Google’s Matt Cutts responds to our opinion piece

Published on March 15th, 2012

By Adrian Kinderis

Today, Matt Cutts, an engineer in the search quality team at Google, published a response to my article on the impact new Top-Level Domains might have on the search results produced by Google and other search engines.

Mr Cutts wrote:

I read a post by someone offering new top-level domain (TLDs). They made this claim: “Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will.” Sorry, but that’s just not true, and as an engineer in the search quality team at Google, I feel the need to debunk this misconception. Google has a lot of experience in returning relevant web pages, regardless of the top-level domain (TLD). Google will attempt to rank new TLDs appropriately, but I don’t expect a new TLD to get any kind of initial preference over .com, and I wouldn’t bet on that happening in the long-term either. If you want to register an entirely new TLD for other reasons, that’s your choice, but you shouldn’t register a TLD in the mistaken belief that you’ll get some sort of boost in search engine rankings.

In response, I would like to thank Matt Cutts for contributing to the debate on this important topic.  I welcome the discussion as the aim of my opinion piece was to get people talking and I encourage a healthy and vigorous conversation on this topic.

I will be the first to admit there were some controversial statements included in the article to spark discussion and raise awareness of the overall debate on how new Top-Level Domains will be treated by Google.

One point that concerns me though is that some people may form a view of my opinion without reading the entire article. It is therefore important to highlight that Matt has commented on one sentence within a 1200 word article where the intention was that the article is read and reviewed in the context of every point and argument put forward, rather than simply one sentence in isolation.

For instance, if you read my article, you will note that I discuss how search engines like Google handle information contained to the right of the dot. I also explain the impact of domain name bias and I sought the views of three industry experts. To conclude the article, I specifically address the importance of creating a relevant TLD that is a signpost for good, trusted and authoritative content – something that Matt identified as being important.

If someone was going to pull out one quote from my article, I think it should be my conclusion:

“It’s here I remind marketers that buying a new TLD isn’t just about buying a key word to the right of the dot – it is about buying an entire slice of the internet. So whilst a new TLD provides clear Google ranking benefits and domain name bias, a first class content strategy to underpin a new TLD will help even more. Define a target market, create credible content for your new TLD community and the Google results will follow.”

This is my personal opinion and I stand by it. Ultimately, we’ll all have to wait and see what policies will be adopted by certain TLDs and how TLD owners will build value and relevant content into their namespaces. Only then will we be able to accurately judge the true impact.

I appreciate the views of Matt and other industry experts. As far as I’m aware, this is the first written statement from Google on this topic and follows a brief web chat by Matt last year. I urge Google and Matt to further expand upon this discussion as the new TLD program develops.

Adrian Kinderis, CEO of ARI Registry Services

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New domains open up unique opportunity for CMOs to own an entire online category

Published on January 13th, 2012

By Adrian Kinderis

In this special guest blog which first appeared in Marketing Magazine Australia, Adrian Kinderis, CEO of ARI Registry Services, says savvy CMOs are poised to get exclusive ownership of an entire product category as the application window for new Top-Level Domains opens this week.

In its short history, the Internet has transformed the way brands reach and engage their customers. It has been the source of numerous innovations that have revolutionized the way we influence our audience and target our customers – CMOs have been at the forefront of this revolution. We only have to look at the impact of Facebook and Twitter for examples of how innovative thinking using Internet technology has led to the advancement of the marketing and communications industry.

However, the majority of the change and innovation experienced within the online channel has been at the application layer through the likes of tools such as Facebook and Twitter. Starting this week, a core component of Internet infrastructure (the Domain Name System) is about to undergo a dramatic change that will provide marketers with a unique opportunity to make a statement of leadership, improve message recall and target consumers online like never before.

It’s called a new Top-Level Domain, and will allow brands and marketers across the world to insert their brand name or a generic term relating to their category to the right of the dot, creating an entire domain namespace like .com completely dedicated to their business. This will provide forward thinking CMOs the chance to claim exclusive rights over this opportunity in their product category. In fact, I call it a category killer. More on this point later.

The introduction of these new domains has had little mainstream attention and this fact has angered many. Only recently, the Association of National Advertisers (ANA) began a campaign publicly criticizing the Internet Corporation for Assigned Names and Numbers (ICANN) over its decision to implement this program. In my opinion, the arguments the ANA have raised against the program are weak and have already been addressed, as ICANN CEO Rod Beckstrom noted in his letter to the ANA last year.

The fact of the matter is that new Top-Level Domains are a reality and they’re coming, whether or not you agree with ICANN’s decision. The time has come for CMOs to develop a clear understanding of the opportunities and risks associated with this dramatic change to ensure they are able to build the appropriate strategy for their brand.

What is this .brand thing all about?

This is not just another domain name. Owning a .brand will allow you to operate your own domain name registry at the root of the Internet which will provide several new business and marketing opportunities never before seen in the corporate world.

One of the benefits of .brand will be the ease of content access. Under .brand, we will see brands moving away from long, unwieldy and generic website addresses such as “www.americanexpress.com/potential” to a far more intuitive and easy to recall domain structure such as “potential.amex”. From a consumer perspective, content will be easier to navigate to in its truest form – via short, relevant and memorable domain names.

If you’re still unsure of the many uses for .brand, imagine tigerwoods.nike, creditcards.hsbc and 911.porsche and you’re well on the way to capturing the opportunity presented by this unique change.

