for marketing and service initiatives.  Strengthen and grow the .KE brand in Kenya and beyond as a quality domain choice.  Improve the uptake of .KE domain names through strategic partnerships in public and private sectors.  Make .KE top of mind of end-users. 3

How do we get there?  Working with .KE registrars on co- branded marketing campaigns based on registrar needs and the market.  Use existing (e.g volume and multi- year discounts) and new incentives to increase domain name registrations and renewals.  Encourage registrations of new .KE extensions introduced as well as existing (older) extensions. 4

What the market reserch tells us.  .KE domains compete heavily with global domains like .COM.  .KE domains perceived as lower quality than other global domains.  General local awareness of .KE domain names exists in the marketplace.  Internet and Mobile uptake exploding! 5

Are .KE domain names really expensive? Country Domain Cost End User Cost % Margin Statistics Global .com/.net 429 750 75% 87,679,167 Kenya .ke 2,000 3,500 75% 9,508 UK .uk 335 1,675 400% 6,000,000 Germany .de 5,510 8,265 50% 12,161,684 India .in 395 1,270 222% South Africa .za 500 1,500 200% 416,736 Ghana .gh 2,275 4,000 76% 1,298 Brazil .br 5,025 8,710 73% 1,000,000 6

KENIC and .KE on-going value addition.  A new and better domain name registry system was installed last year that is world-class.  Introduction of new domain names at the end of last year.  Registrar payments can now be received via MPESA.  New systems are being deployed to make the registry even better for registrars. 7

The .KE value proposition.  .KE domains are relatively few to- date so its easy to get a preferred domain name than other global domains like .COM.  .KE domains are specific to Kenya and as such are local and represent a Kenyan indentity to the world.  .KE domain names are well protected by local and international intellectual property rights. 8

.KE domain volume discounts.  2 Years Advance Payment: 5%  3 Years Advance Payment: 15%  4 Years Advance Payment: 20%  5 Years Advance Payment: 25% 9

.KE domain pre-payment discounts.  0 to 50 - No Discount  51 to 250 – 5%  251 to 500 - 7.5%  501 to 1000 – 12.5%  1001 to 2000 – 20%  Over 2000 - 50% 10

.KE domains by the numbers – July 2010  AC.KE 298  GO.KE 268  SC.KE 34  CO.KE 11728  INFO.KE 21  ME.KE 61  MOBI.KE16  NE.KE 24  OR.KE 739 11

.ME.KE Marketing Campaign.  KENIC is pushing for .ME.KE domain names to be sold aggressively by registrars from today.  The cost of .ME.KE domains is only Kes. 500.00 which is significantly less than the Kes. 2,000.00 for other domains.  .ME.KE branded t-shirts are being customized for registrars today and branded bags are also being distributed. 12

.ME.KE Marketing Campaign. 13

.ME.KE Marketing Campaign /2 14

What (we think) needs to happen in 2010/11  Find out from .KE registrars what their needs are of KENIC so as to increase domain sales and retention, as well as overall servic delivery.  Benchmark KENIC marketing activities to those of other leading gTLDs and ccTLDs (fact finding)  Determine what the “core” of KENIC is in terms of what it is and what is on offer which will drive marketing activities going forward. 15

Thank you! Q&A and Open Discussions. 16

Kenya Network Information Centre (KENIC) Marketing Plan for 2010/11

by Moses Kemibaro on Jul 03, 2010

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Kenya Network Information Centre (KENIC) Marketing Plan for 2010/11 — Presentation Transcript