9th CENTR marketing workshopFlorence 29/30 November 2012

speaker

Gabriele SposatoSales and Marketing Manager for Dada GroupFrom March 2010 is the EU Sales and Marketing Manager in Dada

Gabriele has worked as entepreneur within the Internet, technologies and digital advertising since 1997. He joined Dada in 2001 when his company became part of the Dada group.

speaker

Kelly SalterDomain Product Management & Registry Relations for Dada GroupFrom September 2011 has managed the relationships with all Domain registries and authorities.  Kelly has worked within the internet since 2004 and joined the Dada group in January 2008 where she has specialized in the domain name industry.

AgendaoDada history overviewoOur new gTlds journey to dateo‘.Praxi’ case historyoOur future as a RegistraroThe market in the futureoThe customers behaviour in the future

DADAhistory

overview

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Dada Group History Overview

1995 2012

Turnover: ~80 mlnClients: ~510kDomains: ~1,8 mlnWeb sites: ~600kEmployees: ~400

Born in ‘95. First ICANN accredited registrar in Italy, Top European D&H Market player with a presence in 7 European countries with 5 local D&H brands

START UP

ENTERPRISE

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Long-standing and growth track record

Customer Base evolution Domain portfolio evolution

100,000

200,000

300,000

400,000

500,000

400,000

800,000

1,200,000

1,600,000

2,000,000

2008 2009 2010 2011 H1 2012 2008* 2009 2010 2011 H1 2012

Customer base and domain portfolio evolution

Our new gTld journey to date

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ICANN new gTlds Program Launch

2011 2012 2013

June-July

Retail: Decision to begin soft outreach educational journey to introduce concept of new gTLDs launching. Informative piece – “Will ICANN Increase Number of Domain Extensions”, “gTLDs The new www revolution”…

Brand: Decision to offer consultation if requested for gTLD applicants but focus on key message of monitoring applications for brands and reinforcing brand protection initiatives such as ccTlds new registrations and domains recoveries.

Dada new gTlds journey to dateICANN new gTlds Program Launch

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Educational phase

2011 2012 2013

Sept - Dec

Brand: Intensive dedicated educational program over new gTlds. Strategic insights over opportunities, risks and benefits of applying or not for a .brand, the evaluation process, costs and timing. We’ve assisted many customers providing an independent overview of the efforts required in order to take informed decisions on whether or not to apply.

Dada new gTlds experience to dateEducational phase

Retail: Press release, social and article marketing initiatives to explains what opportunities are available over this radical change and how to take advantage of them.

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The application window

2011 2012 2013

Jan - April

Brand: The main concern of most of our Brand customers was related to how they could keep protecting their Brand in a changing environment where the confusion was increasing. That’s why we’ve designed and launched a specific new gTLD monitor service and keeping them constantly informed and advised, offering consultations on. During this time window we’ve helped many customers in defining the proper strategy and helped Praxi Spa to apply for his own TLD.

Dada new gTlds experience to dateThe Application window

.praxicase

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Who’s Praxi?

.Praxi case history

With share capital of EUR 6 million, Praxi’s organizational structure includes 250 employees in ten offices, across the following four operating Divisions:

- Management Consulting- Information Technologies- Valuations and Appraisals- Human Resources

Who’s Praxi?

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What Praxi does?

.Praxi case history

“Since 1966 Praxi has been assisting private companies and public bodies to develop, improve and innovate their organizations.

Through our profound experience and attention to value creation, further enhanced by project teams possessing a shared professional culture but a diverse range of competencies, we help our clients reach significant development goals and truly innovate.”

What Praxi does?

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Why the TLD .praxi?

.Praxi Case history

Early adoption of a TLD puts Praxi S.p.A. at the forefront of technological change, which is critical for the long-term growth of Praxi’s multi-business, technology-centric business model .praxi;

Serve to strengthen Praxi's reputation as a “partner in innovation and development”;

Reinforce Praxi’s commitment to the protection of intellectual property open up new opportunities to compete at a global level;

Why the TLD .praxi?

Stimulate innovation and create a praxi community:

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The Reveal Day!

2011 2012 2013

13 June

Dada new gTlds experience to dateThe Reveal Day!

Source:

our futureas a registrar

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Our future as a Registrar

Positives:

More choice for customers

Brand innovation that changes the use of domains

New marketing opportunities

Negatives: Customer confusionSilent privatization of the webHuge strain on resources

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Our future as a Registrar

Dada will offer all commercial open new gTLDs.

1. Directly accredit with all

2. Directly accredit with some and use 3rd party

3. Use 3rd party

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Our future as a Registrar

The 3rd party?

ICANN Accredited registrar or ICANN Accredited registry

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Our future as a Registrar

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Our future as a Registrar

Source; http://www.google.com/intl/en/takeaction/whats-at-stake/

The market in the future

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The market in the future

.com over the years

1985 ; 6 domain names registered

1990 ; 844 domain names registered

1995 ; 110,058 domain names registered

2000 ; 20,369,698 domain names registered

2005 ; 43,378.257 domain names registered

2012 ; (June 30th) ; 103.7 million domain names registered

Source; Verisign

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The market in the future

.Bentley and the Internet

“….the TLD will be deployed in a variety of visionary and innovative ways including new ways of allocating domains at the second level for use by the Bentley dealer network. These could in turn be developed for the deployment of unique and innovative applications that could be exclusive to their field.”

“……exciting and innovative automotive technologies which will allow owners the ability to communicate with their vehicles or ……. technologies have yet to progress beyond the level of research and development it is inevitable that all such innovations will be enhanced by the ability to be deployed within a trusted portion of the namespace such as dot BENTLEY.”

Source; http://gtldresult.icann.org

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The market in the future

.BMW and the Internet

“BMW, for example, was the first automobile manufacturer to offer its drivers Google Internet access from an on-vehicle computer. BMW is also the first automobile manufacturer to provide on-vehicle computer access to Facebook and Twitter through its BMW mobile phone app, BMW Connected. BMW is constantly creating new ways to keep its drivers and customers connected.

Source; http://gtldresult.icann.org

the customers behaviour

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Customers behaviour in the future

?

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Customers behaviour in the future

Brands

Major brands will look to have their own .brand

Smaller brands will refine their domain strategy

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Customers behaviour in the future

Geographic

Create local experiences for local communities and business’

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Customers behaviour in the future

Niche

Will innovate to deliver to the specific needs of their nicheunlike anything that has come before

Thanks!

Q&A?

free drinkSee you all at COLLE BERETO CAFÈ

Piazza Strozzi 5/r - Florence