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Domain Disruption

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Directors at Public Interest Registry, Lauren Price & Ulrich Retzlaff give us a general overview of the changing domain name industry and how you can benefit.

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Domain Disruption

  1. 1. Domain Disruption Uli Retzlaff
  2. 2. The not-for-profit manager of the .ORG domain, an open, global domain name registry that offers a unique home for organizations. www.pir.org
  3. 3. New Domains In the root since October 2013 Started with IDNs -Original aspect was to bring the internet to new groups and languages 2012 – 1930 applications 292 applications withdrawn. 52 unlikely to proceed.
  4. 4. New gTLD Status 444 Delegated 1176 passed (contracting phase) 540 signed 582 in process 54 awaiting response 410 not yet eligible 5 objections (GAC) 18 GAC advice 390 in contention (2+) *Source ICANN, December 7th
  5. 5. Expectations Revolution Innovation New markets Localization (IDNs)
  6. 6. Business Models - High Volume - Visibility - Domains as hook for other products - Registry image bad - Lower perception of worth for domain names - No revenue for registry - Tension in the industry - Dilluting the perceived worth of domain names Free TLDs
  7. 7. Business Models Generic TLDs • Diversity of the namespace • Better suited to new uses (or to develop them) • Understandable for the public • Com clones • Too many generics • TM holder issues
  8. 8. Business Models • Geographical and cultural links • Easy to identify with TLDs • Cities boost public services • Overlap with local cctld • Complex registration rules GEO TLDs
  9. 9. Business Models • New Markets • New Users • New Uses • Technically more complex • Risk of excluding users (all spoke english before) • Universal acceptance IDN Tlds
  10. 10. Status Review Sunrise: Overall Dissapointing 3.4 Million registered General Development: Not overly exiting Renewals to come
  11. 11. Why is that? • Too many domains at once • Storefront presentation • Newsletter every two hours • Registrars sell existing TLDs
  12. 12. Registry Issues?! • Registration Policies • New Domains are costly • More costly than traditional add-on services
  13. 13. Of 3 Mio scanned nTLDs: Parked Domains: 228.208 Temporary Page: 1.105.943 Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes P
  14. 14. Of 3 Mio scanned nTLDs: Redirected Domains to a different TLD: 38.298 Redirected to a different website/ domain name: 140.562 Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes
  15. 15. Of 3 Mio scanned nTLDs: Inactive/ unreachable: 860.921 of which have a faulty redirect 11.428 (intention good outcome bad) Source: Domainsbot, Nov. 2014 Based on DNS analysis and http-response codes
  16. 16. What’s the secret? Domains are just a box. It depends on what you put in it! Move from an industry centered space to a consumer centered space.
  17. 17. New Domains need Attention & Love
  18. 18. Thank you! uretzlaff@pir.org
  19. 19. Marketing Trends Lauren Price
  20. 20. The domain industry has been busy.
  21. 21. 1400 new TLDs
  22. 22. And we are worried about this: Customer Confusion
  23. 23. Confused customers don’t buy!
  24. 24. Preventing confusion has resulted in major changes
  25. 25. Storefront Strategies
  26. 26. Domain Drop Down Menu
  27. 27. Why? Customer Confusion
  28. 28. Confused customers don’t buy!
  29. 29. Search Bar
  30. 30. As a registry, we know our marketing tactics have to change as a result.
  31. 31. B to B B to C
  32. 32. Why? Customer Confusion
  33. 33. 1400 new TLDs
  34. 34. Confused customers don’t buy!
  35. 35. .NYC on Taxis in New York
  36. 36. .website on a truck in Los Angeles
  37. 37. .fitness at a heath & fitness event
  38. 38. .attorney at a bus station
  39. 39. .org tv ads in India
  40. 40. .org domains will have doubled at the end of 2014 vs 2009 Video Advertising to consumers
  41. 41. And that strong message continues into 2015 with a new .org television ad.
  42. 42. Your storefront real estate is value and limited. It is important you make smart choices on what domains to carry and promote.
  43. 43. Helpful questions to consider for your business: • How will you decide what to carry? • How will you organize your storefront to prevent confusion?
  44. 44. Helpful questions to consider for your business: • How well do they know their market? • Can they size their market? • Do they have market data to share with you?
  45. 45. • What kind of marketing investments are they pursing? • What branding and awareness efforts do they have underway? • Do these activities appear to be short term bursts or a long term investments?
  46. 46. The opportunities in front of us are exciting! Make smart and educated choices.
  47. 47. Thank You!

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