Generating New
Revenue Streams with
Premium Domains
Bob Mountain
Chief Revenue Officer
Afternic.com
Agenda
• 

What	
  is	
  a	
  “Premium	
  Domain”?	
  	
  

• 

Overview	
  of	
  premium	
  domain	
  a9ermarket	
  

• 
...
What is a Premium Domain?
•  Domains	
  are	
  similar	
  to	
  commercial	
  real	
  estate:	
  they	
  are	
  a	
  busin...
Premium Domain Customers
LivingAuthentically.com

PearlParty.com

PoolClean.com

GlobalRenewable.com

HotSoup.com

RatePoi...
Why Invest in a premium domain?
Key Point

Details

Legitimacy

A good domain name conveys legitimacy and professionalism....
Secondary Markets Often
Eclipse the Primary Market
U.S. Equity Market

Residential
Real Estate

Shares sold in
secondary
m...
The Aftermarket Represents A Significant
Revenue Opportunity.
Value of Global Aftermarket Domain Sales
$1,000
$1 billion

...
Premium Domains are Optimized
for SMBs
77%	
  of	
  A9ernic	
  Domain	
  Buyers	
  are	
  Small	
  and	
  Medium	
  Sized	...
SMBs Need Premium Domains To Be
Successful Online
Growth

Online Presence

5%

Only of Indian
MSMEs have an
online presenc...
Afternic Enables Smooth Transition with
Fast-Transfer Technology
1 Purchase

2 Authorization

Reseller partner
purchases a...
The Only Global Premium Domain
Reseller Network
Europe	
  

Canada	
  

Caribbean	
  
U.S.	
  

Asia	
  

Oceania	
  

pag...
Why should your customers care?

12
Search Engines Like Shorter
Domains
•  Older,	
  more	
  established	
  domains	
  tend	
  to	
  be	
  shorter	
  
•  Long...
Search Engines Love Exact Match
Domains
•  Exact	
  match	
  domains	
  perform	
  well	
  in	
  search	
  results;	
  rec...
Search Engines Love Exact
Match .com Domains

15
Search Engines Even Like
Hyphenated Exact Match Domains

16
Keyword Match Improves Search
Engine Position

17
New TLDs will Create Huge New
Premium Domain Opportunity
Now

Yesterday

18	
  	
  

gTLD extensions
in active use

23

In...
Million-dollar Question: Which
Domains are Premium in New gTLDs?
Suggest

Value

Refine

Monitor

•  Need	
  to	
  analyze...
What’s in it for you?
•  New	
  revenue	
  opportuni0es	
  
–  Make	
  profit	
  on	
  premium	
  domain	
  sales	
  
–  Ex...
Get Involved: Integrate Premium
Domains into Your Service Offering
These Resources Can Provide More
Education on Premium Domains.
www.DNJournal.com  (sales data over many years, domain tren...
Put Premium Domain Sales to
Work for You. Call Us Today.

Carissa Pompei
Business Development
Manager
cp@afternic.com
+1 7...
About Afternic
“AGernic.com	
  the	
  largest	
  premium	
  domain	
  marketplace	
  in	
  the	
  world	
  with	
  
over	
...
Thank You!!!
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Generating New Revenue Streams With Premium Domains - Bob Mountain, AfterNIC

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Generating New Revenue Streams With Premium Domains - Bob Mountain, AfterNIC