We have already seen major global brands such as Canon, Hitachi, Motorola, Deloitte and UNICEF publicly announce their intentions to secure their .brand. It is expected that hundreds more are keeping their cards close to their chest to avoid competition for the same name (eg: Apple Records vs Apple Inc. for example).

Why is a .brand important?

Online marketing is crucial, but something that has bothered me for some time now has been the overreliance on third-party applications in the online world. Actions to engage and connect with consumers to convey your brand promise are diluted and less effective when delivered through a platform outside of your brand.  An example of this is the strict control many third-party applications, like Facebook, have over your activity, customer data and brand message when actively participating in their ‘walled garden’.

However, a .brand Top-Level Domain will allow trust, leadership, customer engagement and improved message recall to shine through by providing a direct connection between the customer and the brand experience – creating your very own branded ‘walled garden’.

For instance, I could certainly see value in Apple securing .apple or .itunes and implementing a customer registration process whereby each registered customer is provided with a branded online portal, such as adriankinderis.itunes, where they can interact with the brand and associated products.

Similarly, from a customer engagement perspective, imagine if Porsche were to provide all customers with an adriankinderis.porsche domain name with the purchase of a new vehicle to allow access to critical information such as service scheduling and technical information. Not only would it deliver value to the customer, it would also play a role in the introduction of the customer to the Porsche brand experience and lifestyle (car clubs, forums, social networking etc).

In a world where knowledge is truly power – imagine the data collection ability for marketers who have complete control over the infrastructure of their own branded name space.

There will also be huge improvements in online security and trust. Take the HSBC bank for example, a .brand will bring clarity and security to customers online with the simple message, ‘If it’s not .hsbc, it’s not us’. Not to mention making it easier for customers to find content online through the delivery of intuitive and easy to recall domain name structure such as creditcards.hsbc, for instance.

Truly global megabrands will also be interested in the fact that for the first time in history, you can register your .brand in any language around the world. This means you can now offer your customers in the fast growing economies of Asia and the Middle East the same online experience as those in English speaking nations, completely in their own native language. Not only will this show you are serious about your business in these regions, it will reinforce your brand’s local credibility and provide a clear point of competitive difference.

Category killers

These new Top-Level Domains are not just limited to brands. Any generic term like .bank, .doctor, .shop or .hotel can be registered to represent an entire category. A research report commissioned by ARI Registry Services in November found significant revenue potential for entrepreneurs to own industry-specific Top-Level Domains and commercialise them by on-selling second-level domains to relevant businesses (e.g. retailername.shop or lawfirm.law). It suggested that multi-million dollar annual returns are on offer for applicants willing to invest in a new TLD.

Innovative brands wanting to be leaders in the online space will invest in these generic terms on top of their own .brand to completely own their product category and starve the competition of relevance.

The implications for category domination are huge. There is no other opportunity in the world where one brand has the opportunity to completely own a single product category within a channel for its exclusive use.  Imagine if Coca-Cola was the only soft drinks brand allowed to advertise on television, or if Budweiser was the only beer allowed to appear on billboards. The implications would be enormous.

Take a .hotel as an example, the one-stop-shop for online accommodation options for consumers around the world. A brand like Hilton could apply for the .hilton and .hotel Top-Level Domains to completely dominate the online accommodation category. Whether a consumer was looking for Hilton or not, it is likely that the category dominance delivered by .hotel would result in Hilton being highly prominent in consumer search results. This is before considering further domination by applying for .resort, .spa or .holiday.

For me, the age of category killers is now.

How do I get a new Top-Level Domain?

The opportunity to own a new Top-Level Domain doesn’t come cheap. The application fee to ICANN alone will set you back $185,000 and then you will need to add on technology and operating costs. Furthermore, to be a category killer, you’re going to need to apply for multiple names. In total you’re looking at approximately $500,000 to $1 million to make this a reality.

Also, the application window for new Top-Level Domains will close on 12 April 2012. If you miss this window, it may be many years until you get another chance to participate. I fear there will be many brands out there that will miss out on this opportunity.

I’m telling my clients they need to act now. With less than three months until the application window closes, CMOs need to get moving on this once in a lifetime opportunity or otherwise they will miss out. The unfortunate reality for many CMOs is that by the time they recognize the value of this leadership opportunity, it will be too late to do anything about it.

By Adrian Kinderis, Internet industry thought leader and CEO of ARI Registry Services, one of the few companies in the world with the experience and technology to activate and implement new Top-Level Domains.

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ARI Registry Services responds to Roland LaPlante

Published on October 27th, 2011

By Adrian Kinderis

Contrary to claims made by Afilias CMO Roland LaPlante (CircleID – 21 October 2011), current generic Top-Level Domain (gTLDs) Registries have no real technical or commercial advantage at operating a new Top-Level Domain (TLD) because existing gTLDs are currently only required to comply with a small subset of the requirements of the new TLD program.

Mr LaPlante argues that potential applicants should question Registry providers about which gTLDs they currently support because he suggests that “ICANN-contracted gTLDs operate under more stringent — and public — requirements than other TLDs.”

This statement is fundamentally wrong.

