Post on 21-Jun-2020
APTLD71 2017
APTLD71 2017
Marketing: Crossing Borders and
Shifting Boundaries
APTLD71 2017
CentralNic ccTLD Services and
Clients
About CentralNic
CentralNic
Solutions
In-country and shared registry
solutions for ccTLDs
.BH
ccTLD policy advice and
creation
.FM
Global Marketing &
Sales for ccTLDs
.CX
Global cash collection for
ccTLDs
.PW
DNS, DNSSEC & DDOS
protection
.LA
20 years in successful operation
AIM Listed (LON:CNIC)
50+ staff in Asia-Pacific
10 million domains under management
Global Number One backend for new TLDs
1500 registrars
100,000 resellers in network
60 domain extensions online
100% back-end migration success record
100% uptime on 40 node AnyCast DNS
Our locations:
Accreditations
ISO 27001
ISO 9001
ISO 22301
APTLD71 2017 3
Factors assisting globalisation of
ccTLD .LA
• Stakeholders: Government, community and users support
globalised TLD
• International attractiveness of domain extension – easily
identifiable with LA city and county in USA
• Ease of registration
• Lack of barriers – no nexus requirements
• International registrars
com.la, gov.la, .la: Lao PDR
• Lao PDR population: 6.8 million
• Mobile internet usage
• Supportive government to promote .la
International attractiveness: .LA related directly to Los Angeles
.LA – city and county of Los Angeles
• Metropolitan area population : 13.3 million
• Addressable market / Internet Penetration: 11.8 million (89%)
• Approach: market for Los Angeles via http://www.la , events,
co-marketing deals and registrar engagement activities
• Open registry, lack of restrictions
• Marketing since 2001
Case study: Geographic sharing
.LA
CentralNic ccTLD Services
MARKETING
co-marketing with leading registrars
APTLD71 2017CentralNic ccTLD Services
SALES & DISTRIBUTION
Germany USAUK
Germany
France Japan USA
Europe
Canada IndiaGermany USA
GermanyUSA
Italy Denmark
USA GermanyBrazil SpainChina
CentralNic’s instant global distribution channel
APTLD71 2017 6
Factors assisting a successful
globalisation of a ccTLD
Things to drop
• Complex registration requirements
• Manual processes
• Doing everything in-house
• Barriers to entry for registrars
• Weak infrastructure
• Venerable security
Things to embrace
• The global registrar channel
• Competitive pricing
• Brand awareness
• Shared registry systems and Anycast DNS
• Out-sourced professional management, marketing and monetization
.PW = Palau
• Domestic market population: 21,000
• Addressable market / Internet penetration: minimal 1000s
• Approach: Government outsourced management of TLD to drive
registrations
International attractiveness: .PW abbreviation for professional web
.PW = Professional Web
• Vertical Sector: Commercial Web services
• Addressable market: 500,000+ web agencies
• Approach: cost competitive, via registrar channel and via
http://registry.pw
• Open registry
• No registration restrictions
• Over 120 Registrars
• over 250,000 registrations
Case Study - Vertical Sector .PW
APTLD71 2017 7
Recent Case study .XYZ
• gTLD but it meant nothing until brand created
• Launched as a generic
• Competitively priced
• Ambitious plan to compete with .com as
alternative
• Aggressive multi-layered marketing
• Launched in June 2014 to over 6 million domains
2 years
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.xyz case study
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Summary
• Determine whether there is desire to operate your ccTLD globally
• Identify a strongly definable market (Geographical, Vertical or Generic)
• Price to be competitive
• Registry marketing
• Engage with outside TLD experts
• Adopt ‘best practice’ standards
• Outsource marketing but retain control
APTLD71 2017
Thank You
CENTRALNIC GROUP PLC
Raedene McGary
policy@centralnic.com