The Place of GeoTLDs within the new TLD Landscape

Dirk KrischenowskiDOTZON 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 MillionDomainsccTLDs

~140 MillionDomains

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 Warnings26 Nov – Qualifying Questions (on Geo status)End Nov – Next update from ICANN17 Dec – The DRAW occursEnd Dec – Similarity results13 Jan – Qualifying Questions others start13 Mar – End objection period23 Mar – Evaluation result publishing start

Key new gTLD Dates ahead

Draft of for a ProcessPrioritization geographic geo idn geotlds idn community based applications icann

Source: www.dot-nxt.com

Around 1,200New

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 MillionDomainsccTLDs

~140 MillionDomains

gTLDs~20-40 Million

new gTLD Domainsexpected

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 regulationsAdded 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

.comother gTLDs

.net .org .bizother ccTLDs

.cn .de .uk .eu

2. Tomorrow GeoTLDs help balance

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

.comother gTLDs

.net .org .bizother 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“

• Examplesschools-nyc.comfuturesofia.comhotelssofia.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 2005Survey 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

CreativeIndustries

Portals

SMEs

PlaceBranding

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 berlinPunktberlin punkt berlinTop-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 roundis before the next round!