The new TLD program is setting a precedent within the industry for the best practice performance, operation and policy requirements of a generic TLD namespace that is governed by ICANN. Through the Applicant Guidebook, ICANN has created a completely new approach to operating a generic TLD and it contains multiple requirements that do not exist within current gTLDs. These additions include:

•    Rights Protection Mechanisms – Trademark Clearinghouse & Uniform Rapid Suspension System (URS)
•    Mandatory abuse measures
•    Policy establishment requirements
•    Stricter eligibility (considering community based TLDs)
•    Government and law enforcement recommendations

To put it simply, current gTLDs have little in common with new TLDs.

Furthermore, Mr LaPlante’s attack on country code Top-Level Domains (ccTLDs) is weak and without basis. Talk to auDA (the .au regulator), InternetNZ (the .nz regulator) and Nominet (.uk regulator), and I am sure they would be appalled to hear the view that their TLDs were managed with less stringent public policy development frameworks than existing gTLDs.

In fact, some restricted policy ccTLDs already incorporate features of the new TLD program that gTLDs such as .com, .info or .net currently fail to address. For instance, most viable ccTLDs already have strict rights protection and abuse measures in place. They also have a strong emphasis on stakeholder involvement and operate under increased scrutiny by governments and law enforcement.

The reality is that many ccTLDs perform the same role as gTLDs, except they do this within the confines of many more restrictions and policies, such as those found in the new TLD program. It is false to claim that gTLDs operate under more stringent requirements simply because they have a contract with ICANN and publish monthly reports about their registry operation.

Regardless of existing credentials or experience, the point is that new TLDs come with a set of requirements that currently don’t exist in any namespace and many of these are still yet to be fleshed out by ICANN (take the Trademark Clearing House for example).

It’s important to remember that one of ICANN’s primary goals in developing the new TLD program was to find a way to facilitate entry for new Registry operators entering the market. ICANN is attempting to introduce competition and they have done so in such a way that potential applicants do not even need to partner with a Registry Services Provider, let alone a gTLD provider in order to operate a new TLD Registry. While existing Registry Operators will deliver a superior solution (usually at a cost benefit) to those entities that do not wish to perform the technical function themselves, this choice is left with the applicant. ICANN will not give applicants any extra points for choosing an existing provider, despite what the propaganda might say.

It is true that not all TLD Registry Services Providers are created equal. There are good providers and there are ordinary providers. Each has different qualities and credentials. Unfortunately, operating an existing gTLD Registry is not one that holds relevance to the success or failure of your new TLD.

The fact of the matter is no one has ever operated a new TLD and we are all new to this world.

What you need to ask your provider is not their experience with existing gTLD registries, but their understanding of the program, its new requirements, the Applicant Guidebook and how they will technically support your specific requirements.

Clearly some providers don’t seem to understand that it will be a new world, which to me suggests that perhaps they don’t understand the program as much as they would have you believe.

By Adrian Kinderis, CEO of ARI Registry Services

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New TLD Applicants: Read this before selecting a Registry provider

Published on October 18th, 2011

By Adrian Kinderis

“Only two things are infinite, the universe and human stupidity, and I’m not sure about the former,”
Albert Einstein.

Today, the clock ticked down to 85 days until commencement of the new Top-Level Domain application window. Finally, after years of educating, pitching and responding to RFPs, we have reached a period where prospective applicants must either choose to develop their Top-Level Domain Registry themselves or choose their Registry Services Partner (RSP). For most folks, unless they share a level of expertise, this will mean choosing an outsourced RSP, like ARI Registry Services.

As each day passes, I spend more time immersing myself with prospective clients who are weighing up the ARI offering over those of alternative providers. The more I become entrenched in this competitive process, the more it becomes increasingly clear that many of the competing RSPs pitching their wares to hopeful applicants are misleading them by hiding critically important information in fine print disclaimers or feeding them rubbish in order to whittle down the competition. Competition is a great thing; it just needs to be on the same playing field. Make sure you are comparing apples with apples.

Here is a bit of advice for anyone wishing to outsource their RSP. Yes, it is a little self-serving but my company has always prided itself on doing what is right for the customer – even if that means we have to pass on some along the way.

1. You do not have to choose an existing gTLD Registry provider. ICANN gives you no more extra points. This is ugly propaganda that serves only to limit competition. The rules and requirements in the round of applications are such that we ALL have to build new requirements and features to our Registry systems. It is a new Registry to everyone so to say that doing it now in a gTLD space gives you an advantage is rubbish. ICANN wrote the rules to make it possible to do it yourself and it’s not rocket science. It is tricky, but it simply isn’t impossible. If you are not into doing it yourself, you are able to outsource the headache. Of course it makes sense to outsource to someone that has run an EPP Registry before, but the existing gTLD Registries are vastly different. I love that existing Registries forget they were new once. Imagine if Verisign came out and said it couldn’t be done when ICANN was handing out .info and .biz. Somehow Afilias and Neustar were able to build a gTLD Registry then, but yet these are the Registries that now tell us that none of us are capable now? Hmmmm…. Oh and don’t forget whatever Registry you bring them, they have an invested interest to support their own ahead of yours (unless you are giving them $6 a pop per domain, in which case you are getting ripped off!)

2. Your Application to ICANN is the most important thing to you right now. Make sure you choose a RSP that is going to do a stellar job with the technical answers. Ask to see the technical responses for the application upfront. Make sure they give you complete answers to questions 23 through 44, and have draft answers ready for you to customize for questions 15, 16 and 22. Get specific deliverables sorted upfront!

