1&1 hosting europe media event: new top level domains

New Top Level Domains

Neal McPherson

1&1 Hosting Europe Media Event

28 August 2013

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Introduction

Neal McPherson

Product ManagerNew Top Level Domains

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What are TLDs? Top Level Domains

Right of the Dot 1and1.com

Second Level 1and1.com

Third Level hosting.1and1.com

3rd, 2nd, Top Level

TLD Fun Fact: Japanese & Arabic other way around

What are TLDs?

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650+ Generic nTLDs

Structure of TLDs today – and what‘s coming

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22 gTLD.com

~290 ccTLDs.us.fr.de

645 Brands.acer.bmw.zara

104 IDNS.点看موقع.

1381 nTLDs

Today Upcoming

150+ Biz.cafe.dentist.florist.hotel

65 Geo.berlin.london.nyc

65 Tech.web.app.email

…

~35TLDsoffered by 1&15

1998

ICANN wished to increase possibilities for people get a free domain name

Wanted to encourage innovation

Namespace is getting full

+ 110 million.com + 15 million.de + 10 million.uk

Why are new TLDs coming?

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Three Key Issues

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1. Awareness of the Subject

There is a lack of awareness of the subject in general.

SMEs must be aware of important TLDs that could affect online presence

Business owners as well as individuals, should inform themselves in general, as well as which domain names are important to secure for them

Low awareness SEDO Report, March 2013

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Low awareness: What is 1&1 doing?

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Trying to drive as much awareness as possible among SMEs and consumers

Television Spots

Print Advertising

Social Media

Education Articles

Print Ads

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Three Key Issues

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2. The external process is complex and exact launch timing not known

The external process is complex

The timing of when each TLD will start is not known

Business Relations and Contractual Overview

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Registry•Verisign•dot Berlin• United Tld-Holding

• ...

Registrant•Customer

TMCHTrademark Clearing House

Contract (1)• „Registry

Agreement“

Contract (n)• With sunrise

Backend Provider• Verisign• Demand Media• TLD Box• Neustar

Contract (1)• „Service

Contract“

Contract (n)• „Registry /

Registrar Agreement“

Contract RAA (1)• „Registrar

Accreditation Agreement“

Contract (n)• Domain 1• …• Domain n

Registrar•1&1

Team dedicated to closely following developments and to implement the nTLDs into 1&1‘s systems as carefree for our customers as possible

Complicated external processCurrent ICANN nTLD Launch Timeline

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Complicated external processWhat is 1&1 doing to help customers?

Once you pre-order a domain with 1&1, we ensure you are fully aware of the progress of your selections in the launch process for each registry

100% secure, transparent, confidential and quick as possible

Expert advice on hand

1&1 uses its Global scale to secure optimal domain prices

We have created a pre-Order process that ensures customers are kept informed of all steps.and removes external complications

The Pre-Order process also gives customers best chance of getting their desired online identity

Three Key Issues

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3. Huge ChoiceWhat TLDs are important for me and how can I get the relevant domains?

Many hundreds of TLDs to choose from. Which is right for me?

Must be aware of important TLDs that could affect online presence

Business owners as well as individuals should inform themselves in general, as well as and which domain names are important to secure for them

Huge choice?

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AIM: Help our customers easily find the right domain name

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.blog .gmbh .cool .koeln .berlin .l

ondon .hotel .website .app .mobile .club .fashion .wedding .bank .blog .food .coffee .online .restaurant .fashion .pizza .shop .bar .news .reise .auto

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Huge choice: What does it mean for customers?

New opportunities to gain short and memorable online identity

nTLDs tell a story that instantly signal to potential visitors and customers what your site or business is about

New possibilities for online branding from geographic or topical identities

Be better found in Search Engines

Can build a traffic driving portfolio more cheaply than in current environment

KEY CHALLENGE – SMBs need to inform themselves of when relevant nTLDs are launching across time and which domains are most important to secure

Short and memorable:

neal.blog, mcpherson.family, crete-trip.photos OR neal@mcpherson.mail

nTLDs tell a story :harris.hotel, smithelectric.london, jonespartners.law

Be better found in Search engines 123electric.com 345electric.com smithelectric.london xyzelectric.com

Traffic driving portfolio jonespartners.co.uk, jonespartners.law, jonespartners.london, jones.partnerspropertylaw.help, ukpropertylaw.expert

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Huge Choice: New Domains in usage

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Top 10 TLDs per country

1. SHOP2. ONLINE3. WEB4. BERLIN5. HAMBURG6. GMBH7. APP8. BAYERN9. NRW10. MAIL

1. LONDON2. ONLINE3. WEB4. SHOP5. LTD6. APP7. WEBSITE8. BLOG9. WALES10. SITE

1. PARIS2. WEB3. BLOG4. ONLINE5. SITE6. ONLINE7. SHOP8. STORE9. LUXE10. MOBILE

1. WEB2. ONLINE3. MADRID4. BARCELON

A

5. BLOG6. TIENDA7. APP8. HOTEL9. VIAJES10. MAIL

1. ONLINE2. WEB3. SHOP4. BLOG5. HOTEL6. SITE7. ART8. SPORT9. CAR10. TAXI

1. WEB2. SHOP3. ONLINE4. APP5. BLOG6. SITE7. NEWS8. CLUB9. HOTEL10. ROMA

Huge choice: How is 1&1 simplifying this?

Business nTLDS.cafe.dentist.hotel.lawyer

Geo nTLDs.berlin.london.paris.madrid

Generic nTLDs.web.online.shop.mail

Interests nTLD.football.family.mum.music

Deep understanding of market with nine

local country teams

3 mill. online presences and

businesses

Deep understanding of more than 200

industries

Direct channel to>35mio consumers

Best consulting by industry & regional

competence

Biggest varietyof nTLDs

Best portfolio to make domains

successful

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Homepage nTLD Portal

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TRUST

1&1 delivers to new gTLD registrants…

TIMELINESS

EXPERIENCE

WIDE SELECTION

INTERNATIONAL REACH

FLEXIBILITY

Agreements in place with ICANN

TV and print ad campaigns worldwide

Key player in raising awareness levels with SMB audiences

Why 1&1?

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700 nTLDs to choose from Among the largest portfolio of

all providers

Localisation in 10 markets All regional nTLD launches

covered

1&1’s domain expertise accessible to users of other hosting platforms

Large-scale industry experience

Localisation in 10 markets

Less scrupulous providers can take advantage of SMBs’ expressions of demand

1&1 on top of every registry process Regular updates mean customers

wont miss a thing

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