New Top Level Domains:<br />The impact and opportunity<br />Adam Eisner<br />Director, OpenSRSProduct Management<br />
About Me<br /><ul><li> Director, OpenSRS Product Management
 With Tucows 7+ years
 12 years experience in web hosting, domain names, Internet marketing</li></li></ul><li>About OpenSRS<br /><ul><li> One of...
11,000+ resellers worldwide
 Offices in Canada, UK, Germany, Holland, USA
 A division of Tucows</li></li></ul><li>
Jargon<br /><ul><li>  Generic Top Level Domain (gTLD): worldwide domain under contract w/ICANN
 Country Code Top Level Domain (ccTLD): represent countries
.CA, .US, .ME, .CO, etc.
Internet Corporation for Assigned Names and Numbers (ICANN): Internet addressing, new TLD process</li></li></ul><li>How Di...
Result: New TLDs are Coming! <br /><ul><li> ‘Right of the dot’ will matter
  Three major categories:
.BRAND TLDs: .OPENSRS, .GOOGLE, .FACEBOOK
GENERIC TLDs:  .SEARCH, .WEB, .BLOG, .HOST, .CLOUD
COMMUNITY / SPECIAL INTEREST TLDs: .TORONTO, .PARIS, .ECO</li></li></ul><li>.XXX is NOT Part of the Program<br />
Timelines<br /><ul><li> January – April 2012: Applications accepted
 April 2012: Cards turned over
 November 2012: Applications approved
 Live in the root thereafter
 Additional round possible at a later date
 It won’t be soon</li></li></ul><li>What are the Opportunities?<br /><ul><li> End users will understand “right of the dot”
 Get your own for prestige and control
 Reach new customers by selling new extensions</li></li></ul><li>Moving “right of the dot”<br />
Getting Your Own<br /><ul><li> The ultimate in prestigious web addresses
Before the dot” is an anonymous, less measureable experience
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HostingCon 2011 - New Top Level Domains

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Adam Eisner's presentation on the impact of New TLDs on hosting companies.

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HostingCon 2011 - New Top Level Domains

  1. 1. New Top Level Domains:<br />The impact and opportunity<br />Adam Eisner<br />Director, OpenSRSProduct Management<br />
  2. 2. About Me<br /><ul><li> Director, OpenSRS Product Management
  3. 3. With Tucows 7+ years
  4. 4. 12 years experience in web hosting, domain names, Internet marketing</li></li></ul><li>About OpenSRS<br /><ul><li> One of the world’s largest providers of domain names, SSL certificates and email
  5. 5. 11,000+ resellers worldwide
  6. 6. Offices in Canada, UK, Germany, Holland, USA
  7. 7. A division of Tucows</li></li></ul><li>
  8. 8. Jargon<br /><ul><li> Generic Top Level Domain (gTLD): worldwide domain under contract w/ICANN
  9. 9. Country Code Top Level Domain (ccTLD): represent countries
  10. 10. .CA, .US, .ME, .CO, etc.
  11. 11. Internet Corporation for Assigned Names and Numbers (ICANN): Internet addressing, new TLD process</li></li></ul><li>How Did We Get Here?<br />
  12. 12. Result: New TLDs are Coming! <br /><ul><li> ‘Right of the dot’ will matter
  13. 13. Three major categories:
  14. 14. .BRAND TLDs: .OPENSRS, .GOOGLE, .FACEBOOK
  15. 15. GENERIC TLDs: .SEARCH, .WEB, .BLOG, .HOST, .CLOUD
  16. 16. COMMUNITY / SPECIAL INTEREST TLDs: .TORONTO, .PARIS, .ECO</li></li></ul><li>.XXX is NOT Part of the Program<br />
  17. 17. Timelines<br /><ul><li> January – April 2012: Applications accepted
  18. 18. April 2012: Cards turned over
  19. 19. November 2012: Applications approved
  20. 20. Live in the root thereafter
  21. 21. Additional round possible at a later date
  22. 22. It won’t be soon</li></li></ul><li>What are the Opportunities?<br /><ul><li> End users will understand “right of the dot”
  23. 23. Get your own for prestige and control
  24. 24. Reach new customers by selling new extensions</li></li></ul><li>Moving “right of the dot”<br />
  25. 25. Getting Your Own<br /><ul><li> The ultimate in prestigious web addresses
  26. 26. Before the dot” is an anonymous, less measureable experience
  27. 27. “After the dot” is exclusive, private, secure</li></li></ul><li>Getting Your Own<br /><ul><li>All the good names are available
  28. 28. YOU control who can buy a name</li></li></ul><li>New Customers: The Other Opp<br /><ul><li> Hundreds of new extensions mean selling to dozens or hundreds of new markets
  29. 29. What would these extensions mean to the segments you currently market to?
  30. 30. What about new markets?</li></li></ul><li>Spotted in the Wild<br />
  31. 31. Spotted in the Wild<br />
  32. 32. Spotted in the Wild<br />
  33. 33. And All Sorts of Others*<br /><ul><li> .WEB
  34. 34. .GAY
  35. 35. .BERLIN
  36. 36. .NYC
  37. 37. .MUSIC
  38. 38. .BAYERN
  39. 39. .GMBH
  40. 40. .GAMES
  41. 41. . HOMES
  42. 42. .IRAN
  43. 43. .KOREA
  44. 44. .BAY
  45. 45. .BIKE
  46. 46. .LOVE
  47. 47. .MADRID
  48. 48. .MLS
  49. 49. .MONEY
  50. 50. . MUMBAI
  51. 51. .PHONE
  52. 52. .POKER
  53. 53. .SPORT
  54. 54. .PEACE
  55. 55. .QUEBEC
  56. 56. .FAM
  57. 57. .ECO
  58. 58. .CAR
  59. 59. . BOARD</li></ul>* Nothing has been approved just yet.<br />
  60. 60. Pick Your Spots Carefully<br /><ul><li> History says launching a TLD is not easy.</li></li></ul><li>gTLD Registrations Since 2001<br />All gTLDs<br />.COM<br />The other 21<br />Source: ICANN<br />
  61. 61. A “Sellable” TLD …<br /><ul><li> Is smartly priced (less than $30)
  62. 62. Doesn’t have any wacky rules
  63. 63. Is specific
  64. 64. Think .TV or .ME
  65. 65. Resonates with end users</li></li></ul><li>Getting Your Own<br /><ul><li> Application fee: $185k (if successful)
  66. 66. Partially refundable
  67. 67. More if there are contentions, auctions, clarifications
  68. 68. Legal fees, marketing fees, etc.
  69. 69. Brand names can get away with lower budgets</li></li></ul><li>How to Apply<br /><ul><li>Fill out an extensive application
  70. 70. Details business model, technology, etc.
  71. 71. Consult Draft Applicant Guidebook if interested
  72. 72. Secure partners
  73. 73. Running yourself = bad idea
  74. 74. Many requirements around reliability, no-one wants a dead extension
  75. 75. Applications reviewed in early 2012</li></li></ul><li>How Do I Sell Them?<br /><ul><li> Most will partner with registrars
  76. 76. What is your registrar’s strategy?
  77. 77. Brands won’t sell to the public
  78. 78. Integration should largely look the same as today’s extensions – just with more choice</li></li></ul><li>Putting it All Together<br /><ul><li> The most exciting and fundamental change to Internet navigation since domain names emerged
  79. 79. Your own TLD means your own prestigious namespace where anything is possible
  80. 80. New extensions represent new markets and opportunities</li></li></ul><li>Thank You!<br />Adam Eisner<br />Director, OpenSRS Product Management<br />Aeisner @ tucows.com<br />

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