3. Read the fine print of your quotation. A one line quotation for Registry services may look easy to handle but it is fraught with danger. Especially once you are ready to go live and find out that many of the basic services weren’t covered and you think to yourself “no wonder these guys were so cheap.” It is simple; ensure that a “no further costs” clause is added to your contract.  Read the fine print and make sure everything you need is in there. Including the ability to move and change later. You are all start ups and times will get tough at some point.

4. Make sure you are signing with someone that shares your entrepreneurial spirit. I’ve already said it; you are building a business here. You are an entrepreneur. Make sure that your RSP is able to support you and understand your needs going forward. Ask the sales guy you are talking to how many businesses he has started. Ask the CEO of the firm the same question – if, of course, he/she even talks to you. Ask yourselves how many of these guys will be around to support you when times are tough (or will they already be working for a competitor!). Don’t screw this up.

5. Go Live is the NEXT important thing for you. How is your RSP going to support you? How are they going to support you and all the other applicants they have? Are they focused on your business? You don’t want to be all of their business so you can get the benefits of economies of scale, but you don’t want to be a tiny cog in a big wheel. How many phone calls and how much support will you get once that contract is signed?

6. Pricing is, of course, important, but you must know, IT ISN’T EVERYTHING. You don’t choose the cheapest lawyer, doctor or accountant for a reason. Why wouldn’t the same logic apply here? The process is simple. Do your homework, and get an understanding of your expected volumes. This will tell you what price you need from your RSP. Then look to other variables, many of which I have mentioned above to determine the best provider for you. Is it flexibility, payment terms, technology, redundancy etc? Reach out to me and I’ll be sure to give you a check list of items outside of pricing to make sure you consider them. Once again it is the apples versus apples scenario.

There is no secret to ARI Registry Services’ success. We keep it simple. We look after our customers which are why they are all repeat customers. We are working with companies big and small, governments and non profits. We work hard for all of them but ultimately, we don’t sell crap. We tell the truth and we disclose everything – as I said, simple. Make sure your provider is going to do the same.

I wish you well as you embark on this exciting journey. If you choose someone else other than my firm in your selection process, good for you. If the tips above have helped ensure you are better in the long run, then that’s great too. I look forward to sharing a drink with you in a few years when we can look back on this exciting time, relishing our collective successes and reviewing our failures (of which I hope there are few).

Remember, choosing a Registry Services Provider is the biggest decision you will make in the life of your TLD. The provider you select now will play a critical role in not only the success of your application to ICANN, but the ongoing security, stability and integrity of your new Top-Level Domain.

So applicants, I beg you. Beware of the fine print and ensure you compare those apples. The success or failure of your TLD is at stake.

By Adrian Kinderis, CEO of ARI Registry Services

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New Top-Level Domains, not Facebook, the future for online brands

Published on September 30th, 2011

By Adrian Kinderis

Adrian Kinderis, CEO of AusRegistry International, explains why brand owners should ‘dislike’ the idea of a heavy Facebook presence and instead should consider creating their own new Top-Level Domain for their brand.

It was with great shock, horror and a little amusement that I read a recent news report about Facebook’s ambitious plan to eliminate the need for standalone company websites and instead have companies adopt dedicated microsites within Facebook as their primary online presence.

Stephen Haines, commercial director of Facebook’s UK operation, told a technology and marketing conference in London that the power of Facebook may see major companies no longer bother with their own websites.

According to CNET, Mr Haines said many more Facebook users click a company’s “like” button than have visited the company’s website. For example, he said Starbucks received 21.1 million likes compared to only 1.8 million site visits per month.

These are impressive figures for Facebook. However, it’s important to remember that success in the online space is determined by a combination of high volume exposure and a deep brand or product engagement that can only be delivered within the walls of a corporate website.

Why Facebook websites may be a bad sell

Facebook is a ground breaking application that has revolutionised society. However, it’s just an application and should be used as such. There are many opportunities for brands to leverage Facebook as part of their online presence, but this should not mean the centralisation of all digital activities within the Facebook site.

A Facebook-only approach would:

•    Dilute the brand’s identity with Facebook’s identity
•    Place the brand at the mercy of facebook.com’s performance. There are no Service Level Agreements nor repercussions should the facebook.com website go down – which it has done on a number of occasions
•    Reduce the target audience to only Facebook users (there are more than two billion Internet users worldwide, and only 700 million Facebook users). You can’t get the full Facebook experience unless you are a Facebook member
•    Limit the scope of digital campaigns to the restrictions of the Facebook platform
•    Pose potential risks due to Facebook’s policies (Facebook’s privacy policies are under increasing scrutiny from a number of national governments)
•    Place your customers or clients at risk to potential online security threats that are out of your control (such as the recent Facebook privacy data risk identified by Symantec)
•    Marry the brand with Facebook (for better or for worse, for richer, for poorer, in sickness and in health)

Why have facebook.com/brand when you can have product.brand

A revolution taking place within the domain name industry will revolutionise the way end users navigate the Internet, providing global brands with the foundation they need to build the digital strategy of the future.

ICANN’s new Top-Level Domain (TLD) program will allow for new Internet extensions to be introduced and we’ll see brands such as Apple and Toyota move from their current .com addresses to .apple and .toyota. It won’t be long until we see advertisements directing consumers to ipad2.apple or prius.toyota for an engaging experience built solely on targeted, specific content.

