Posts Tagged ‘TLD’

One year in: Lessons from .luxury

Monday, July 6th, 2015

Tony KirschBy Tony Kirsch
6 July 2015

An excerpt of this interview first appeared in the Domain Name Association’s (DNA) ‘State of the Domains’ Report, Edition 3 – June 2015. Access the full report on the DNA’s website.

The experiences of applying for and operating a new Top-Level Domain (TLD) are as diverse as they are complex. Each TLD takes its own unique path and faces individual challenges as well as those shared by the wider domain name industry.

I spoke with some of the industry’s most prominent TLD experts – and those TLD operators who are new to the industry – about their key lessons learnt from the first 12 months of operation. Today’s interview features Monica Kirchner of .luxury.

What have been some of the highlights of the process so far?

Monica Kirchner, CEO of .luxury: Thus far, my most rewarding experience has been getting .luxury launched, after what was a long and dynamic process.  I am also really excited about some of the positive feedback we are getting for .luxury as a unique platform for the luxury industry online.  Our success in generating industry and business PR has enabled us to engage in a number of meaningful opportunities and begin the necessary process of education around the new TLD program.  The constant message we hear is how poised the luxury industry is for online innovation.  We are going to be a part of that.

Monica Kirchner

What was one of the key challenges you faced and how did you overcome this?

Monica: Our primary challenge is really building awareness for and helping define the value proposition of our new TLD. We’ve spent a lot of time going to luxury industry conferences, trying to learn what brand concerns and issues exist, and then have been working to further refine our messaging, ancillary service offerings and education materials to help people think through the migration process and potential benefit of joining our platform online. In this process we have engaged experts in a number of areas – including digital strategy, luxury marketing and intellectual property protection.

Was there an experience that reaffirmed your strategy or decisions?

Monica: Early on, when you are doing something really new, you are always looking for signs of validation.  Fortunately, we’ve had some really good feedback – first with regard to the real need within the luxury industry for a more trusted, focused space for luxury brands and consumers to interact; next with regard to our strategic decisions around premium pricing; and lastly around where we’ve decided to put our initial marketing emphasis – on meticulously working to build our brand presence and in focusing on building awareness through PR.

If you could go back and tell yourself something before you got into this process, what would it be?

Monica: Be patient, be adaptable, be innovative, be fearless, and find a well-defined market niche – then be clear on the value proposition you plan to bring it. With that clarity, and some real passion and entrepreneurial spirit, you are going to be about as well equipped as you can be to embark on this exciting journey of reshaping the online world as we know it.

.cancerresearch – Can a new TLD beat a global disease?

Wednesday, February 4th, 2015

Tony KirschBy Tony Kirsch

I wish cancer research didn’t exist.

Imagine a world without cancer, where a cure existed to eradicate this disease.

Today, the best way for us to achieve this is through cancer research, and extremely bold goals like this require game-changing innovation.

Fittingly, the .cancerresearch Top Level Domain will launch on World Cancer Day (February 4) and use this fantastic new digital platform to show that cancer, its treatments and its cures, are not beyond us. You can see the promotional campaign at theone.cancerresearch – and express your support.

The .cancerresearch Top Level Domain is unique and something I’m extremely proud to be involved with. Like many people around the world, cancer has had devastating impact on my family and I’m extremely passionate about the potential that .cancerresearch represents.

It is the first Top Level Domain in the world to be launched with a network of websites that provide reliable and trusted information to the global community. And, as the name suggests, its sole purpose is to find a cure for cancer through research.

From today, the internet-using public can type domains such as home.cancerresearch and news.cancerresearch into the URL bar to find information that helps people affected by cancer, and also provides information on world-class cancer research that is aiming to beat this disease.

In addition, the launch will include a series of sites such as lung.cancerresearch or breast.cancerresearch which will provide detailed information related to these specific diseases.

The information is free and available to everyone across the world – and its intention is to build awareness and education around cancer itself and the amazing progress that has been made in relation to its cure, and to provide hope for those who are ever affected by this horrible disease.

How did we get here?

ARI Registry Services has been working alongside the applicant (the Australian Cancer Research Foundation), since the idea was first conceived in 2011. In addition to writing the application during the ICANN application period and being the backend technical partner, we’ve been intimately involved in the development of the strategy and a range of implementation and policy elements. Personally, I’m extremely proud of this project, and it’s a wonderful achievement for our organisation, the TLD industry as a whole, the Australian Cancer Research Foundation and a significant opportunity for the Not-for-Profit sector.

In designing the strategy, ARI and ACRF wanted to achieve a method by which we could promote the amazing work being done by the researchers that dedicate their lives to finding cures for cancer. Additionally, we wanted to find a way to provide reliable information – and importantly, hope – to the global community.

During the strategy development, it was apparent that demand existed for this type of information through sources such as Wikipedia, but we wanted to link the TLD strategy to a higher purpose; something that could genuinely disrupt the status quo, something that is necessary to beat a disease that has impacted the lives of so many.

