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Change Means Opportunity - Key Domain Trends for Hosters in 2012
- 1. Change Means Opportunity Key Domain Trends for Hosters in 2012 Thorsten Einig, MD Tucows Europe
- 2. Tucows / OpenSRS • World’s largest domain wholesale provider • One of the world’s largest resellers of SSL certificates, Sitelock, email, GoMOBI • 12,000+ resellers globally • Offices in Canada (HQ), USA, Singapore, Germany, Netherlands
- 3. 2012: Beginning of a Domain Revolution? • New generic topleveldomains (gTLDs) • April: applications deadline • November: applications approved and included in root zone • 2013: live
- 4. So what’s the big deal? • Many new extensions since 2000 – gTLDs: • .INFO, .BIZ, .MUSEUM • .COOP, .AERO, .PRO - .ASIA, .CAT, .JOBS, .MOBI, .TEL, TRAVEL • .XXX – ccTLDs: • .EU • Liberalization / commercialization / automization, e.g. .DE, .CO, .FR • 280 TLDs delegated in root zone, notably: – 20 gTLDs – 248 ccTLDs
- 5. The Problem: Limited Space • Concentration on top TLDs – gTLDs: around 80% .COM – ccTLDs: top 10 make up 60% of registrations • gTLDs are practically meaningless or unknown • IDNs limited • Influences on registration behavior: struggle for second-level names – mycompanyinamsterdam.com – Secondary domain market / premium names
- 6. Enter New gTLDs • The “Right of the Dot” gets a meaning – Brand TLDs, e.g. .MICROSOFT, .UNICEF, .GOOGLE, .FACEBOOK – Internationalized TLDs, e.g. (.ARAB) – Geo-TLDs:, e.g. .BERLIN, .MELBOURNE – Community and generic TLDs, e.g.: .SEARCH, .WEB, .CLOUD, .ECO, .GAY • The explosion: – 254 applicants so far (March 12) – 500 new TLDs? 2,000? 10,000?
- 7. Variety = Confusion? • The Google Factor – “Just google me” / “Use keyword…” – “Just QR-code me”? • The Facebook Fear – “My Website? http://www.facebook.com/opensrs”
- 9. Selection of Domain Names in the Future • First choice: TLD – Generics? (.WEB, .COM) – Industry/market/community? (.HOTEL) – Geographic? (ccTLD, IDN, Geo-TLD) • Less compromise on the SLD
- 10. Your Customer and nTLDs • Serve your target group’s demands (TLD selection) • Opportunities for the end user are your opportunities – Customized business websites – now with customized domain names – Give customers what they need rather than what’s free
- 11. Challenges and Chances for Your Hosting Business • Educate customers and prospects, adapt your order processes • Explore new sales areas – Geographically: Go International? (IDN, Geo-TLDs) – Industries: find niches (.BASKETBALL?) • But remain focused – Do you really need to offer all TLDs? – Choose your TLDs and and your vendor (various registries? One wholesale provider?
- 12. The Future of Domains in Hosting • Domains are here to stay • But the market will change drastically – Starts in 2013 – Full effects will not be immediate • Get ready for the challenge and make it an opportunity!
- 13. Thank You! Thorsten Einig MD Tucows Europe Questions? Discussions? • teinig@tucows.com • Visit us at booth #41
Notes de l'éditeur
- Remember 2000?CNO onlyand a few complicated, restricted ccTLDs
- Background: bikes in AmsterdamFor us: name spaceTop TLDsNew introductions: only .INFO/.BIZ made an input but still <5% of overall TLD marketMeaninglesswho knows what .COM actually stands for? .MUSEUM: who of your friends have heard of it and would use it in their browser?IDNCharacter limitationsNo TLDs (e.g. Asia?)Leads to Behavior (extra notes) Name suggestion tools TM protection: registration under all relevant TLDs
- MeaningDistinguish .BRAND: the big guys, closed user community IDN: locals can actually understand the TLDExplosion254 applicants, 50 poss each What does that mean for the end user, what are the consequences?
- Will people abandon domains all together?Marketing/GoogleDanger is there Keywords?Original, works for promos onlyNo marketeer will want to give up the name to their site (and use IP or subdomain instead) - Domain is key to internetFacebook(also twitter) MonopolyPoliciesLimitations real website Total Combined promotions: QR-codes, Facebook, twitterWhy not combine? Offer for hostingProof:Domain numbers
- Still, tremendous growth We can also see here the missing impact of the “new” TLDs (although incl .EU)
- Long term - .COM / secondary market will stay for a while!Shift from second to top level - users will still order SOME TLDs, maybe even moreTM protection much lessOn a TLD note: Success of TLD space will not be determined by size anymore People will pay for a better name (see premium names)
- Serve Which industries are my customers fromWhich locations are interesting?Which interests/hobbies? Customized business websites Fits in nicely with a slow but steady shift how to sell hosing: Old way: hosting package features – with whatever SLD is availableNew: give the customer what he actually needs see 1&1 Business Website
- EducateTell them about the options and opportunities Exciting to see the first changes of the classical order box
- Here to stayDistribution will look differently But my theory: will still grow tremendously ChangeWill develop over years (see cloud hosting) And maybe .COM will even remain as big in proportion OpportunityHope I showed how you can adapt and use the change to your advantage