With applications opening on 12 January 2012, we’ll start to see .brand domains in operation from early 2013.

So what does this mean for you? Building a digital strategy around a .brand Top-Level Domain will ensure all online traffic is directed to a content environment that delivers a deeper and more influential experience to those customers who recall your message. What’s more, it’s done so in an environment that you control.

Benefits will include:

•    Increased global brand visibility
•    Intuitive Internet navigation (product.brand, service.brand, campaign.brand)
•    Better brand and domain name protection (customers can trust that your .brand represents your company)
•    Deeper customer engagement and increased long-term brand loyalty
•    Search Engine Marketing/Optimization cost reductions (there is a whole blog post on the implications for search).

At one end of the spectrum, we have the “walled garden” of Facebook. Their website, their control their audience. At the other a new innovative way of having complete and utter control of your web presence by owning and operating your own slice of Internet real-estate. Facebook and other social network platforms provide powerful features that should make them important components of any digital strategy. No major brand however, should be considering the loss of control that is inherent in any strategy that places Facebook as the foundation of their online presence. The new Top-Level Domain program provides a unique opportunity for major brands to reinvent themselves in the online space, enabling them to leverage all of the benefits of the web, including but by no means limited to those offered on the Facebook platform.

By Adrian Kinderis, new Top-Level Domain name expert and Internet industry thought leader

The original article can be read here on iStrategy.

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Munich’s new domains conference reveals urgency to act now

Published on September 28th, 2011

By Michael Twist

Whoever said there wasn’t enough room in Munich this time of year for anything but the mighty Oktoberfest clearly underestimated the draw of the new Top-Level Domain Program and the interest within Europe.

The NewDomains.org conference held in Munich over the past two days confirmed three important insights for me; one: there is a large audience of brands and entrepreneurs who still have little awareness about the new Top-Level Domain program; two: those that are aware of the program and would like to participate are seriously behind schedule in preparing their application and strategy to submit to ICANN during the application window from 12 January to 12 April 2012.

The third insight was the excitement generated from our announcement regarding AusRegistry International’s appointment to operate the registry for the .jewelers new Top-Level Domain. Having spent a great deal of time on this project, it was very rewarding to be able to share the news at the NewDomains.org conference and I was pleased with the positive feedback I received from many of the attendees.

As with most conferences within the domain name industry, the usual suspects attended; the registries, the registrars, the ‘ICANN crew’ and the plethora of industry experts and consultants. However, I’m happy to report there is genuine interest from the European community about the upcoming Internet revolution and they came out with great interest for the first new Top-Level Domain conference in Europe.

While the crowd was not made up of a lot of potential applicants (as a lot of the exhibitors would have liked), there was a very noticeable presence from the intellectual property and trademark community eager to find out about the program and its implications to their corporate clients.

The two day agenda ran very smoothly and kudos should be given to United Domains who were in charge as it was truly run with German efficiency. There was also a good ICANN contingent with the presence of ICANN Chairman Dr Stephen Crocker, ICANN’s Senior VP of the new TLD program Kurt Pritz, as well as the very knowledgeable Olof Nordling, ICANN’s Director of Service Relations.

Although there were few answers to the unresolved detail of the Applicant Guidebook, it was good to see the questions asked of ICANN and a necessary cohesion with the questions being asked.

One important topic that was addressed came from Kurt Pritz’s presentation and side discussion about how ICANN intends to process the applications it receives during the application window. This is a critical issue for applicants because ICANN has previously said it may process the applications in batches, meaning that some applicants may have their applications sitting idle while others could be delegated are ready to go live.

Although Mr Pritz confirmed that ICANN is yet to come to a firm conclusion on how it will process applications, he did say they may be batched in groups of around 500 and that these may be prioritised based on the objective of the application.

I for one support this approach and believe priority and preferential treatment should be given to applicants who have business plans that demonstrate they will use their string immediately.

Other important topics discussed included:

•    Financial Letter of Credit – how much and when?
•    How exactly will the initial evaluation tackle string similarity and other concerns?
•    Community – how and who?
•    The TAS – what does it look like and when will we see it?

Although the ICANN community does not have any solid answers to these questions just yet, we hope to have these addressed soon as we edge closer to the opening of the application window in January.

All in all it was great to see a good turnout and genuine interest. However, it is also fair to say that it is concerning how far behind the eight ball a lot of the attendees are and it begs the question: Will they make it in time?

My advice to those sitting on the sidelines is: You must get moving now or miss the boat! There are only 105 days until the application window opens and you will need all that time to get your new Top-Level Domain application and strategy ready.

By Michael Twist, Top-Level Domain specialist with AusRegistry International

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Updated Applicant Guidebook provides more clarity for applicants

Published on September 26th, 2011

By Tony Kirsch

With less than 110 days to go until the application window opens, ICANN last week released the latest update of the Applicant Guidebook in conjunction with the launch of a new information portal for the new Top-Level Domain program.

Although this latest update to the Applicant Guidebook arrived later than originally expected, it is nonetheless welcome because it provides more clarity for potential applicants and reconfirms ICANN’s commitment to the 12 January commencement of the program.

Credit must be given where it’s due.

First of all, the new microsite looks great and contains all the information necessary for those unfamiliar with the new Top-Level Domain Program to get a basic understanding. Through a number of areas on the site, ICANN provides a decent summary of the hundreds of pages of industry jargon contained in the Applicant Guidebook.

