Beyond .com -The Next Internet Revolution

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AusRegistry International’s CEO Adrian Kinderis spoke to Australia’s leading marketing executives about the core benefits of brand Top-Level Domains for the marketing and communications industry during his keynote address at the ad;tech conference held in Sydney and Melbourne in March 2011.

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Beyond .com -The Next Internet Revolution

  1. 1. Beyond .com The Next Internet Revolution
  2. 2. Introducing…
  3. 3. Adrian Kinderis Chief Executive AusRegistry International @adriankinderis
  4. 4. #atmelb .tellus
  5. 5. .background
  6. 6. Who runs the Internet?
  7. 7. <ul><li>Internet Corporation for Assigned Names and Numbers </li></ul>
  8. 8. What’s a domain name?
  9. 9. <ul><li>google.com </li></ul><ul><li>google.com.au </li></ul>
  10. 10. What’s the problem?
  11. 11. <ul><li>205 million </li></ul>
  12. 12. . com = 44%
  13. 13. <ul><li>evennothingisavailable.com </li></ul>
  14. 14. <ul><li>evennothingisavailable.com </li></ul><ul><li>IS UNAVAILABLE </li></ul>
  15. 15. Revolution
  16. 16. The way we navigate our way through the internet will be very different tomorrow.
  17. 20. Domain Names. The obvious choice.
  18. 24. It’s all about to change.
  19. 25. Finally. After 25 years. Domain names are evolving.
  20. 26. Creating a new frontier of digital real estate.
  21. 29. New Top-Level Domains Beyond.com
  22. 30. Who? Why? Competition, Choice, Freedom What? A slice of Internet Real Estate When? Qtr 3, 2011
  23. 32. patriot.jeep .jeep Brands dealer.jeep
  24. 33. tourism.melbourne Geographic Locations . melbourne
  25. 34. Generic Words
  26. 36. .why
  27. 37. Marketing Finance Legal IT
  28. 38. Marketing
  29. 39. Keep it simple, stupid.
  30. 45. Direct Navigation <ul><li>70% of users use direct navigation </li></ul><ul><li>Conversions are almost double search </li></ul>
  31. 46. Search Google Corporate Spending – June 2010
  32. 48. Finance
  33. 49. SELL BUY
  34. 50. What’s a Domain Cost?
  35. 51. What’s a Domain Worth? <ul><li>sex.com, $13 million </li></ul><ul><li>fund.com $9.99 million </li></ul><ul><li>porn.com, $9.5 million </li></ul><ul><li>diamond.com, $7.5 million </li></ul><ul><li>beer.com, $7 million </li></ul><ul><li>casino.com, $5.5 million </li></ul><ul><li>slots.com $5.5 million </li></ul><ul><li>toys.com $5.1 million </li></ul><ul><li>asseenontv.com, $5 million </li></ul><ul><li>korea.com, $5 million </li></ul>Source: http://www.domaining.com/topsales
  36. 52. <ul><li>Sex.com fund.com Beer.com themortgage.com Casino.com AsSeenOnTV.com Korea.com Shop.com wine.com AltaVista.com software.com loans.com Vodka.com wines.com CreditCards.com pizza.com Tom.com autos.com coupons.com England.com telephone.com express.com savings.com mortgage.com DataRecovery.com Branson.com Cameras.com Tandberg.com MarketingToday.com deposit.com fly.com VIP.com men.com Vista.com feedback.com phone.com find.com Bingo.com mercury.com Cruise.co.uk WallStreet.com invest.com If.com Beauty.cc Sky.com Fish.com CyberWorks.comwhitehousecrisis.com Rock.com Gays.com Bike.com eflowers.com Topix.com Britain.com Cyberworks.com websites.com Investment.com SkiResorts.com drugs.com AZ.com computer.com ForSaleByOwner.com jobs.com Singapore.com 1stbandwidth.com Earth.com beauty.com dollars.com capital.com Website.com iReport.com Property.com NAV.no Refinance.com Melbourne.com taxes.com cinema.com local.com On.com Casino.de biz.com music.mobi golf.tv Annuity.com Jobs.ca Job.at Macau.com AntiSpyware.com university.com shemale.com Laon.com Invention.com military.com NewZealand.com Rebate.com image.com ShoppingMall.com act.com Wrestling.com Rebates.com </li></ul>
  37. 53. <ul><li>Top 100 domains </li></ul><ul><li>$202,493,436 </li></ul>Source: http://www.domaining.com/topsales/
  38. 54. What’s a brand worth? Source: Interbrand Best Global Brands 2010 2010 Rank Brand Sector Brand Value 1                  Beverages 70,452,000,000 2                  Business Services 64,727,000,000 3                  Computer Software 60,895,000,000 4                  Internet Services 43,557,000,000 5                  Diversified 42,808,000,000 6                  Restaurants 33,578,000,000 7                  Electronics 32,015,000,000 8                  Consumer Electronics 29,495,000,000 9                  Media 28,731,000,000 10                  Electronics 26,867,000,000
  39. 55. Legal
  40. 56. Source: VeriSign, July 2010
  41. 57. <ul><li>Protect </li></ul>Insert your brand here
  42. 59. <ul><li>Avoid </li></ul>
  43. 61. IT
  44. 62. Increased Efficiency
  45. 63. .commitment
  46. 64. “ With the adoption of the new TLD system, which enables the direct utilisation of the Canon brand, Canon hopes to globally integrate open communication policies that are intuitive and easier to remember compared with existing domain names such as &quot;canon.com.&quot; Source: http://www.canon.com/news/2010/mar16e.html
  47. 65. The Benefits …
  48. 66. Greater relevance . Greater choice . Greater control . Greater recall .
  49. 68. .jeep
  50. 73. Consideration <ul><li>New Top Level Domains: </li></ul><ul><li>Improve Direct Navigation </li></ul><ul><li>Consistency </li></ul><ul><li>Recall </li></ul><ul><li>Stakeholder Management </li></ul>
  51. 74. .when
  52. 76. .how
  53. 77. 18 Step Process
  54. 78. Price to secure .anything <ul><li>Three costs: </li></ul><ul><li>Application costs ~$185k </li></ul><ul><li>Consultant costs – Per case basis </li></ul><ul><li>Registry Costs – Per case basis </li></ul>
  55. 79. .revolution
  56. 81. .languages
  57. 83. .questions

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