  1. 1. Generating New Revenue Streams with Premium Domains Bob Mountain Chief Revenue Officer Afternic.com
  2. 2. Agenda •  What  is  a  “Premium  Domain”?     •  Overview  of  premium  domain  a9ermarket   •  A9ermarket  technology   •  Benefits   •  New  TLDs   •  How  can  you  get  involved   •  Q&A  
  3. 3. What is a Premium Domain? •  Domains  are  similar  to  commercial  real  estate:  they  are  a  business’s   “online  store  front”  and  “digital  idenKty”     •  ExisKng  registraKon   •  Short   •  Highly  memorable,  supports    a     business’s  on-­‐line  idenKty   •  SEO-­‐friendly   •  May  have  type-­‐in  traffic  before     being  developed  
  4. 4. Premium Domain Customers LivingAuthentically.com PearlParty.com PoolClean.com GlobalRenewable.com HotSoup.com RatePoint.com FoodSteps.com SafetyTown.com McCapital.com SteakExpress.com
  5. 5. Why Invest in a premium domain? Key Point Details Legitimacy A good domain name conveys legitimacy and professionalism. Customers will be more apt to do business with you online. ROI The .COM extension is easily the most valuable and sought after extension – and most quality .COM addresses are only available on the secondary market and only for a premium price. Discoverability Domain names are equivalent to online Real Estate. You want a prime location so your prospects and customers can reach you. Search engine strength Domains with strong keywords can improve your ranking in the major search engines Traffic Purchasing a domain with existing traffic can help drive targeted leads/sales and grow your business Previous History Domains with previous history are considered more authoritative in the eyes of search engines
  6. 6. Secondary Markets Often Eclipse the Primary Market U.S. Equity Market Residential Real Estate Shares sold in secondary market Shares sold in IPO market $35.5 billion $30.7 trillion Automobiles Units sold in secondary market Units sold in secondary market New construction units sold 306 thousand New cars sold 4.3 million 10.6 million 35.5 million 4
  7. 7. The Aftermarket Represents A Significant Revenue Opportunity. Value of Global Aftermarket Domain Sales $1,000 $1 billion $ Millions $800 $600 $400 $200 $0 '00 7 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12
  8. 8. Premium Domains are Optimized for SMBs 77%  of  A9ernic  Domain  Buyers  are  Small  and  Medium  Sized   Businesses   Non-Profit 4% Personal 4% Domainers 10% 500+ Employees 4% SMB 24-499 Employees 15% SMB 6-24 Employees 21% SMB 1-5 Employees 42%
  9. 9. SMBs Need Premium Domains To Be Successful Online Growth Online Presence 5% Only of Indian MSMEs have an online presence 33% Only of SMBs worldwide have a website 75% of businesses in Asia ran social marketing campaigns in ‘11 SMBs with a strong web presence report: 2x     Revenue increase 2x Hiring 103+ Growth rate 2x     Scarcity 11% 8x   Million .com domains registered Annual growth rate across all TLDs Increase in sales volume on Afternic since ‘07
  10. 10. Afternic Enables Smooth Transition with Fast-Transfer Technology 1 Purchase 2 Authorization Reseller partner purchases a domain from Afternic inventory. Afternic Reseller Buy Domain.com 3 Transfer Afternic requests Losing Registrar to start transfer and get authcode from Registry. Losing  Registrar Authcode Registry Afternic gives Reseller the authcode to transfer the domain via Registry. Afternic Authcode  + Owner  info Reseller Transfer Registry
  11. 11. The Only Global Premium Domain Reseller Network Europe   Canada   Caribbean   U.S.   Asia   Oceania   page 11 21
  12. 12. Why should your customers care? 12
  13. 13. Search Engines Like Shorter Domains •  Older,  more  established  domains  tend  to  be  shorter   •  Long,  exact  match  domains  tend  be  owned  by  spammers   •  Large  corporaKons  invest  into  shorter  names,    more  SEO  and   content   •  Shorter  domains  are  more  memorable  
  14. 14. Search Engines Love Exact Match Domains •  Exact  match  domains  perform  well  in  search  results;  recent  study   by  the  Open  Algorithm  confirmed  correlaKon  of  exact  match   domains  to  search  query  on  Google     •  Successful    brands  create  new  exact-­‐match  domains,  much  like   Amazon  and  Facebook   14
  15. 15. Search Engines Love Exact Match .com Domains 15
  16. 16. Search Engines Even Like Hyphenated Exact Match Domains 16
  17. 17. Keyword Match Improves Search Engine Position 17
  18. 18. New TLDs will Create Huge New Premium Domain Opportunity Now Yesterday 18     gTLD extensions in active use 23 Internationalized county-code extensions 250 Traditional country-code extensions New Options are now available: .PW    Professional Web .In.net   Subdomain for India Beginning this Year 66 New gTLD internationalized extensions 900 Global brands launch their own extensions 500+   New open gTLD extensions available
  19. 19. Million-dollar Question: Which Domains are Premium in New gTLDs? Suggest Value Refine Monitor •  Need  to  analyze  masses  of  data  and   iden0fy  candidate  domains   •  Need  to  pair  domains  with   market  data  valua0ons   •  Need  to  keep  updated  candidate  lists   based  on  news  and  global  trends   •  Need  to  monitor  prices  to  ensure   fair  market  value  
  20. 20. What’s in it for you? •  New  revenue  opportuni0es   –  Make  profit  on  premium  domain  sales   –  Extremely  high  renewal  rates   –  Premium  domain  customers  have  highest  life0me  value   •  BeAer  user  experience   –  More  domain  choices   •  Customer  reten0on   –  Don’t  let  your  customers  buy  them  elsewhere  
  21. 21. Get Involved: Integrate Premium Domains into Your Service Offering
  22. 22. These Resources Can Provide More Education on Premium Domains. www.DNJournal.com  (sales data over many years, domain trends, etc…) www.DNSaleprice.com (comparable sales by keyword) www.Namebio.com (domain comparables and resources) www.Archive.org (domain history) www.Valuate.com (rough domain appraisals – use when helpful) www.Domaintools.com (Whois/is name for sale/archive records) www.NameFind.com  (name suggestion engine) www.NameBee.com  (Domain Name Industry blog aggregator)  
  23. 23. Put Premium Domain Sales to Work for You. Call Us Today. Carissa Pompei Business Development Manager cp@afternic.com +1 781.839.2876 Bob Mountain Senior Vice President, Business Development mtn@afternic.com +1 508.878.0469 Nadya Morozova Director of Business Development, Europe nadya@afternic.com +44 782.612.1912
  24. 24. About Afternic “AGernic.com  the  largest  premium  domain  marketplace  in  the  world  with   over  100  par0cipa0ng  members  and  the  most  secure  and  advanced   technology  in  the  industry”   Brands     Afternic is the leading domain reseller network in the world, spanning four continents and serving nearly 1 billion domain queries per year. SmartName is a leading domain monetization company, generating millions of dollars in advertising revenue through advanced technology.
  25. 25. Thank You!!!

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