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