How to implement a City Top-Level Domain successfully

34. ICANN Meeting, 03 March 2009

Dirk Krischenowski, Founder and CEO dotBERLIN GmbH & Co. KG

Think Global – Market Local90% of your Customers will be in your Metropolitain Region

.nyc

cityTLDs ≠ gTLDs

cityTLDs will operatein the Public Interest

No. of Domains ≠ Success of the TLD

752,418

Success = Domains/Websites in serious Use

Recommendation 1:

Build a solid Multi-Stakeholder Community

We are.berlin – The Top-Level Domain for Berliners

dotBERLIN GmbH & Co. KG | Akazienstraße 2 | 10823 Berlin | Tel +49 30 49782354 | Fax: +49 30 49782356 | mail@dotberlin.de | www.dotberlin.de | Dez 2008

Michael Abel, Melda Akbas, Berkan Akbiyik, Ingrid Allnoch, Loginov Anton, Irina Antonova, Gert Augstin, Glen Barr, Anja Baumann, Martin Bechert, Liesbeth Beeckman, Volker Beier, Reinhard Berlin, Marco Berlin, Ralf Berlin, Bianca Berlin, Stefan Berlin, barbara berlin, Ralf Berlin, Ralf Berlin, Gerhard Berlin, Karsten Berlin, Brian Berlin, Jonas Berlin, Volker Berlin, Tobias Berlin, Tobias Berlin, Tobias Berlin, Antoni Berlin, Ulla Berlin, Beate Berlin, Marco Berlin, Uwe Berlo, Dominik Berton, Christina Bertrand, Marina Bertrand, Charlotte Bertrand, Christa Bertrand, Greta Bertrand, Shantu Bhattacharjee, Christoph Blase, Wolfgang Bongardt, Kim Booth, Silvana Borsutzky, Mark Bose, Martin Bothe, Anja Brühning, Joachim Brauer, Jan Brennenstuhl, TaHa Bulut, Oesge Celik, Aleksandar Cergovski, Simon Constantini, carol Cooper, Rafik Dammak, Gimeno i Ayuso David, Metehan Dedeoglu, Seda Dedeoglu, Frederik Dinkelaker, Fjodorovs Dmitrijs, Lukas Dorasi, Dr. Jürgen Wiederholt, Kati Drescher, Eileen Dutkowski, Falk Eckert, Björn Eilers, Dirk Elbel, robert elmes, Tanna Enderlein, Hendrik Ette, Uta Ewert, Jakobus Feldkamp, Boris Fitzner, Jule Foerster, Thilo Folkerts, Tonio Freitag, Nicolas Fuchs, Michael Fuchs, Michael Fuchs, Holger Fuhrmann, Andreas Gebhard, erwan gery, Wieland Giebel, Marco Giese, Klaus Goerner, Rene Gottschalk, Stefan Grill, Martin Grothe, Markus Grundmann, Frank Hägele, Wolfgang Hünnekens, Martina Hager, Christian Hampe, Olaf Hanke, Jan Hatterscheid, Alessa Hawliczek, Anja Hegner, Fabian Heidke, Stefan Heinemann, …

People like you and me

Partners

Im Juni 2007 erhält dotBERLIN den Sonderpreis der deutschen Internetwirtschaft für Innovation. Der eco Internet Award wird jährlich an Unternehmen vergeben, die mit einem Produkt oder Projekt einen wichtigen Beitrag zum Erfolg der deutschen Internetwirtschaft leisten. „Die Einführung von .berlin ist konsequent“, sagte Harald Summa, Geschäftsführer des eco-Verbands. „Schon lange wissen wir, dass im weltweiten Internet das Prinzip ’business is local’ gilt, lokale Suche und lokale Angebote nehmen immer mehr zu. Demzufolge ist .berlin ein weiterer Schritt in die richtige Richtung und ein Zeichen für mehr lokale Identität im weltweiten Netz.“

Der Deutsche Bundestag und die Bundes-regierung unterstützen die Einführung vonTop-Level-Domains für Städte und Regionenmit den Stimmen von CDU/CSU, SPD und FDP.

Sponsors

sowie die Privatpersonen Prof. Dietrich Winterhager, Gert Augstin, Sascha Boerger, Marko Dörre, Marwan Mannaa, Elisabeth Porteneuve, Antje Rabenalt, Andre T. Scholz, Alexander Schubert, Markus Tofote, Simone Wasner, Marc Wegner, Markus Erbach, Dieter Rau, Elisabeth Porteneuve, …

The Community is your Customer

GovernmentAuthoritiesInstitutions

GovernmentAuthoritiesInstitutions

City marketing& Tourism

organizations

City marketing& Tourism

organizations

RegistrarsRegistrars

Creative IndustryCreative Industry

Business associations

Business associations

CitizensCitizens

Top-DownSupernodes

SpreaderMultiplicators

Recommendation 2:

From Root to Market in a timely manner

Intelligent Name Space Management

Top-Level-Domain .berlin – Namespace Management Schedule Draft Jun 18th 2008

Date

Days -360 -180 -120 -90 -60 -30 0 +30 +60 +90 +120 +150 +180 30

.berlin Draft app. . Filing app.

In the Root

Launch

ICANN/IANA (aso, internic, …)6

Tagged names (hypen at 3rd,4th position)

Registry (www, whois, nic …)

Other specifications (IDN, 1+2 letters...)

Intern. Organisations (wipo, unesco, …)

Illegal names (nazi, childporn, …)

Country names and other WIPO II names

Government (city, county, federal, …)6

Authorities & administration names

Institutions of tourism, culture, economy, …

Registry operations (dot, domain, shop, …)

…

Yellow page domains5

Community names like weather, maps, …5

Community reference domains

Sponsor and partner domains

…

See Sunrise rules

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Domains online

Release for appropriate use2

Release for appropriate use4

Release for appropriate use3

Release for appropriate use1

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Domains online

Domains online

Domains online

Domains online

Domains online

Footnotes1 Release of 1 and 2 letter domains in community interests2 Release on request, e.g. for Sunrise applications3 Release to embassy (1st choice) and for Sunrise applications (2nd choice) 4 Release for renowned parties (e.g. Jewish community, child protection)5 Goodwill fee is paid when domain name is awared6 Domains are eventually reserved free of charge

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Prepared by Dirk Krischenowski

Translations of community-relevant names

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…

Pre

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Pre

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Release on simple request by proprietorFamous trademarks

…

…

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DRAFT

Make them ready to start when .berlin is in the Root

Pre-Delegation of Domains to Community

www.mayor.berlin

www.visit.berlin

www.ebay.berlin

www.angela-merkel.berlin

e.g. let your community be the first to see the Sunrise

Prefer your Community

Facilitate visible References

Beacon projectsFlagship initiatives

Lighthouse domains

from

GovernmentTourismCulture

CreativeSport

cityTLDs are strong PromotorscityTLDs are strong Promotors

Recommendation 3:

Let the Community make the Marketing

Social communitiesViral marketingWord of Mouth

CelebritiesBuzz

Give your .city Faces and Cases

„The Berlin City Marketing is using www.be.berlin for

its international promotion campaign.“

.berlin as TLD in the Dictionary ;-)

Recommendation 4:

Don‘t spend a $ in Offline Promotion

Recommendation 5:

Understand Hype Cycles

CityTLDs are of this Category

Create your own Hype

Social communitiesWord of Mouth

QuotesViral

Thank you!

www.dotberlin.de/www.dotberlin.comkrischenowski (at) dotberlin dot de