Sedo is a large domain marketplace and parking provider that is looking to expand its services. It recently improved its parking statistics tool to be faster, more usable, and include new functions. Sedo also launched SedoMLS, which allows registrars and their customers access to domains in Sedo's global inventory. SedoMLS comes in Basic and Premium versions, with Premium allowing for instant domain transfers. Sedo hopes to partner with more registrars and help them sell domains through the SedoMLS network. It also discussed opportunities around the new gTLD launches, including providing auction services for landrush, conflicts, and premium names.

1. Domainmeeting.pl
Future developments and perspectives for the
Sedo Marketplace and the opportunities with the
new gTLDs
Prepared by:
Matthias Meyer-Schönherr
Director Business Development
Sedo GmbH
1

2. Sedo Awards and Industry Recognition
Established 2001
Offices in US, Germany & UK
World‘s largest domain marketplace
Largest global partner network
One-Stop-Shop domain solution provider
> 14 Million domains for sale at Sedo
> 6 Million domains parked at Sedo
> 1 Million clients worldwide at Sedo
> 77 Million $ domain sales revenue
Awards: Domain Name Wire Survey Winner 2007-2009, Webhost
Directory Award, Domainers Choice Award 2008, Best Overall Domain
Solution 2010
In House Secure Transfer/Escrow Team
Licensee of the TRUSTe Privacy Program

3. Outline
1. Improved Parking Statistics
2. SedoMLS
3. New TLDs and what we can do

4. What are we talking about?

5. Customer Feedback
FocusOnline Survey, August 2010 2010
Group, Boston,feedback
Continuous September
Munich,
SedoPro World Tour

6. Customer Feedback
Integrate better the
The biggest problem
parking and sales Make it faster
53.1 % >
is load time
Sedo should offer a
sections!
trimmed website.
The SedoPro domain parking I want to view my
I need to see which 46.5 % > Make it easier
interface is extremely portfolio stats!
keywords are to find what I need
I wantcomplicated!
a search
clicked and Make it easier to
function by ccTLD
searched for! organize
Remove that 3000 44.3 % > Make it
What I want to see is support bulk changes
a
domains limit! I miss the option to
History of optimizationeven for big portfolios
Better looking pages! check my different
changes!
portfolios at a glance
I want full details on 30.9 % > More
the sources of traffic. customized Reports

7. Sedo’s Next-Generation Parking Stats
Product Goals
1. Improved performance
2. Improved usability
3. New functions
4. New structure

8. Performance
Give 10 domains with sum of views and sum of earnings from last 32 days
ordered by earnings from an account with 500,000 parked domains.
2005 2011
6.93 sec 0.78 sec

9. Improved usability
Faster
Delivers more data
No more time outs
Easier to scale
Can handle your future growth

10. New Functions
1. History of optimization changes
2. Keywords searched on your parked domain
3. Advanced filters
4. Enhanced referrers
5. Custom Quick Views
6. Improved Portfolio management
7. Available in 4 languages

11. New Structure
My Sedo
Domain Management Reporting
Parking settings Sales settings Parking reports Sales reports
(future plan)
Domain details

13. Customer and Press Feedback
i hate it
Wow, talk about a leap forward…
My favorite feature is that the
the new interface is clean analytics seem more solid than
and easy to use. other parking platforms I have
used.
Leonard Holmes,
NameMonetizer.com
Comment on dnw.com
Das sieht fantastisch aus. …while the new interface is
Sehr gute Arbeit. Sehr much easier to understand
übersichtlich, mit neuen and manipulate, the biggest
Werkzeugen improvement in my mind is
und vor allem schnell. the speed at which it loads.
Post on Consultdomain.de Andrew Allemann, dnw.com

14. Axel Kaltz
Director of Sales Operations
Patrycja Krol
Country Manager Poland

15. Sedo’s domain market
vision
Anyone wanting a domain name has access to the global inventory of
all names in the market.
A purchase from the secondary market will be as safe and simple as it
is to register a name from the primary market.
The general public beyond the domain name industry recognizes and
values domain names as assets that are an integral part of any
branding effort. Domain names are seen as a legitimate investment
choice.

16. Challenges
• Imperfect global distribution network
• Lack of standardization
• Difficult and inefficient ownership verification process
• Some registries don’t believe in the secondary market
• Some registry rules prohibit easy and efficient transfers
• The general public still does not understand the value of
premium domain names

17. Strategies
Linking all Aftermarkets to pool inventory so our partners have access
to all available names through one source.
Working with ICANN and the registries to set standards and promote
an EPP based, safe and efficient transfer process.
Working through our marketing and PR efforts to educate the general
public about the value of domain names.
Building products that provide standardized global access to all names
from the secondary market and a suite of services that enable their
monetization, pricing and trade.

