ccTLD Registries

+MarketingWith Michele Neylon

Work It: What Registries can do to get the most out of their Registrar

partners

Michele Neylon

Who am I?

Michele Neylon- Founder / CEO Blacknight- http://mneylon.tel- @mneylon- http://michele.me/blog- IIA Net Visionary 2013- Chair RrsG, Chair Registrar

Advisory Board Eurid, member EWG

Talking Points

• What are the challenges?• What do you want?• What do registrars want?• What is the solution?

What are the challenges?

• Lack of growth?– You’re not alone – economic downturn => more

deletes• Lack of adoption?– Is your ccTLD THE ccTLD for your region?

• Competition?• .com kicking your ass?• New TLDs on the horizon (or coming over it)

Remember who’s king…

The market is changing

What do you want?

• Growth?– Focus should be on sustainable growth not just

quick “wins”• Profit?– Are you a for profit or non-profit?

• Funds?– More sales => more revenue => reinvest in funky

stuff (look at Nominet + SIDN’s foundations, .me social stuff in .me)

Diversity => Strength

HUGE Market => LOTS of opportunities

Are you progressive?

Or are you past your prime?

You’re a ccTLD so you’re in this for the long haul ( we assume!)

What do registrars want?

• To make money• To sell as much as possible• To upsell• Simple policies• Consistent policy • Stable registries• To make money

(yes – that’s all we really care about)

What do registrars want?

• “Quick wins”• Easy

What do registrars want?

• Clear + timely communications– On everything– Operational– Marketing– Policy

– Sharing information + being transparent => better

What do registrars want?

• To make money• Registrars are commercial entities– That is NOT a bad thing – honest!– They will offer better customer service than you

can– They will always want to serve customer demand

(that’s how they make money!)

Different Types of Registrar

• Mass market / Consumer (Godaddy, Name.com, Blacknight)

• Corporate / Brand / Trademark (MarkMonitor, CSC)

• Reseller focussed (eNom, 1API, Key Systems)

Different Types of Registrar

• Different clients• Different interests • Different needs / pain points

What do registrars hate?

• Complex policies• Inconsistent policies• Unclear communication• No communication• Weird treatment• Flaky registries (think NOT stable)

Is There a gap between you?

• You love your ccTLD• You might not be commercially oriented?• You might be interested in something more

academic / theoretical• Registrars probably aren’t ..

What kind of relationship should you have with registrars?

• Close but not “monogamous”• For many registrars you are not their only

partner• This is not a bad thing .. .. • Work with them – not against them

Do you understand their problems?

• Do you work with registrars?• Do you “speak” registrar?– What motivates them? Why?

• Do you know what they’re doing?• Do you know why they’re doing it?

• Have you thought to ask??

Registrars are simple!

KISS

• KISS – Keep It Simple Stupid• Marketing + promotions need to be as simple

as possible• You are NOT the only registry they’re dealing

with• If your plans are complex => harder for

registrar to adopt• Don’t make us think!

Use Technology they know

• EPP works – use it• Don’t be “clever” – that’s actually dumb!• Don’t confuse things• You can keep your identity but you should

adopt “best practices” (look at .co or .me)

Registrars are simple!(Yes – I already said that!)

Head Hurts?

What is your ccTLD’s identity?

• What does your ccTLD say?• What is the messaging?• Who is the target audience?• Is it secure? Stable? Fun? Business friendly?

Family friendly? Corporate only? • What are you pushing?

What are you marketing?

• The country code or the registry?– Hint – it should be the country codeHow / where are you marketing?Why are you spending that money?Why aren’t you spending that money?

Questions?

Looking for me?

Michele Neylon- Founder / CEO Blacknight- http://mneylon.tel- @mneylon- http://michele.me/blog- IIA Net Visionary 2013- Chair RrsG, Chair Registrar

Advisory Board Eurid, member EWG