The Place of GeoTLDs within the new TLD Landscape

Dirk Krischenowski

DOTZON GmbH / dotBERLIN GmbH & Co. KG (.berlin)

Sofia, 15 Nov 2012

Some Basics

Where do we come from?

Ca. 300 ccTLDs

21 gTLDs

.de

.ni

.ch

.us

.bf

.in

.台湾 …

google.de

.com .info

.aero .name

.xxx .travel

.museum . …

google.com

Distribution of Domain Names today

~100 Million Domains ccTLDs

~140 Million Domains

gTLDs

~120 Mio .com/.net

Number of TLDs

Source: www.dot-nxt.com

New gTLDs Update

Key new gTLD Dates ahead

20 Nov – GAC Early Warnings

26 Nov – Qualifying Questions (on Geo status)

End Nov – Next update from ICANN

17 Dec – The DRAW occurs

End Dec – Similarity results

13 Jan – Qualifying Questions others start

13 Mar – End objection period

23 Mar – Evaluation result publishing start

Key new gTLD Dates ahead

Draft of for a Process

Prioritization geographic geo idn geotlds idn community based applications icann

Source: www.dot-nxt.com

Around 1,200 New

gTLDs

Ca. 300 ccTLDs 21 old

gTLDs

The Future

Draw prioritize new gtlds

Source: www.dot-nxt.com

GMX

MAIL

ACO

ALLFINANZBERATER

ALLFINANZBERATUNG

ALLFINANZ

ADAC

AUDI

BMW

MINI

BAYERN

BLANCO

REXROTH

DEUTSCHEPOST

TRUST

EPOST

DHL

vermögensberatung

POHL

vermögensberater

DVAG

MED

BERLIN

HIV

IMMO

REISE

SAARLAND

VERSICHERUNG

EDEKA

FRESENIUS

GEA

HAMBURG

IFM

GMBH

RICH

ONL

VIP

ONLINE

KSB

LINDE

MAN

EMERCK

MERCK

NRW

LLC

LLP

LTD

SARL

SRL

KOELN

COLOGNE

OBI

RUHR

BOSCH

RWE

SAP

SCHAEFFLER

WEB

SCHWARZGROUP

SCHWARZ

LIDL

SEW

SPIEGEL

STADA

TAXI

GMBH

TUI

VIP

BAUHAUS

Source: www.dot-nxt.com

Fearless new gTLD Projection next 5 Years

No. of new gTLDs

Domains 1st year

Domains total

Examples

2 5 mio 10 mio .shop .web

20 500 k 10 mio .nyc .free

200 50 k 10 mio .koeln

2,000 5 k 10 mio .bank

2,222 40 mio

Expect a small add-on in Numbers

~100 Million Domains ccTLDs

~140 Million Domains

gTLDs

~20-40 Million

new gTLD Domains expected

Counting on Google?

Source: www.dot-nxt.com

101 Google Applications

.ADS .AND .ANDROID .APP .ARE .BABY .BLOG .BOO .BOOK .BUY .CAL .CAR .CHANNEL .CHROME .CLOUD .CORP .CPA .DAD .DAY .DCLK .DDS .DEV .DIY .DOCS .DOG .DOT

.DRIVE .EARTH .EAT .ESQ .EST .FAMILY .FILM .FLY .FOO .FREE .FUN .FYI .GAME .GBIZ .GLE .GMAIL .GMBH .GOO .GOOG .GOOGLE .GUGE .HANGOUT .HERE .HOME .HOW .INC .ING .KID .LIVE .LLC .LLP .LOL .LOVE .MAIL .MAP

