Change Means Opportunity     Key Domain Trends     for Hosters in 2012     Thorsten Einig, MD Tucows Europe
Tucows / OpenSRS• World’s largest domain wholesale provider• One of the world’s largest resellers of SSL  certificates, Si...
2012: Beginning of a          Domain Revolution?• New generic topleveldomains (gTLDs)• April: applications deadline• Novem...
So what’s the big deal?• Many new extensions since 2000  – gTLDs:     • .INFO, .BIZ, .MUSEUM     • .COOP, .AERO, .PRO - .A...
The Problem: Limited Space• Concentration on top TLDs   – gTLDs: around 80% .COM   – ccTLDs: top 10 make up 60% of registr...
Enter New gTLDs• The “Right of the Dot” gets a meaning  – Brand TLDs, e.g. .MICROSOFT, .UNICEF, .GOOGLE,    .FACEBOOK  – I...
Variety = Confusion?• The Google Factor  – “Just google me” /    “Use keyword…”  – “Just QR-code me”?• The Facebook Fear  ...
Domain Name Numbers
Selection of Domain Names               in the Future• First choice: TLD  – Generics? (.WEB, .COM)  – Industry/market/comm...
Your Customer and nTLDs• Serve your target group’s demands (TLD  selection)• Opportunities for the end user are your  oppo...
Challenges and Chances for         Your Hosting Business• Educate customers and prospects, adapt your  order processes• Ex...
The Future of             Domains in Hosting• Domains are here to stay• But the market will change drastically  – Starts i...
Thank You!Thorsten EinigMD Tucows EuropeQuestions? Discussions?• teinig@tucows.com• Visit us at booth #41
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Change Means Opportunity - Key Domain Trends for Hosters in 2012

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  • Remember 2000?CNO onlyand a few complicated, restricted ccTLDs
  • Background: bikes in AmsterdamFor us: name spaceTop TLDsNew introductions: only .INFO/.BIZ made an input but still <5% of overall TLD marketMeaninglesswho knows what .COM actually stands for? .MUSEUM: who of your friends have heard of it and would use it in their browser?IDNCharacter limitationsNo TLDs (e.g. Asia?)Leads to Behavior (extra notes) Name suggestion tools TM protection: registration under all relevant TLDs
  • MeaningDistinguish .BRAND: the big guys, closed user community IDN: locals can actually understand the TLDExplosion254 applicants, 50 poss each What does that mean for the end user, what are the consequences?
  • Will people abandon domains all together?Marketing/GoogleDanger is there Keywords?Original, works for promos onlyNo marketeer will want to give up the name to their site (and use IP or subdomain instead) - Domain is key to internetFacebook(also twitter) MonopolyPoliciesLimitations real website Total Combined promotions: QR-codes, Facebook, twitterWhy not combine? Offer for hostingProof:Domain numbers
  • Still, tremendous growth We can also see here the missing impact of the “new” TLDs (although incl .EU)
  • Long term - .COM / secondary market will stay for a while!Shift from second to top level - users will still order SOME TLDs, maybe even moreTM protection much lessOn a TLD note: Success of TLD space will not be determined by size anymore People will pay for a better name (see premium names)
  • Serve Which industries are my customers fromWhich locations are interesting?Which interests/hobbies? Customized business websites Fits in nicely with a slow but steady shift how to sell hosing: Old way: hosting package features – with whatever SLD is availableNew: give the customer what he actually needs see 1&1 Business Website
  • EducateTell them about the options and opportunities Exciting to see the first changes of the classical order box
  • Here to stayDistribution will look differently But my theory: will still grow tremendously ChangeWill develop over years (see cloud hosting) And maybe .COM will even remain as big in proportion OpportunityHope I showed how you can adapt and use the change to your advantage
  • Change Means Opportunity - Key Domain Trends for Hosters in 2012

    1. 1. Change Means Opportunity Key Domain Trends for Hosters in 2012 Thorsten Einig, MD Tucows Europe
    2. 2. Tucows / OpenSRS• World’s largest domain wholesale provider• One of the world’s largest resellers of SSL certificates, Sitelock, email, GoMOBI• 12,000+ resellers globally• Offices in Canada (HQ), USA, Singapore, Germany, Netherlands
    3. 3. 2012: Beginning of a Domain Revolution?• New generic topleveldomains (gTLDs)• April: applications deadline• November: applications approved and included in root zone• 2013: live
    4. 4. So what’s the big deal?• Many new extensions since 2000 – gTLDs: • .INFO, .BIZ, .MUSEUM • .COOP, .AERO, .PRO - .ASIA, .CAT, .JOBS, .MOBI, .TEL, TRAVEL • .XXX – ccTLDs: • .EU • Liberalization / commercialization / automization, e.g. .DE, .CO, .FR• 280 TLDs delegated in root zone, notably: – 20 gTLDs – 248 ccTLDs
    5. 5. The Problem: Limited Space• Concentration on top TLDs – gTLDs: around 80% .COM – ccTLDs: top 10 make up 60% of registrations• gTLDs are practically meaningless or unknown• IDNs limited• Influences on registration behavior: struggle for second-level names – mycompanyinamsterdam.com – Secondary domain market / premium names
    6. 6. Enter New gTLDs• The “Right of the Dot” gets a meaning – Brand TLDs, e.g. .MICROSOFT, .UNICEF, .GOOGLE, .FACEBOOK – Internationalized TLDs, e.g. (.ARAB) – Geo-TLDs:, e.g. .BERLIN, .MELBOURNE – Community and generic TLDs, e.g.: .SEARCH, .WEB, .CLOUD, .ECO, .GAY• The explosion: – 254 applicants so far (March 12) – 500 new TLDs? 2,000? 10,000?
    7. 7. Variety = Confusion?• The Google Factor – “Just google me” / “Use keyword…” – “Just QR-code me”?• The Facebook Fear – “My Website? http://www.facebook.com/opensrs”
    8. 8. Domain Name Numbers
    9. 9. Selection of Domain Names in the Future• First choice: TLD – Generics? (.WEB, .COM) – Industry/market/community? (.HOTEL) – Geographic? (ccTLD, IDN, Geo-TLD)• Less compromise on the SLD
    10. 10. Your Customer and nTLDs• Serve your target group’s demands (TLD selection)• Opportunities for the end user are your opportunities – Customized business websites – now with customized domain names – Give customers what they need rather than what’s free
    11. 11. Challenges and Chances for Your Hosting Business• Educate customers and prospects, adapt your order processes• Explore new sales areas – Geographically: Go International? (IDN, Geo-TLDs) – Industries: find niches (.BASKETBALL?)• But remain focused – Do you really need to offer all TLDs? – Choose your TLDs and and your vendor (various registries? One wholesale provider?
    12. 12. The Future of Domains in Hosting• Domains are here to stay• But the market will change drastically – Starts in 2013 – Full effects will not be immediate• Get ready for the challenge and make it an opportunity!
    13. 13. Thank You!Thorsten EinigMD Tucows EuropeQuestions? Discussions?• teinig@tucows.com• Visit us at booth #41
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