By the way, make sure to check out AusRegistry International’s microsite, Beyondcom.info.
Also, the latest update to the Applicant Guidebook is relatively straight forward with no problematic inclusions or hidden surprises.

Below is my summary of the changes that are of interest:

More blocked strings – ICANN has added the measures required to address specific requests from the Red Cross and International Olympic Committee in which a series of TLDs related to these organisations will be blocked during the initial application round.

Assistance for applicants – ICANN confirmed that the Joint Applicant Support (JAS) Working Group continues to evaluate the processes for providing assistance to disadvantaged applicants. Indications are that the results of this Working Group are expected on this in the coming weeks.

Uniform Rapid Suspension System (URS) Response Fee Limits – In an adjustment to the previous version of the guidebook, ICANN has now modified the “loser pays” provision in the URS to apply to complaints involving 15 (instead of 26) or more domain names with the same registrant.

GAC Early Warning and Advice – The GAC has expressed the intention to develop a standard vocabulary and set of rules for use in providing its advice about applications for new Top-Level Domains. ICANN says this will be published in the future and there may be additional updates to reflect the terms established by the GAC.

Application window clarification – One of the more important updates relates to clarification of the User Registration and Application Submission timeframes which were confirmed to be that:

Users must register to apply within the following dates:

Opens – 00:01 UTC 12 January 2012
Closes -  23:59 UTC 29 March 2012

Once registered to apply, users must then submit their application to ICANN’s online system within the following dates:

Opens – 00:01 UTC 12 January 2012
Closes – 23:59 UTC 12 April 2012

The release of this updated version of the Applicant Guidebook is a huge step forward for ICANN and the program itself and relieves some of the scuttlebutt from within the industry that further delays may have been imminent.

It’s certainly a welcome relief for industry participants such as our organisation and the many applicants across the globe who have been diligently preparing for this (in some cases for many years). These two announcements from ICANN provide more clarity for potential applicants and remind us all that new Top-Level Domains are coming and they are coming fast.

Perhaps most importantly, at the bottom right-hand corner of the new microsite, ICANN provides the most important element of the program – something that all of us in the industry have been waiting for a very long time: “ACCEPTING APPLICATIONS IN 108 DAYS”

Throughout this process, many within the industry have been keeping sane by constantly reminding ourselves that “it will happen, and it will be worth it”.

Now it would appear that this time is only just around the corner.

In reality the application window will really just be the start of it all, and in years to come, those who have fought this journey will reflect on this time with fond memories of a time that represented both challenges and tremendous achievement.

Tony Kirsch, Top-Level Domain name specialist with AusRegistry International

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$5 billion reasons you should know about new Top-Level Domains

Published on August 11th, 2011

Adrian Kinderis, CEO of AusRegistry International, explains how entrepreneurs and brands can get a slice of the $5 billion domain name industry through the new Top-Level Domain program.

By Adrian Kinderis

In January next year a revolution is set to usher in the most expansive and fundamental change to the Internet in its history. The new Top-Level Domain Program, administered by the Internet Corporation for Assigned Names and Numbers (ICANN), will see web addresses move beyond the traditional .com to .anything in a dramatic shift that will introduce a new platform for creativity and major new revenue streams for online investment.

For those not aware, the program will allow brands, entrepreneurs and governments to apply for their own version of .com – moving from pepsi.com to .pepsi for example – and secure a unique slice of Internet real-estate that will dramatically change the way Internet users around the world navigate to find content online. For more information, here is a video of an interview I did with Bloomberg Television about the program.

So, now that I’ve got you interested, you’re probably thinking about the best way you can gain a slice of the $5 billion dollar domain name industry. You might be an entrepreneur out to make your next million or a brand looking to make a statement of leadership in the digital space.

Here are my top six tips on how you can take advantage of this billion dollar opportunity and own a trusted, regulated slice of Internet ‘real estate’:

1.    Don’t try to be the next .com

The biggest revenue-making opportunity under the new Top-Level Domain Program lies within the formation of generic word Top-Level Domains. Rather than trying to become the next .com, entrepreneurs should look to create boutique name spaces, turning over lower registration volumes, but at higher margins – the online equivalent of running an exclusive VIP country club.

Take .music, which would be created as a targeted name space specifically for the music industry. Such a name space is probably never going be a competitor to .com, however it will hold significant value to the music industry given it will be directly tied to the subject matter and the global music community. Imagine if you could capture even 20 per cent of the roughly 8 million music artists around the world and charge them each $US5 to promote their music under an official .music name space. That’s $US8 million in annual revenue before you consider other potential revenue sources from targeting users with content businesses like concerts.music and reviews.music.

So, rather than trying to be all things to all people, think very carefully about your audience before making the move. Because in this game an audience of “everyone” is a very risky move to make.

2.    Offer more than just a domain name

You are securing a domain name space. You can do so much more that just sell domains. We call it “left of the dot” thinking. What more can you offer that will build value to your namespace? How else can domain names be used? Should you retain premium names rather than sell them and look to monetise those sites by building out content? You are starting with a clean slate here. You set the rules. Be creative and create something that will bring value to your market and provide something different!

3.    Commercialise your .brand TLD

For brand holders, the benefits of securing a .brand Top-Level Domain are immediately obvious: Trust, leadership, customer engagement and improved message recall.

