11. tlds coexisting-in-new-environment

11. tlds coexisting-in-new-environment

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  ccTLDs and gTLDs: Co-existingin a New Environment Thomas Barrett EnCirca – President
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  About Me • Founderof two ICANN Registrars (EnCirca and Name Share) • Founder of Calzone.org DNS industry calendar • Operator of .pw ccTLD • Member of .usTLD Stakeholder Council • Member of .Bank Security Standards Working Group Past • CEO of NetNames corporate registrar (sold to NetBenefit) • Founder of Afilias Registry • Consultant for Neustar Registry • Built Internet service for conducting Trademark Research 10/6/2015 ccTLDs Co-Existing in a New Environment 2
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  About EnCirca • ICANN-AccreditedRegistrar • Supports all gTLDs (old and new) and many ccTLDs • Trademark Agent to Trademark Clearinghouse • Positioning: Top Registrar for restricted TLDs • Providing authentication consulting and software services for restricted gTLDs • .travel, .jobs etc. • .Realtor (exclusive registrar for this new dot-brand gTLD: 90K names) • .Pharmacy • .Bank 10/6/2015 ccTLDs Co-Existing in a New Environment 3
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  By The Way Co-Existingis not enough. 10/6/2015 ccTLDs Co-Existing in a New Environment 4 You want to Win. How?
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  10/6/2015 ccTLDs Co-Existingin a New Environment 5 Positioning
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  Positioning Defined • "theplace a brand occupies in consumers' minds relative to competing offerings". • And YES, every TLD is a Brand !!! • Positioning will happen whether or not a company's management is proactive, reactive or passive 10/6/2015 ccTLDs Co-Existing in a New Environment 6
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  Attributes of LegacyTLDs (cc and g) Typically: - Monopoly position - Restricted - Eligibility – who can get one? - Naming- what names can they register? What is reserved? - Use – How can they use it? - Expensive - Limited Distribution and Channel Policies - Complacent! 10/6/2015 ccTLDs Co-Existing in a New Environment 7
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  What’s New? • Hundredsof new extensions were added in 2014 • Hundreds more in 2015 10/6/2015 ccTLDs Co-Existing in a New Environment 8
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  Attributes of newGTLDs • Some are completely open – just like com • Some are restricted – like .Realtor or .NGO • Some are geographic – like .Berlin or .Africa • Some are brands – like .IBM or .Samsung • Some have large distribution channels and some do not • Some are pro-actively positioning themselves • but most are not, So, the market is deciding what their positioning is. 10/6/2015 ccTLDs Co-Existing in a New Environment 9
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  Impact of NewgTLDs • Exponentially increases Supply • Segmentation of the Marketplace This means new gTLDs will siphon users from old TLDS • The .COM TLD is getting hit hard… • .club • .xyz • .guru • .photography 10/6/2015 ccTLDs Co-Existing in a New Environment 10
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  New gTLDs ThatWill Siphon from .EDU .College .School .Academy .Institute .Shiksha .Degree .University .Schule .Education .Scholarships .prof .Science .Courses .Study .How 10/6/2015 ccTLDs Co-Existing in a New Environment 11
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  New gTLDs ThatWill Siphon From .Org .Charity .Green .Eco .Organic .HIV .Gripe .Sucks .Feedback .Fan .Fans .Gives .Giving .Vote .Voto .Voting .RIP .Memorial .Bible .GOP .Republican .Democrat .Catholic .Catholic IDNS (including Arabic) .Church 10/6/2015 ccTLDs Co-Existing in a New Environment 12 The non-profit world is being sliced and diced into narrow market segments
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  New TLDs thatwill Siphon from ccTLDS .Abudhabi .Doha .Dubai .Istanbul .Berlin .London .NYC .LasVegas .Sydney .Brussels .Amsterdam .PersianGulf .country .global .eu .Asia .Africa .lat .co.com .Arab .Shia .Pars .Irish .Desi .Scot .cymu .Wales .Islam .Halal 10/6/2015 ccTLDs Co-Existing in a New Environment 13 ccTLD Registries Should Anticipate That New TLDs Will Threaten Their Business (The threat is about more than just the string)
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  Different Ways toEvolve • Enhance offerings, i.e. Security., Directory, Monitoring • Relax restrictions • Change policies • Release reserved names – spark a land rush • Increase distribution channel • Incentivize distribution channel, i.e. extend credit • Enable monetizing and aftermarket of used names • Promote your brand 10/6/2015 ccTLDs Co-Existing in a New Environment 14
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  Stay on theRadar 10/6/2015 ccTLDs Co-Existing in a New Environment 15
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  Examples of legacyTLDs evolving • .usTLD • Make "America's Address" Yours! • Creating a stakeholder council • Conducting virtual town hall to conduct market research • .UK • Opened up the second level • .com • VERISIGN IS A GLOBAL LEADER IN DOMAIN NAMES AND INTERNET SECURITY • CYBERSECURITY • DDOS • THREAT PROTECTION • .org • Providing people and organizations an identity online, where everyone has a voice. • Cannibalizing .org with .NGO and .ONG • Unveiled the name of the new online community for NGOs, nonprofits and charities: OnGood! Available in early 2015, OnGood will be a versatile online tool to help garner greater visibility and raise funds for NGOs. 10/6/2015 ccTLDs Co-Existing in a New Environment 16
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  What Should LegacyccTLDs Do? •Anticipate possible threats •Emphasize your positioning (or re-position if necessary) •Don’t be mute. •Evolve 10/6/2015 ccTLDs Co-Existing in a New Environment 17
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  Positioning • "the placea brand occupies in consumers' minds relative to competing offerings". • And YES, every TLD is a Brand !!! • Positioning will happen one way or another • So influence how it happens 10/6/2015 ccTLDs Co-Existing in a New Environment 18
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  Questions? 10/6/2015 ccTLDs Co-Existingin a New Environment 19