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The .KE Marketing Plan 2010/11




          Moses Kemibaro
Chairman, KENIC Marketing Committee
     2nd July 2010, KENIC AGM
                                      1
KENIC – Where we are today.

 166 .KE domain name registrars.
 13,000+ registered and active domain
  names.
 15,000 .KE domains anticipated by
  end of 2010 (goal had been 19,000).
 Marketing to-date largely focussed on
  events such as hosting ICANN in
  March 2010 and Internet Governance
  Forums as well as PR and Media.

                                          2
Where do we go from here?

 Collaborate with .KE registrars on
  their needs and expectations for
  marketing and service initiatives.
 Strengthen and grow the .KE brand in
  Kenya and beyond as a quality
  domain choice.
 Improve the uptake of .KE domain
  names through strategic partnerships
  in public and private sectors.
 Make .KE top of mind of end-users.
                                         3
How do we get there?

 Working with .KE registrars on co-
  branded marketing campaigns based
  on registrar needs and the market.
 Use existing (e.g volume and multi-
  year discounts) and new incentives to
  increase domain name registrations
  and renewals.
 Encourage registrations of new .KE
  extensions introduced as well as
  existing (older) extensions.
                                          4
What the market reserch tells us.

 .KE domains compete heavily with
  global domains like .COM.
 .KE domains perceived as lower
  quality than other global domains.
 General local awareness of .KE
  domain names exists in the
  marketplace.
 Internet and Mobile uptake exploding!


                                          5
Are .KE domain names really expensive?

   Country       Domain    Cost End User Cost % Margin   Statistics
Global         .com/.net     429         750      75%    87,679,167
Kenya          .ke         2,000       3,500      75%          9,508
UK             .uk           335       1,675     400%     6,000,000
Germany        .de         5,510       8,265      50%    12,161,684
India          .in           395       1,270     222%
South Africa   .za           500       1,500     200%       416,736
Ghana          .gh         2,275       4,000      76%         1,298
Brazil         .br         5,025       8,710      73%     1,000,000




                                                                   6
KENIC and .KE on-going value addition.

 A new and better domain name
  registry system was installed last
  year that is world-class.
 Introduction of new domain names at
  the end of last year.
 Registrar payments can now be
  received via MPESA.
 New systems are being deployed to
  make the registry even better for
  registrars.
                                         7
The .KE value proposition.

 .KE domains are relatively few to-
  date so its easy to get a preferred
  domain name than other global
  domains like .COM.
 .KE domains are specific to Kenya
  and as such are local and represent a
  Kenyan indentity to the world.
 .KE domain names are well protected
  by local and international intellectual
  property rights.
                                            8
.KE domain volume discounts.


 2 Years Advance Payment: 5%
 3 Years Advance Payment: 15%
 4 Years Advance Payment: 20%
 5 Years Advance Payment: 25%




                                 9
.KE domain pre-payment discounts.


 0 to 50 - No Discount
 51 to 250 – 5%
 251 to 500 - 7.5%
 501 to 1000 – 12.5%
 1001 to 2000 – 20%
 Over 2000 - 50%


                                    10
.KE domains by the numbers – July 2010
 AC.KE   298
 GO.KE   268
 SC.KE   34
 CO.KE   11728
 INFO.KE 21
 ME.KE 61
 MOBI.KE16
 NE.KE 24
 OR.KE   739
                                         11
.ME.KE Marketing Campaign.

 KENIC is pushing for .ME.KE domain
  names to be sold aggressively by
  registrars from today.
 The cost of .ME.KE domains is only
  Kes. 500.00 which is significantly less
  than the Kes. 2,000.00 for other
  domains.
 .ME.KE branded t-shirts are being
  customized for registrars today and
  branded bags are also being
  distributed.
                                            12
.ME.KE Marketing Campaign.




                             13
.ME.KE Marketing Campaign /2




                               14
What (we think) needs to happen in 2010/11

 Find out from .KE registrars what
  their needs are of KENIC so as to
  increase domain sales and retention,
  as well as overall servic delivery.
 Benchmark KENIC marketing
  activities to those of other leading
  gTLDs and ccTLDs (fact finding)
 Determine what the “core” of KENIC
  is in terms of what it is and what is on
  offer which will drive marketing
  activities going forward.
                                             15
Thank you! Q&A and Open Discussions.