Think creditcards.hsbc, cars.ebay or justdoit.nike and you’re well on the way to capturing the opportunity presented by this unique change.

However, a .brand Top-Level Domain can deliver more than this. For instance, imagine eBay securing .eBay and selling a slice of that space to its audience of 94 million registered users at $US2 per vanity domain name fee. Also, with more than 600 million registered users, a username.facebook strategy of a similar nature should be an absolute no-brainer.

From a customer engagement perspective, imagine if BMW were to provide all customers with a john.smith.bmw domain name with the purchase of a new vehicle to allow access to critical information such as service scheduling and technical information. Not only would it deliver value to the customer, it would also play a role in the introduction of the customer to the BMW brand experience and lifestyle (car clubs, forums, social networking etc).

There will also be huge improvements in online security and trust. Take the bank Chase for example, it would bring clarity and security to customers with the simple message, ‘If it’s not .chase, it’s not us’. Not to mention making it easier for customers to find content online without using Google, because all they will need to remember is investments.chase, for instance.

4.    Remove the language barrier

For the first time in history, new Top-Level Domains are available in non-Latin scripts and with 60% of the world’s population residing in countries where the native language is based on a script other than Latin, you could be one of the first to capitalise on this latest shift in domain name technology. Imagine what a relevant Chinese script Top-Level Domain could be worth to the thriving Chinese community?

5.    Act now

The clock is ticking on this limited opportunity. The application window for new Top-Level Domains will open on 12 January 2012 and we’ll start to see new ‘.anything’ domains in operation from late 2012. If companies and entrepreneurs miss the application window (12 January 2012 to 12 April 2012), it may be a long time before they have the same opportunity again. Get moving now to make sure you don’t miss the boat. There is less than 155 days until the application window opens and you’ll need all of that time to make sure your approach is on the money.

6.    Seek advice

The new Top-Level Domain program is not for the novice – there are few people who can run a slice of the Internet alone – so start with the idea and seek advice from an industry expert such as AusRegistry International who understands the application process, policy and technological infrastructure required to make the most of the new Top-Level Domain opportunity.

This is just the starting point.

The six tips explained above are just a starting point for a much larger analysis of your idea and associated business case.

At AusRegistry International (www.ausregistry.com), we are currently working with brands, entrepreneurs and governments across the world in a full service capacity that can cover your entire new Top-Level Domain project from strategy right through to technology and launch marketing services.

For more information please visit www.ausregistry.com or find out more about the new Top-Level Domain program here: www.BeyondDotCom.info

By Adrian Kinderis, Internet industry thought leader and CEO of AusRegistry International, one of the few companies in the world with the experience and technology to activate and implement new Top-Level Domains.

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Top 5 tips for new Top-Level Domain applicants

Published on July 28th, 2011

By Michael Twist

So, you’ve heard about ICANN’s new Top-Level Domain (TLD) Program and you’re thinking about the best way to get involved so you can gain a slice of the of the $5 billion dollar domain name industry.

You might be an entrepreneur out to make your next million, a brand looking to make a statement of leadership in the digital space, a city keen to deliver a clear digital identity online or maybe something cool I’ve never even heard of!

Regardless of your intention, what you might be missing is a real insight into the ways in which you can activate the new Top-Level Domain opportunity to introduce a business never before seen in the domain name space.

As someone who has been following the program closely for a few years now, below are five key tips that will hopefully get your brain working in overdrive:

1. Act now: The clock is ticking on this limited opportunity. The application window will open on 12 January and we’ll start to see new Top-Level Domains in operation from 2013. If companies and entrepreneurs miss the application window (12 January 2012 to 12 April 2012), it may be a long time before they have the same opportunity again. Get moving now to make sure you don’t miss the boat. There is less than 176 days until the application window opens and you’ll need all of that time to make sure your approach is on the money.

2. Think different: This opportunity isn’t all about trying to be the next .com. The real value lies within the formation of market or vertical centric generic TLDs that will offer value to a specific target audience. Let’s take a .music TLD as an example of a generic Top-Level Domain that could be launched specifically for the music industry. Such a namespace is not intended to be a competitor to .com, however it will still hold significant value to the music industry given it will be directly tied to the subject matter as well as the global music community. The logical step regarding perceived value is the opportunity to demand a higher price per domain, driving profit up even if overall registration volumes don’t break world records.

So think very carefully about your audience, as I firmly believe that the most successful new Top-Level Domain applicants will be those that are able to identify a consumer group that is willing to pay more per domain for the privilege of an authoritative, trusted and relevant domain name. In this game, an audience of “everyone” is a very risky move to make.

3. Commercialise your .brand TLD: .brand TLDs don’t just have to be an online branding exercise to improve message recall and online efficiency. There are huge opportunities available for .brand applicants to activate the namespace and drive return on investment. Imagine eBay securing .eBay and selling a slice of that space to its audience of 94 million registered users at two dollars per vanity domain name fee? Think michaeltwist.ebay and you’ve got the basis of a solid revenue generation model.

4. No language barrier: For the first time in history, new Top-Level Domains are available in non-Latin scripts and with 60% of the world’s population residing in countries where the native language is based on a script other than Latin, you could be one of the first to capitalise on this latest shift in domain name technology. Imagine what the Chinese equivalent for .com could be worth to the thriving Chinese community?

