whois .org? a review of current status, marketing models and branding strategy

© 2005 Public Interest Registry

Whois .ORG?Whois .ORG? A Review of Current Status, Marketing Models and A Review of Current Status, Marketing Models and

Branding StrategyBranding Strategy

Prepared on behalf of the: wwTLD Meeting

By:Edward G. Viltz

President / CEO Public Interest Registry

30 November, 2005

© 2005 Public Interest RegistryServing the Public

Interest

.ORG Facts.ORG Facts

• Created in 1984 as a generic Top Level Domain (gTLD)

– Originally intended for “others” (i.e. not com or net)

– Community branded for “non-profit Organizations”

• 3rd Largest gTLD

– 4,000,000 .ORG domains worldwide

– 5th Largest including Country Codes (ccTLDs)

• Heritage of credibility and trust amongst internet users

– “Unrestricted” Top Level Domain

• Managed by the Public Interest Registry (PIR)

– Formed by the Internet Society (ISOC)

– Transitioned Registry after ICANN award October 2002

– Backend support provided by Afilias Global Services


Interest

What Makes .ORG Unique?What Makes .ORG Unique?

• 501(c3) Status from IRS as a US non Profit

• .ORG Advisory Council

– Advice & Counsel from 21 International Leaders

• Appointed Members of the .ORG Community

• Specialists in Technology, Policy & Outreach

• Each World Region Represented

• All Revenue Surplus is invested back into to Internet through the Internet Society (ISOC)

– Implements Worldwide Programs on Behalf of PIR

• Education Initiatives

• Infrastructure Development

• Internet Expansion Programs

• Policy Positions

• Globally recognized as noncommercial


Interest

Who Is .ORG ?Who Is .ORG ?Examples of the CommunityExamples of the Community

International Health Organizations

www.doctorwithoutborders.org

Internet Communication Technology

www.chasquinet.org

Sports Organizations

www.wimbledon.org

Education

www.ccsse.org

The Arts

www.teatroallascalla.org

Hunger

www.sffoodbank.org


Interest

.ORG Growth: April 2001 To August 2005.ORG Growth: April 2001 To August 2005

.ORG Growth

02,000,00002,200,00002,400,00002,600,00002,800,00003,000,00003,200,00003,400,00003,600,00003,800,00004,000,000

Jul-0

1

Oct-0

1

Jan-

02

Apr-0

2

Jul-0

2

Oct-0

2

Jan-

03

Apr-0

3

Jul-0

3

Oct-0

3

Jan-

04

Apr-0

4

Jul-0

4

Oct-0

4

Jan-

05

Apr-0

5

Jul-0

5

By Quarter

Mill

ion

s o

f R

eg

istr

ati

on

s

Domain Count

Source: ICANN Monthly Reports http://www.icann.org/tlds/monthly-reports/


Interest

.ORG Domains by Region.ORG Domains by RegionAugust 2005August 2005

25,902

75,076

986,587

2,468,587 63%

339,514

Africa

Asia Pacific

Europe

Latin America and Caribbean

North America

Source: Public Interest Registry


Interest

.Org’s highest attributes also differentiate .org from .com .Org’s highest attributes also differentiate .org from .com domainsdomains

Thinking only about the (.org/.com) extension, how much does each word or phrase below apply to the (.org/.com) extension?

US% Saying “Applies”

Non-US% Saying “Applies”

+76+76

+34+34

+13+13

+26+26

+13+13

-6-6

+4+4

+64+64

+30+30

+22+22

+25+25

+5+5

-10-10

+7+7


Interest

Marketing & Distribution ModelMarketing & Distribution Model

• .ORG Domain name distribution through ICANN authorized Registrars exclusively

– RRA Agreement in place

– 180 Operational Registrars

– 64 In ramp up period

– 97 Pre-ramp up

– 341 Total “Registrars”

• Top 7 Registrars Total 63% of .ORG Domain Sales

• Top 25 Registrars Total 87% of .ORG Domain Sales


Interest

Registrar Support StrategyRegistrar Support Strategy(“Push” Strategy) (“Push” Strategy)

• Launch measurable incentive programs– Minimum one per quarter – Design to support multiple models

• Reseller/Retail

• Improve communications & support– Develop .ORG marketing tool kit

• Provide value proposition • Customizable electronic “ad slicks” • Provide .ORG usage statistics• Ensure consistent message

• Provide face to face Registrar Coverage– Expanded “Mind Share”– Ensure key Executive contact (ongoing)– Utilize dedicated business development support resources– Establish presence with target market Registrars

• Understand Registrar business model– Solicit program suggestions– Determine added value opportunities


Interest

Brand Differentiation StrategyBrand Differentiation Strategy(“Pull” Strategy)(“Pull” Strategy)

• Support outreach initiatives for Internet expansion in developing Countries – Implement outreach branding campaigns

• Design support programs in developing countries • Conduct Regionalized Internet non-profit seminars

– Work with local ccTLDs (Sponsor Co-Branding initiatives)– Provide Aggressive Registrar market development incentives– Strengthen targeted advertisement

• Free “Earned Media” versus Costly Ad Campaigns

• Leverage Advisory Council– Utilize AC members in outreach programs and relations – Conduct annual .ORG awards with AC judges – Launch web based speakers bureau

• Empower non-commercials through the Internet– Feature role models and non-profit success stories– Utilize web site as education tool – Expand Web based resource center


Interest

.ORG Domain Outreach Program.ORG Domain Outreach Program

• Initiative to assist developing countries in facilitating– Internet Expansion– Economic Development– .ORG Branding

• Provides Registrar incentives to grow .ORG market share– Opportunity to purchase .ORG Domain Names US$1.00 (1ST Year)– ~85% discount over developed countries– Attempt to incent flow through to Resellers & Registrants (end users) – Tested in Latin America & India 2005

• Results through October • Test Countries 106% growth increase over 2004 • Non test Countries 24% growth over 2004

– Hosted Nonprofit Seminars in India: “What the Internet can do for YOU!”

• Met with leaders in Business, Government & ccTLDs• Interviews with over 20 Industry Leading Journalists• Earned Media exposure to over 250 million people

• Extending and Expanding ODOP program in 2006– Latin America & Caribbean, – China/Southeast Asia– Africa


Interest

Opportunity for Registrar Growth (O.R.G.)Opportunity for Registrar Growth (O.R.G.)ProgramProgram

• Program Overview– Provide a rebate (account credit) to Eligible Registrars who

increase their registrations of .ORG domain names versus the registrations in the Base Period

– Duration 1 January 2006 – 31 march 2006– Based on number of registrations, NOT domain-years registered– Base Period .ORG Domain Names:

• .ORG registrations made during the same period year ago (i.e. during January-March 2005).

– All registrars are automatically enrolled in the program – New Registrations only– ODOP registrations excluded

% Growth of Incremental Domains Registered

Reward Amount

0% < 25% $0 USD

25% -< 50% $ 1 USD per incremental domain

50% -< 75% $ 1.50 USD per incremental domain

75+ $ 2.50 USD per incremental domain


Interest

.ORG Advertisement Samples.ORG Advertisement Samples

© 2005 Public Interest Registry

Questions?Questions?Thank you!Thank you!

For more information on .ORG

visit www.pir.org

whois .org? a review of current status, marketing models and branding strategy

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