                                       16

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KENIC Marketing Plan 2010/11

  • 1. The .KE Marketing Plan 2010/11 Moses Kemibaro Chairman, KENIC Marketing Committee 2nd July 2010, KENIC AGM 1
  • 2. KENIC – Where we are today.  166 .KE domain name registrars.  13,000+ registered and active domain names.  15,000 .KE domains anticipated by end of 2010 (goal had been 19,000).  Marketing to-date largely focussed on events such as hosting ICANN in March 2010 and Internet Governance Forums as well as PR and Media. 2
  • 3. Where do we go from here?  Collaborate with .KE registrars on their needs and expectations for marketing and service initiatives.  Strengthen and grow the .KE brand in Kenya and beyond as a quality domain choice.  Improve the uptake of .KE domain names through strategic partnerships in public and private sectors.  Make .KE top of mind of end-users. 3
  • 4. How do we get there?  Working with .KE registrars on co- branded marketing campaigns based on registrar needs and the market.  Use existing (e.g volume and multi- year discounts) and new incentives to increase domain name registrations and renewals.  Encourage registrations of new .KE extensions introduced as well as existing (older) extensions. 4
  • 5. What the market reserch tells us.  .KE domains compete heavily with global domains like .COM.  .KE domains perceived as lower quality than other global domains.  General local awareness of .KE domain names exists in the marketplace.  Internet and Mobile uptake exploding! 5
  • 6. Are .KE domain names really expensive? Country Domain Cost End User Cost % Margin Statistics Global .com/.net 429 750 75% 87,679,167 Kenya .ke 2,000 3,500 75% 9,508 UK .uk 335 1,675 400% 6,000,000 Germany .de 5,510 8,265 50% 12,161,684 India .in 395 1,270 222% South Africa .za 500 1,500 200% 416,736 Ghana .gh 2,275 4,000 76% 1,298 Brazil .br 5,025 8,710 73% 1,000,000 6
  • 7. KENIC and .KE on-going value addition.  A new and better domain name registry system was installed last year that is world-class.  Introduction of new domain names at the end of last year.  Registrar payments can now be received via MPESA.  New systems are being deployed to make the registry even better for registrars. 7
  • 8. The .KE value proposition.  .KE domains are relatively few to- date so its easy to get a preferred domain name than other global domains like .COM.  .KE domains are specific to Kenya and as such are local and represent a Kenyan indentity to the world.  .KE domain names are well protected by local and international intellectual property rights. 8
  • 9. .KE domain volume discounts.  2 Years Advance Payment: 5%  3 Years Advance Payment: 15%  4 Years Advance Payment: 20%  5 Years Advance Payment: 25% 9
  • 10. .KE domain pre-payment discounts.  0 to 50 - No Discount  51 to 250 – 5%  251 to 500 - 7.5%  501 to 1000 – 12.5%  1001 to 2000 – 20%  Over 2000 - 50% 10
  • 11. .KE domains by the numbers – July 2010  AC.KE 298  GO.KE 268  SC.KE 34  CO.KE 11728  INFO.KE 21  ME.KE 61  MOBI.KE16  NE.KE 24  OR.KE 739 11
  • 12. .ME.KE Marketing Campaign.  KENIC is pushing for .ME.KE domain names to be sold aggressively by registrars from today.  The cost of .ME.KE domains is only Kes. 500.00 which is significantly less than the Kes. 2,000.00 for other domains.  .ME.KE branded t-shirts are being customized for registrars today and branded bags are also being distributed. 12
  • 15. What (we think) needs to happen in 2010/11  Find out from .KE registrars what their needs are of KENIC so as to increase domain sales and retention, as well as overall servic delivery.  Benchmark KENIC marketing activities to those of other leading gTLDs and ccTLDs (fact finding)  Determine what the “core” of KENIC is in terms of what it is and what is on offer which will drive marketing activities going forward. 15
  • 16. Thank you! Q&A and Open Discussions. 16