DOTZON at Domain Meeting Warschau

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The New TLDs Lots of new Business for Registrars and Registries ahead, 16. April 2009, Future Business Trends in the Domain Industry / SECONDARYMARKET2009.PL
Warszawa, Dirk Krischenowski

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DOTZON at Domain Meeting Warschau

  1. 1. The New TLDs Lots of new Business for Registrars and Registries ahead 16. April 2009 Future Business Trends in the Domain Industry / SECONDARYMARKET2009.PL Warszawa Dirk Krischenowski
  2. 5. DOTZON – The Top-Level-Domain Experts <ul><ul><li>Team </li></ul></ul><ul><li>Dirk Krischenowski </li></ul><ul><li>Johannes Lenz-Hawliczek </li></ul><ul><li>Katrin Ohlmer </li></ul><ul><li>Unique TLD Expertise </li></ul><ul><li>Know-How & Experience (TLDs, Domains, ICANN, Application, …) </li></ul><ul><li>Contacts & Network (Politics, Business, Registrars, ICANN, …) </li></ul><ul><li>From TLD idea development  application writing  market penetration </li></ul><ul><li>Integrating ICANN, technology, legal and branding for the TLD application </li></ul><ul><li>Clients </li></ul><ul><li>Large companies & Organizations </li></ul><ul><li>Cities & Regions </li></ul>
  3. 6. The new TLD Framework
  4. 7. New gTLD TLD Application Framework <ul><li>New gTLD application window at ICANN app. in Q1/2010 </li></ul><ul><li>Total costs until 1 st domain.tld goes online ~ € 300-500,000 </li></ul><ul><li>Annual TLD operation cost ~ € 75-200,000 </li></ul><ul><li>First come, first served approval principle </li></ul><ul><li>Complex requirements in the Application Guidebook </li></ul><ul><li>Many pitfalls and uncertain points </li></ul><ul><li>10 years contract with ICANN </li></ul>
  5. 8. Timeline new Top-Level-Domains* * Based on ICANN data .tld online .tld online 2009 2010 2011 Application Window 1 Application Window 2
  6. 9. Detailed Timeline (excerpt of the all-over plan)
  7. 10. Which TLDs will come?
  8. 11. Geographic Top-Level-Domains .boston .chicago .seoul .tokyo …
  9. 12. Generic Top-Level-Domains .blog .open .maps .kids .smith .bank .iban .pay
  10. 13. New Business Models with generic TLDs .maps .kids .smith .pharma Dotgeo, dotinc, dotiban, dotpay, dotmaps, dotkids, dotsmith
  11. 14. <ul><li>. 中國 ( .china, in addition to .cn) </li></ul><ul><li>.p Ф (in addition to .ru) </li></ul>Non-ASCII-TLDs
  12. 15. Company and Brand TLDs dotciti, dotcitbank Dot facebook, dotfacbook, facebook domain www.my-shop.
  13. 16. Development of Top-Level-Domains Root (.) gTLDs .com … gTLDs .info … sgTLDs .jobs … Geo-gTLDs .asia / .cat ccTLDs .de … Others .arpa .int .nato … 1983 1984-1999 2004-2009 2000-2003 gTLDs .shop … IDN ccTLDs . 中國 (.china) cityTLDs .berlin Trademark .bmw / .apple IDN gTLDs . 的 (.com) … ccTLDs .eu … lcTLDs .cym GeoTLDs .quebec New types from 2010 Ex ccTLDs .su … New ccTLDs .ru .me …
  14. 17. Business Opportunities
  15. 18. Why there is a special Interest in .brand/.company Branding <ul><li>Brand extension and protection </li></ul><ul><li>Unique global selling proposition (USP) </li></ul><ul><li>Unified global communication </li></ul><ul><li>Digitalization strategy </li></ul>Revenues Security Legal <ul><li>Business & Revenue models </li></ul><ul><li>Safety and Security in commerce /communication, e.g. by new standards like DNSSEC </li></ul><ul><li>Stability and Independency from third parties </li></ul><ul><li>Minimizing Spam, Phishing, Fraud </li></ul><ul><li>Less legal costs for trademark protection </li></ul>
  16. 19. What a Company TLD Applicant needs Technology Legal Advice ICANN Expertise Branding Top-Level-Domain Applicant
  17. 20. The Business Opportunities for Registrars/Registries <ul><li>Providing technology for a company TLD: </li></ul><ul><li>Implementation and operations of Back-End Registry </li></ul><ul><li>Handling of Implementation (Sunrise/Landrush/GoLive) </li></ul><ul><li>Whois Service </li></ul><ul><li>Nameserver / Rootnameserver </li></ul><ul><li>Support Services </li></ul><ul><li>Hardware </li></ul><ul><li>Training </li></ul>
  18. 21. Relevant Factors for technology providers <ul><li>ICANN‘s RSTEP program for Back-End services evaluation (at least US$ 50,000) </li></ul><ul><li>Capacity for customers needs </li></ul><ul><ul><li>Number of domains </li></ul></ul><ul><ul><li>Simultaneous User Interfaces </li></ul></ul><ul><ul><li>Global server landscape </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>Others </li></ul><ul><ul><li>Security, technical features (DNSSEC, IPv6, IDN, …) </li></ul></ul><ul><ul><li>Service Level </li></ul></ul><ul><ul><li>… </li></ul></ul>
  19. 22. Registrars are the Gatekeeper <ul><li>Established customer contacts to key functions in companies: </li></ul><ul><ul><li>Domain management (ideal entry position for registrars) </li></ul></ul><ul><ul><li>IT department </li></ul></ul><ul><ul><li>Marketing & Sales department </li></ul></ul><ul><ul><li>Legal department </li></ul></ul><ul><li>Showing the risks and opportunities of an own TLD </li></ul><ul><li>Raising awareness for possibilities an own TLD offers: </li></ul><ul><ul><li>web, mail, security, business model, … </li></ul></ul><ul><li>Explaining what they provide and what company might need </li></ul><ul><ul><li>Hardware and software </li></ul></ul><ul><ul><li>Interfaces for the company </li></ul></ul><ul><ul><li>Company staff training </li></ul></ul><ul><li>Taking companies through ICANN requirements (with partners) </li></ul>
  20. 23. Procedure and Elements for a successful Bid * External Expertise ** External Expertise or DOTZON Technology* DOTZON Market and/or Community TLD Budget Approval by ICANN Policies** .tld Idea Writing Bid Lobbying Consulting Business Model Go / No Go DOTZON DOTZON Branding**
  21. 24. Cost Allocation Technology € 50-140K Legal € 25K ICANN expertise € 100-200K Optional: Branding €25K Application fee US$ 185K
  22. 25. Technical Overview for a Company TLD
  23. 26. Summary <ul><li>There‘s a lot of business out there </li></ul><ul><li>Good company entry point are domain management and marketing people </li></ul><ul><li>The time is there to raise the attention towards .company </li></ul><ul><li>A .company TLD is teamwork </li></ul><ul><li>Good luck! </li></ul>
  24. 27. Contact <ul><li>DOTZON GmbH </li></ul><ul><li>Akazienstrasse 2 | 10823 Berlin </li></ul><ul><li>Tel +49 30 4980 2726 | Fax +49 30 4980 2727 </li></ul><ul><li>dirk@dotzon.com | Mobil +49 173 2339156 </li></ul><ul><li>johannes@dotzon.com | Mobil +49 172 3929144 </li></ul><ul><li>katrin@dotzon.com | Mobil +49 173 2019240 </li></ul><ul><li>www.dotzon.com </li></ul><ul><li>company tld brand tld top-level-domain branding domains tld consulting icann trademark domains intellectual property wipo </li></ul>

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