18. SedoMLS
Basic & Premium
SedoMLS provides participating registrars and their customers
access to domains from our global inventory.
1. SedoMLS Basic allows access to all domains listed for sale
at Sedo. It requires the Buyer to interact with Sedo directly.
2. SedoMLS Premium is our whitelabel, instant transfer
integration. We work with most major TLDs and keep
expanding our inventory through our new automatic
SedoMLS inventory listing process.

19. What is SedoMLS Premium?
Opportunity
SedoMLS Premium helps your clients to find the name they
want for their website from our inexpensive, fixed-price
domain inventory (95% is valued below $5,000). It also
allows to list the names for sale and pays a commission to
the registrar for each name sold.
Development
The growth of our SedoMLS Partner network is a main
strategic focus for Sedo in 2011 and 2012. We are quickly
adding registrars to the network every single month.
Result
As more registrars join the SedoMLS Premium network, the
product is getting stronger and more lucrative !

21. SedoMLS – What does this look like?

22. SedoMLS Premium Integration Example

23. More

24. SedoMLS Domain Sales Network
Buyer
Large Portfolios Registrar C Registrar A
Registrar B Registrar B Buyer
Registrar A Registrar C
Buyer
Retail Sellers
Buyer
Marketplace
Huge market – many registrars
Efficient channels – all names are priced
Liquid market – immediate fulfillment

25. Advantages of SedoMLS Basic
Get your clients the name they want!
You have access to our full inventory of names for sale. Our
brokerage team can help acquire names that are not listed.
Great additional benefits for your registrants
Value added services (pricing, parking, appraisals,
brokerage, promotion of their names, etc...)
Increase your domain renewal rate
Once a registrant views a domain as an asset, they are
more likely to renew the registration for the domain.
Buyers of premium names are more likely to purchase a
hosting package with it.

26. Advantages of SedoMLS Premium
Uninterrupted client experience
Keep the buyer on your website and get them the name
they want instantly!
Improved search and name spinning
Huge domain inventory and best-in class search
technology (integrated with Domainsbot)
Increase your domain renewal rate
Offer your registrants a simple way to sell their domains
through SedoMLS. Once a registrant views a domain as an
asset, they are more likely to renew the registration for
the domain.

27. Selling Names with SedoMLS Premium
Submit
domains
Benefits:
Receive Price your Very Large distribution & liquid
payment names
network means high sales
Simply send us your domain
names and we appraise them
for you
Total automation means you
SedoMLS get paid faster!
Sell domain
Integration

28. Buying Names with SedoMLS Premium
Users do a
search Benefits:
No hassle! Sedo takes care of
payments to sellers
Get invoice
less
Send query Flexible commission! You decide
to SedoMLS
commission how much to charge per sale
Great benefit for your registrants!
Huge domain inventory and best-
in class search technology
You maintain relationship with
Display
your registrants
Purchase
domains

29. SedoMLS Premium Transfers
SedoMLS
requests
transfer 3 easy steps:
1. Integrate SedoMLS optimized
search technology to your
website, using a simple yet
Receive 5%
Unlock & powerful API
return
commission
auth-code 2. Send cart and buyer data to
SedoMLS upon checkout
3. Enable backend inter-account
domain transfer
Transfer
domain
© Sedo.com LLC, 2009 -CONFIDENTIAL- 29

30. TLDs that are compliant
.com me
.net .it
.info .no
.org .ch
.biz .li
.asia .dk
.mobi .ws
.de .nl
.co .es

31. TLDs that are compliant
.pl:
•is in the approval process

32. Sedo Product Solutions
Landrush, Conflict and Premium Auctions
Registrar Parking (unused and expired names)
Marketplace Integration Options (SedoMLS, Standard Marketplace)
Expiring Products Choices
Value Added Services for your clients (Brokerage, Pricing, Promotion, Buy, Park, Sell)
Cross-Promotion and Partnership Benefits (Newsletter, Website, Affiliate Program
© Sedo, 2010 -CONFIDENTIAL- 32

33. New gTLD Auctions – Status Quo
•ICANN has published new (final ? ☺) gTLD
application guidebook as Steve explained in detail
• There was good progress and sense of urgency
has increased over the last three ICANN
conferences

34. New gTLD Auctions
Market Situation:
•Roughly >500 new gTLD applicants
•Brands and generics
•All of them needing a solution for sunrise / conflict
/ landrush / premium auctions

35. Once you want to participate you should have a solution for
sunrise, conflict, and premium auctions included in your
application will be paramount. With a stellar record of working
with registries such as Neustar and with new TLDs such as
.co, .mobi, .me Sedo can offer its auction partners:
The largest audience of global domain buyers
Outreach to the domain community in multiple languages
Expertise in running specialized auctions for registry
operators & clients
Custom marketing and promotional packages
A dedicated account manager for your sunrise, conflict, or
premium auction

36. Thank You!
Sedo.com
Facebook: SedoPartners
Twitter: SedoPartners
partners@sedo.com
Matthias Meyer-Schönherr
Axel Kaltz
Patrycja Krol