.MBA .MED .MEME .MOM .MOTO .MOV .MOVIE .MUSIC .NEW .NEXUS .PAGE .PET .PHD .PLAY .PLUS .PROD .PROF

.RSVP .SEARCH .SHOP .SHOW .SITE .SOY .SPOT .SRL .STORE .TALK .TEAM .TECH .TOUR .TUBE .VIP .WEB .WOW

.YOU .YOUTUBE .ZIP .みんな .グーグル .谷歌

75 Amazon Applications

.AMAZON .APP .AUDIBLE .AUTHOR .AWS .BOOK .BOT .BOX .BUY .CALL .CIRCLE .CLOUD .COUPON .DEAL

.DEV .DRIVE .FAST .FIRE .FREE .GAME .GOT .GROUP .HOT .IMDB .JOT .JOY .KIDS .KINDLE .LIKE .MAIL

.MAP .MOBILE .MOI .MOVIE .MUSIC .NEWS .NOW .PAY .PIN .PLAY .PRIME .READ .ROOM .SAFE .SAVE

.SEARCH .SECURE .SHOP .SHOW .SILK .SMILE .SONG .SPOT .STORE .TALK .TUNES .TUSHU .VIDEO .WANGGOU .WOW .YAMAXUN .YOU .YUN .ZAPPOS .ZERO .アマゾン .クラウド .ストア .セール .ファッション .ポイン

ト .亚马逊 .家電 .書籍 .通販 .食品

(Not) wanted Side Effects?

• Monopolization of dozens of generic terms by the same applicant

• Exclusive use of generic terms (closed registry)

• Auction gaming already started

Similarity, Early Warning and Objection will bring even more variables into the gaming landscape

Tops and Flops so far?

Sedo Holding (1 yr.)

Top Level Domain Holdings

Demand Media

Tucows

Verisign

Neustar

A closer Look to 63 GeoTLD Applications

Intersections

The Public Interest Share

GeoTLDs

IDN TLDs – Community TLDs

Generic TLDs

Brand TLDs

100%

0%

Why .CITY / .SOFIA

Overcome ccTLD regulations

Added value for search

Focussed marketing

…

1. Urban Population growths continously

Today > 50%

Tomorrow > 60%

Source: http://esa.un.org/unup/p2k0data.asp

2. Today >50% of Domains are .com/.net

2. Tomorrow GeoTLDs help balance

Regionalisation of the Internet could be a counterbalance to .com driven Globalisation

.com

other gTLDs

.net .org .biz other ccTLDs

.cn .de .uk .eu

GeoTLDs

3. Tight Name Spaces

.com = overcrowed with >100 mio. domains, the same for many other top-level domains

• > 300.000 domains contain „nyc“ • > 12.000 domains contain „sofia“

• Examples

schools-nyc.com futuresofia.com hotelssofia.com

Do you want to advertise for .com?

4. City Domains offer real Identity

IDENTITY is

your Nation(.bg) your City (.sofia)

your Name (.petrov)

City Identity is 2nd most important

Forsa Institute May 2005

Survey with 2,000 persons, aged 18-30

5. Internet Users like it short & intuitive*

43%

26%

21%

8%

1%

* Representative study,

eco eV, Oct 2007.

Question: “What is your

preferred address to reach

the mayors website?”

www.mayor.berlin

mayor.berlin.de

www.berlin.de/mayor

www.berlin.de/de/dept/offices/mayor

www.berlin.de

6. Cities need Branding Vehicles

7. Significant local Added Value Chain

IT

Creative

Industries

Portals

SMEs

Place

Branding

When could a .CITY work?

• If highly regulated ccTLD domain name use

• If high price of ccTLD domain names

• If good community sense

• If high GDP and domain name penetration

• If enough business and individual registrants

• If operator with strong city support

• …

GeoTLD Operational Models

The Closed Shop

• All domain names are for exclusive use of the applicant

• No public sale of domain names

.ZUERICH

.RIO

.HELSINKI

The Community

• All domain names are for exclusive use of community members

• Validation of all domain names/registrants

• Other strict policies

.BERLIN

.MADRID

DOTZON new gtld consulting brands dotbrand

The Open ones

• Domain names can be registered by everybody wordwide

• Policies like .com

.NYC

.LONDON

Double Strategy

• One closed shop gTLD for internal organizational use

• One open gTLD for the public

.BCN (closed)

.BARCELONA (open)

.berlin

• Broad community & governmental support

• Nexus requirement for registrants

• Reasonable policy set

Dotberlin dot berlin Punktberlin punkt berlin Top-level-domain

A big Question Mark

What to do with the excess funds:

• ~ US$ 100 Mio. from applications

• ~ US$ X00 Mio. from auctions

After this round is before the next round!