new gtlds: the practicalities of a domain launch
DESCRIPTION
New gTLDs: The Practicalities of a Domain Launch. Roland LaPlante Senior Vice President and CMO Afilias February 11, 2014. New gTLDs: A Quick Background. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/1.jpg)
1
New gTLDs: The Practicalities
of a Domain Launch
Roland LaPlanteSenior Vice President and CMOAfiliasFebruary 11, 2014
![Page 2: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/2.jpg)
2
New gTLDs: A Quick Background
• 2001 - 2004: ICANN allowed 14 new generic Top Level Domains (gTLDs) into the Internet (info, mobi, pro, aero, asia, biz, cat, coop, jobs, museum, name, tel, travel, xxx)
• 2011: ICANN approves new program to allow virtually unlimited applications for new gTLDs
• 2012: 1930 applications submitted for new gTLDs
• Brands, Cities, Generics, Communities, etc.
• 2014: IDNs, cities, generics begin to go live. More than 100 now live in the “root” and hundreds more to go live in the near future.
![Page 3: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/3.jpg)
3
These launches yield important learning
• Domain market is finite — but growing — in the short term
![Page 4: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/4.jpg)
4
Share or market expansion?
• Market is growing about 10% annually since 2009• +27M names per year
– … includes ccTLDs and com/net—tough competition• 16 new TLDS have gained a 7% market share to date
![Page 5: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/5.jpg)
5
Broad appeal TLDs: volume
• Only .ME has sold >1M names since .MOBI
Broad appeal = cities, generics, .IDNs
![Page 6: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/6.jpg)
6
Broad appeal TLDs: distribution
• Distribution is critical to nTLD success
6 TLDs 100 - 400
![Page 7: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/7.jpg)
7
Broad appeal TLDs: adoption
• Success eventually found in USAGE– … and traffic (harder to measure)– Usage drives renewals
![Page 8: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/8.jpg)
8
Broad appeal TLDs: learnings
• Volume: large volume will take time• Distribution:
– Get your distribution right at the beginning• Distribution>awareness>sales>usage> acceptance>more sales• Launch is the BEST reason to offer your TLD NOW• If launch is slow, momentum will be hard to regain• ICANN cannot compel registrars to carry you
– Channel knowledge is essential• WHO to talk to; WHAT to talk about
• Adoption:– nTLDs are new product launches (must build awareness/trust)– What makes you unique and better?– Monitor indicators (usage/traffic/other)
• Admin: do policies right, once
![Page 9: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/9.jpg)
9
.BRANDS are different
• Volume not the key• Distribution not as critical (or even desired)• Adoption IS KEY
– Usage trend must be planned and controlled• How to (eventually) migrate all that .com traffic?• Do NOT give up your heritage sites (e.g. .com) yet!
– Every brand will be different• Many lessons yet to be learned, but experience still
counts
![Page 10: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/10.jpg)
10
Brand TLDs: real and inherent benefits!
• If you applied, you are a VISIONARY!• Brand Owners are Registry Operators, who can control
• Eligibility: WHO is allowed to use a domain name in their TLD
• Usage: HOW each name is used• Rewards/penalties: YOU can take the site OFF the Internet
• DNSSEC: Technical encryption is REQUIRED by ICANN for EVERY new TLD to stymie hijacking and phishing
• At last…
Control and Security!
![Page 11: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/11.jpg)
11
Be Advised …
• If you don’t have your own domain — or plan to get one in the next round — your competitors likely will have one
• The competitive advantage places TLD owners literal years ahead in establishing unique Internet presence
• Potential results of owning a domain:
• Migrating customers to your own social network(s)
• Controlling “big data” about YOUR customers
• Establishing brand as an innovator in digital space
• Reinforcing consumer trust in your brand
![Page 12: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/12.jpg)
12
Beyond your business strategy: administrivia!
• Having a business strategy for domain of paramount importance
• ICANN “regulates” the Internet naming system. It will “regulate” you as an “ICANN Designated Registry Operator”:
• Compliance
• Policies
• Security
![Page 13: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/13.jpg)
13
Compliance
• ICANN-required Registry Website
• ICANN Point of Contact
• Trademark Clearinghouse (TMCH) Coordination
• Registrar Accreditation and OT&E
• Registry Analytics and Reporting
• 24x7x365 Customer Service Support
• URS Procedure Compliance
• Registry Code of Conduct Compliance
![Page 14: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/14.jpg)
14
Policies
• ICANN Policy Issues
• IP Rights Protection Administration
• TMCH (Trademark Clearinghouse)
• URS (Uniform Rapid Suspension)
• PDDRP (Post Delegation Dispute Resolution Procedure)
• More …
• Escrow Coordination
• Registry-Registrar Agreement Compliance
![Page 15: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/15.jpg)
15
Security
• Security Policy Administration
• Website Security Section
• ICANN Security Reporting
• Abuse Point of Contact
• Security Feeds and Subscriptions
![Page 16: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/16.jpg)
16
Other Security Considerations
• Phishing
• SPAM
• Malware
• Botnets
• FastFlux
• … even if you don’t expect any!
![Page 17: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/17.jpg)
17
Nothing’s Impossible … but Knowledge is the First Step
• Build your brand’s education so you can educate your consumers effectively and take the leadership role
• Digital Marketing & gTLD Strategy Congress NYC, March 3-4, 2014
• www.gtldworldcongress.com
• Afilias is a proud sponsor
• www.afilias.info
![Page 18: New gTLDs: The Practicalities of a Domain Launch](https://reader035.vdocument.in/reader035/viewer/2022070500/56816874550346895ddee7f0/html5/thumbnails/18.jpg)
18
Questions?
For a copy of this presentation, please send an email to: