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New gTLDs: The Practicalities

of a Domain Launch

Roland LaPlanteSenior Vice President and CMOAfiliasFebruary 11, 2014

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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.

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These launches yield important learning

• Domain market is finite — but growing — in the short term

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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

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Broad appeal TLDs: volume

• Only .ME has sold >1M names since .MOBI

Broad appeal = cities, generics, .IDNs

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Broad appeal TLDs: distribution

• Distribution is critical to nTLD success

6 TLDs 100 - 400

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Broad appeal TLDs: adoption

• Success eventually found in USAGE– … and traffic (harder to measure)– Usage drives renewals

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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

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.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

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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!

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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

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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

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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

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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

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Security

• Security Policy Administration

• Website Security Section

• ICANN Security Reporting

• Abuse Point of Contact

• Security Feeds and Subscriptions

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Other Security Considerations

• Phishing

• SPAM

• Malware

• Botnets

• FastFlux

• … even if you don’t expect any!

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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

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Questions?

For a copy of this presentation, please send an email to:

matt@momentumevents.coor rlaplante@afilias.info