5. Seek advice: The new Top-Level Domain program is not for the novice – there are few people who can run a slice of the Internet alone – so start with the idea and seek advice from an industry expert who understands the application process, policy and technological infrastructure required to make the most of the new Top-Level Domain opportunity.

The five tips explained above are just a starting point for a much larger analysis of your idea and associated business case.

At AusRegistry International, we are currently working with brands, entrepreneurs and governments across the world in a full service capacity that can cover your entire new Top-Level Domain project from strategy right through to technology and launch marketing services.

Please feel free to drop me a line if you’re after some advice on how you can make the most of this revolutionary opportunity. Also, be sure to read a blog we wrote last month explaining why choosing a domain name registry services partner for your new Top-Level Domain is the most important decision you will make from here on in.

For more information please visit www.ausregistry.com or find out more about the new Top-Level Domain program here: www.BeyondDotCom.info

By Michael Twist, Top-Level Domain specialist with AusRegistry International

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An ITU cut and paste job for new TLDs could cost $150k

Published on July 12th, 2011

By Chris Wright

It was with great interest that I read a recent announcement about a plan by the International Telecommunications Union (ITU) to publish template answers on a wiki for the 22 questions relating to registry technical operations contained within ICANN’s new Top-Level Domain Applicant Guidebook.

As someone who has spent the best part of six years following the development of the program (witnessing first-hand each evolution of the Applicant Guidebook) my first thought was one of bemusement – How can a generic solution taken “off the shelf” accurately demonstrate whether an applicant is capable of understanding the technical requirements for setting up and operating a new Top-Level Domain?

Quite frankly, it can’t.

The application process for new Top-Level Domains (TLD) has been carefully designed by ICANN to thoroughly examine whether an applicant has performed the required research to adequately understand what it means to own and operate a vital piece of Internet infrastructure. Operating a TLD is a huge responsibility that should not be taken lightly. The application process has been created in its current format to determine this.

For the applicant, the risk of landing in Extended Evaluation, ICANN’s special audit system for applications that require further attention, is far too great to be toying with a one size fits all approach. In an attempt to save money, applicants will instead be at risk of losing at least $150,000 should their application fail the evaluation criteria set by ICANN.

While consultants working closely with the ITU are correct in stating that applicants do not have to be currently operating Domain Name Registry Systems, they still must identify the technical solution that supports the specific Registry requirements of the application in question. The financial and organisational descriptions must do the same.

The solution proposed by the ITU becomes even more unrealistic when you consider the following:

 • Registry technical operations must identify the intended registry system specifications such as: domain name lifecycle, servers, software, infrastructure, data centres, bandwidth providers, policies & procedures etc. Those who know will agree that this is impossible to do generically.

• Any Registry Services provider worth a pinch of salt is offering the ‘technical operations’ component of the application free of charge with their back-end registry services solution. One has to question whether the approach suggested by the ITU is one that delivers a significant increase in risk without actually delivering any tangible cost reduction?

• This is not a turnkey solution. Applicants will still be required to provide answers to non technical and financial sections, answers which need to be consistent with the information provided in the technical sections of the application, so those who consider the ITU’s approach will struggle to establish consistency throughout all sections of the application.

• Without having properly researched, designed and finally settled on a technical solution, whether that be to outsource to industry experts, or build in-house, Applicants will not have the ability to identify information for other areas of the application such as Registry set up and operational costs that will be critical to the successful development of sound and accurate financials. Further, how will applicants be able to demonstrate to ICANN that the technical specifications provided can be delivered on?

From my perspective, taking answers from another entity (whose content has no relation to any registry system (real or proposed)) clearly demonstrates two things: 1) You are proficient with the cut and paste function of your keyboard and; 2) You clearly lack the understanding necessary to manage a critical piece of Internet infrastructure such as a new Top-Level Domain.

As any high school student can tell you, cutting and pasting answers from a wiki is prone to failure. Although the ITU claim that only ‘approved contributors’ will be able to edit the information, it is unclear how someone would be granted ‘approved contributor’ status. With the highly competitive nature of the TLD process, Applicants should be aware that the accuracy of the information contained within the template has the potential to be highly dubious and potentially even prone to subtle sabotage. I have no doubt that ICANN’s evaluators will be on the lookout for these responses, just like any good teacher would do.

The message to prospective applicants here is simple: If you show disrespect to the evaluators and don’t give the technical criteria of your application the attention it truly deserves, then why should they take your application seriously.

I am left with two equally horrifying questions: 1). Is this simply an attempt by the ITU to devalue and undermine the entire new TLD application process (and therefore ICANN)? 2). Does anyone at the ITU truly understand the goals of the application process and what it is intended to do?

Were the ITU’s ambitions truly altruistic, they would spend their efforts providing capability advice and skills to the community. This approach would be useful and would not water down the quality of submissions to ICANN, as this solution almost certainly will.

Finally, this blog does not set out to be self-serving. Yes, there is a level of confidence that comes with choosing a back-end registry provider that is established and experienced. However, ICANN has ensured that anyone who can fulfil the technical requirements will be awarded a TLD Registry. So, the point I am making is that the process of fulfilling the technical requirements of a new TLD Registry involves more than a simple cut and paste. It requires communicating a level of understanding that a new TLD is a piece of mission critical infrastructure and that there are enormous responsibilities that come with this.

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