With over a billion websites in existence today, there is already so much content available online, and as a result, internet users are really looking for beacons of relevant, targeted information from sources they can trust.

The .cancerresearch Top Level Domain provided the platform to design a solution that utilises a unique series of websites which will increase awareness and visibility of cancer research. These sites will facilitate communication and spread the message that, through the support of the cancer research community, we can all work together to help beat cancer.

At ARI Registry Services, we really believe the internet-using public will embrace the simplicity of visiting the series of .cancerresearch sites, such as home.cancerresearch, news.cancerresearch, and even donate.cancerresearch, for those who would like to contribute towards the fight.

After all, simplicity and relevant navigation is really what new TLDs are all about.

Industry Perspective

The industry has made significant inroads since the first delegation in late 2013. Yet despite having delegated almost 500 TLDs, and over 4 million domains registered to date, there is still a long way to go before we can confidently say we have achieved end-user awareness and buy-in.

What the industry is really waiting for is a great marketing campaign by one of the more prominent .brand applicants and frankly, I think that one of the bigger players such as Google have a responsibility to help the program by taking the lead on this.

The reality is that most others are taking a wait-and-see approach – but I strongly believe that in addition to our ultimate vision of curing cancer, .cancerresearch can truly help other TLD applicants by providing a real-world example of how a TLD can be implemented, launched, and used. Ultimately we want this to help all new TLD applicants, in particular those that have applied for a .brand and are struggling with the internal appetite for launching their TLD.

I wish cancer research didn’t exist. I wish we didn’t need it. But we do.

And through engagement with the .cancerresearch experience, we can all help to make big inroads into changing people’s lives.

To get involved, please visit theone.cancerresearch and see the wonderful marketing campaign that has been developed by M&C Saatchi in collaboration with ACRF and ARI Registry Services, or feel free to contact me directly at tony.kirsch@ariservices.com if you’d like to know more about the process of developing the TLD strategy and launch plans.

Tony Kirsch
Head of Global Consulting
ARI Registry Services

New TLDs are coming, and they are coming fast

Friday, February 11th, 2011

By Krista Papac

Despite what you may have read about possible delays to the rollout of the new Top-Level Domain (TLD) program, all the available evidence points to ICANN approving the applicant guidebook shortly after its San Francisco conference in March.

My feelings about the timing of the new TLD program were further buoyed by Kurt Pritz, ICANN’s Senior Vice President of Stakeholder Relations, who gave a presentation at the .nxt conference I attended in San Francisco this week. Mr Pritz said the applicant guidebook is currently in a “proposed final” version and should be approved after ICANN’s San Francisco conference in March.

However, there are still some significant hurdles to overcome.

A recent comment by ICANN Board Chair, Peter Dengate-Thrush, indicated ICANN may not be able to approve the applicant guidebook in March, and reports about the GAC’s veto power-play, have created more uncertainty in the final timelines associated with the approval of the applicant guidebook.

The GAC has made a number of recommendations to ICANN about the implementation of the new TLD program and there are currently12 remaining points of contention to be discussed later this month at a special inter-sessional meeting of the GAC and the ICANN Board. In addition, the US Government wants the GAC to have a level of control over what TLDs can be applied for. If the US Government had its way, all new TLD applications would require GAC approval.

However, under its constitutional bylaws, ICANN must hear and consider GAC advice but it does not have to accept the GAC’s recommendations, no matter how strongly they are worded.

My interpretation is that ICANN are finally doing what they need to do, both politically and operationally, to properly execute the new TLD program. By invoking the bylaws, ICANN is demonstrating its determination to see the new TLD program implemented without any further delays, while also appreciating the importance of solid consultation with the GAC and ICANN community.

The January board resolutions show ICANN will be working closely with the GAC in an attempt to quickly resolve any outstanding disagreements. Following the inter-sessional meeting, ICANN will hold a consultation meeting with the GAC on 17 March and I expect them to announce a final decision shortly after.

This means ICANN’s San Francisco conference (13 – 18 March) is looming as a very important milestone on the path towards the realisation of the new TLD program. Although the applicant guidebook will most likely not be signed off in San Francisco, it should be the last time ICANN meets without it being finalised.

In all of my experience within the domain industry, I strongly believe we will see the guidebook signed off very soon. In fact, my response when asked over the past two years about when I thought new TLDs would be approved has always been, “I don’t know”, or “your guess is as good as mine”.

Now, I’m more inclined to say “soon, very soon” with a lot of confidence and certainty. In fact, I’m going to make my first ever TLD prediction – I believe the new TLD application window will open in August 2011. So don’t be discouraged. Be excited. New TLDs are coming and they are coming fast!

Krista Papac is based in California at AusRegistry International’s US office. She provides advice on all domain name industry policy matters as AusRegistry International’s Chief Strategy Officer.