Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1...

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Promoting local digital Identities for Cities, Regions, Languages and Cultures on the Internet www.geoTLD.group Dirk Krischenowski, 24 Oct 2018, ICANN 63, Barcelona

Transcript of Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1...

Page 1: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

Promoting local digital Identities for Cities, Regions, Languages and Cultures

on the Internetwww.geoTLD.group

Dirk Krischenowski, 24 Oct 2018, ICANN 63, Barcelona

Page 2: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

The People

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The Organisations

• Private companies

• Associations

• Foundations

• City governments

• National governments

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The diversity in the Name Space

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City – Region – Language - Culture

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Success Factors

in geographic Top-Level Domains

Page 7: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

Measurable Key Perfomance Indicators

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KPI 1 – Economic Health

geoTLD‘s annual operational costs are about US$ 500k – 2,000k.

Sustainable operations are welcome/mandatory.

• High domain prices comes with more trust and stickyness

• Low domain prices comes with more spam and fraud

Page 9: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

PROFIT

PRICE

US$ 10015,000.swiss

US$ 3655,000.berlin

US$ 725,000.koeln

Wholesale priceNo. registered romains

Top-level domain

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KPI 2 – Active Domain Names

Good:

Active Domain names

Bad:

Active domain names

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KPI 3 – Websites visible to Google

Shows the quality and use of a geoTLD

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How many websites by site:.cat

655.000.000 websites with .cat

Page 13: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

KPI 4 – Domains in Alexa‘s top Million

• Search traffic

• Popularity

• Engagement

• Visitors

• …

Page 14: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

KPI 5 –Domain Names per Inhabitants

Page 15: Promoting local digital Identities for Cities, Regions, Languages … · 2018-10-31 · KPI 1 –Economic Health geoTLD‘s annual operational costs are about US$ 500k –2,000k.

KPI 6 – Economy Power of Place

The logic is:

In a place with a higher GDP per inhabitant more Domain Names per inhabitant should be possible.

BERLIN287 Domains per

1,000 inhabitants

MUNICH410 Domains per

1,000 inhabitants

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KPI 7 – Comparision to ccTLD

5,6 times more .miami domain names are registered in Miami than in the local ccTLD .us!

.istanbul has reached a level of 34% of the

penetration of .tr.

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Other and Non-Measurable Key Perfomance Indicators

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KPI – Premium Domain Names

broadwaytickets.nyc US$ 25,000

rooms.london GBP 9,100

taxi.berlin EUR 10,000

eigentumswohnung.wien EUR 2,500

macarons.paris EUR 2,800

personalinjury.miami EUR 2,550

kulturgut.bayern EUR 2,000

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KPI - Public Visibility

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KPI - Advertising Volume

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KPI- Perceived Presence in the Public

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KPI - Content in local language?Catalan

Basque

Galician

Breton

Welsh

Scottish

Kurdish

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.eus Observatory – Basque Language

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KPI - (Digital) Place Branding

How does the digital identity interact with the existing place brand?

How are the place’s vision, mission, goals, values, strategy, directions, awareness and digitalization affected by the new local identity?