What Do New TLDs Mean for your Hosting Business?


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Are you ready to sell New Top Level Domains like .WEB, .MUSIC or .SPORT? How about obtaining your own company's .BRAND? Thanks to ICANN's New Top Level Domain program, hundreds of new domain name extensions like these will soon be a reality. Eisner will offer an update on the timelines and processes involved in the introduction of new domain extensions, examine how these new extensions will change Internet users’ perceptions of what is found to the “right of the dot” and explain how to ensure your hosting business is prepared to profit from them.

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What Do New TLDs Mean for your Hosting Business?

  1. 1. New Top Level Domains:The impact and opportunityAdam EisnerDirector, OpenSRSProduct Management
  2. 2. About Me Director, OpenSRS Product Management With Tucows 7+ years 12 years experience in web hosting, domain names, Internet marketing
  3. 3. About OpenSRS One of the world’s largest providers of domain names, SSL certificates and email 11,000+ resellers worldwide Toronto-based, offices in UK, Amsterdam, USA A division of Tucows
  4. 4. Demystifying Jargon Generic Top Level Domain (gTLD): worldwide domain under contract w/ICANN  Range from popular (.COM) to obscure (.CAT) Country Code Top Level Domain (ccTLD): represent countries  .CA, .US, .ME, .CO, etc. ICANN: Internet Corporation for Assigned Names and Numbers  Internet addressing, new TLD process
  5. 5. How Did We Get Here? Paris, June 2008: ICANN approves implementation of new TLD program 2009 – 2010: Several revisions of the Applicant Guidebook, studies on “vertical integration”, competition and other issues Singapore, June 2011: Final version of Applicant Guidebook approved, new TLD program approved, program launches
  6. 6. Result: New TLDs are Coming! ‘Right of the dot’ will matter Three major categories:  .BRAND TLDs: .OPENSRS, .GOOGLE, .FACEBOOK  GENERIC TLDs: .SEARCH, .WEB, .BLOG, .HOST, .CLOUD  COMMUNITY / SPECIAL INTEREST TLDs: .TORONTO, .PARIS, .ECO
  7. 7. Timelines January – April 2012: Applications accepted April 2012: Cards turned over November 2012: Applications approved Live in the root thereafter Additional round possible at a later date  It won’t be soon
  8. 8. PAUSE: What This is NOT About
  9. 9. What are the Opportunities? Get your own Reach new customers by selling others
  10. 10. Getting Your Own Stand alone among what could eventually be 1000+ potential Internet extensions  Don’t share the stage with anyone else  Put your business name on the right side of the dot  Imagine: all the good names are available!
  11. 11. Reinforce Community “Before the dot” is an anonymous, less measureable experience “After the dot” can be exclusive, private, premium, secure  YOU control who can buy a name
  12. 12. Community & Control“We need to provide a safe and reliable web space that will give our customers the trust and confidence to trade with us… we have website anarchy at the moment, with hundreds of sites for different businesses and products. With our own registry, we could control our web estate.”
  13. 13. Owning Experience & Insight www.BrandName.com www.twitter.com/BrandName www.facebook.com/BrandName www.My.BrandName
  14. 14. Costs Application fee: $185k (if successful)  Partially refundable  More if there are contentions, auctions, clarifications  Legal fees, marketing fees, etc.  Brand names can get away with lower budgets
  15. 15. How to Apply Fill out an extensive application  Details business model, technology providers, etc.  Consult the Draft Applicant Guidebook if interested Secure your partners  Running a registry yourself = bad idea  Many requirements around reliability – no-one wants a dead extension Applications reviewed in early 2012
  16. 16. New Customers: The Other Opp Hundreds of new extensions mean selling to dozens or hundreds of new markets  What would these extensions mean to the segments you currently market to?  What about new markets?
  17. 17. Spotted in the Wild
  18. 18. Spotted in the Wild
  19. 19. Spotted in the Wild
  20. 20. And All Sorts of Others*  .WEB  .IRAN  .PHONE  .GAY  .KOREA  .POKER  .BERLIN  .BAY  .SPORT  .NYC  .BIKE  .PEACE  .MUSIC  .LOVE  .QUEBEC  .BAYERN  .MADRID  .FAM  .GMBH  .MLS  .ECO  .GAMES  .MONEY  .CAR  . HOMES  . MUMBAI  . BOARD* Not a darn thing has been approved yet, though.
  21. 21. Size and Success It’s not easy.
  22. 22. gTLD Registrations Since 2001 All gTLDs .COM The other 21 Source: ICANN
  23. 23. A “Sellable” TLD … Is smartly priced (less than $30) Doesn’t have any wacky rules Follows the standard Resonates with end users
  24. 24. How Do I Sell Them? Most will partner with registrars Brands won’t sell to the public Integration should largely look the same as today’s extensions – just with more choice
  25. 25. Putting it All Together New TLDs represent an opportunity to secure your brand and community New extensions represent new markets and opportunities
  26. 26. Thank You!Adam EisnerDirector, OpenSRS Product ManagementAeisner @ tucows.com