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THE EVOLUTION OF
NAMING
Hyderabad, India – November 2016
HELLO!
Copyright © 2016 Neustar, Inc. All Rights Reserved
3
Manage Almost 7 Billion Physical And Virtual Addresses
Enable 6 Billion Daily Text Messages
Manage 6.4 million Domain Names
Resolve over 13 Billion Daily DNS Queries
Enable 4 Billion Daily Phone Calls
Geo Locate nearly 2.8 Billion IP Addresses
Enable 5 Billion Daily Internet Location Searches
Answer 2 Billion Daily Customer Client Queries
Ensuring a Stringent Privacy by Design Philosophy
to Protect Your Customers
PROVEN LEADER IN THE INDUSTRY
Copyright © 2014 Neustar, Inc. All Rights Reserved
44
1.6K Employees 14k Customers
NYSE: NSR
$902M Rev
55
Registry Services
66
Corporate Partners & Clients
Copyright © 2016 Neustar, Inc. All Rights Reserved
Copyright © 2016 Neustar, Inc. All Rights Reserved
It all starts with your name...
...your domain name...
1985: THE FIRST .COM DOMAIN
Copyright © 2016 Neustar, Inc. All Rights Reserved 9
1995: DOMAIN NAME REGISTRATION IS NO LONGER FREE
Copyright © 2016 Neustar, Inc. All Rights Reserved 10
1998: PRIVATIZATION OF THE DNS AND ICANN
Copyright © 2016 Neustar, Inc. All Rights Reserved 11
2000: NEW GTLD DOMAINS ARE APPROVED
Copyright © 2016 Neustar, Inc. All Rights Reserved 12
2007: VACATIONRENTALS.COM SELLS FOR $35MILLION
Copyright © 2016 Neustar, Inc. All Rights Reserved 13
2013: INTERNET RUNS OUT OF FOUR LETTER .COM-DOMAINS
Copyright © 2016 Neustar, Inc. All Rights Reserved 14
Ctrl+F5 Hyderabad, 2016 - Crystal Peterson: The Evolution of Naming
2014 : MORE THAN 100 NEW GENERIC TOP-LEVEL DOMAINS ADDED
Copyright © 2016 Neustar, Inc. All Rights Reserved 16
TODAY: 314 MILLION DOMAINS REGISTERED GLOBALLY
Copyright © 2016 Neustar, Inc. All Rights Reserved 17
“In the new era of the Internet …
short and memorable web
addresses are critical for capturing
the attention of mobile and socially
connected Internet users…”
PATRICK BYRNE, CEO,
OVERSTOCK.COM
‘DOT-COM’ IS NOT
THE GENERIC TERM
Copyright © 2016 Neustar, Inc. All Rights Reserved 19
BRANDS AS GENERIC NAMES
Copyright © 2016 Neustar, Inc. All Rights Reserved 20
Copyright © 2016 Neustar, Inc. All Rights Reserved 21
Copyright © 2016 Neustar, Inc. All Rights Reserved 22
GETTING OUT OF THE ‘DOT-COM’ MINDSET…
Copyright © 2016 Neustar, Inc. All Rights Reserved 23
DOMAIN NAMES AS
CHANNELS
Copyright © 2016 Neustar, Inc. All Rights Reserved 24
SLASH WAS COOL…
Copyright © 2016 Neustar, Inc. All Rights Reserved
SLASH WAS COOL…
Copyright © 2016 Neustar, Inc. All Rights Reserved
CREATE WEB CHANNELS & MARKETING DOORWAYS
Copyright © 2016 Neustar, Inc. All Rights Reserved 27
“TRASH THE SLASH” IN YOUR MARKETING CAMPAIGNS
 With 500+ new domain extensions launched – there are now domain
name options to help drive traffic to your website
 Using domain names as marketing channels helps you and your
customers gain insights into user traffic along with website analytics tools
 Domain Names can be used as short, memorable marketing tools for
campaigns and collateral
28
Nike Stores (long unmemorable URL for a campaign)
http://www.nike.com/us/en_us/sl/store-locator 
http://nike.store
“YOURBUSINESS.COM” DOMAIN CHANNELS
 “YourBusiness.com” has been in business for the
past 10 years. Not only does YourBusiness have
a local, loyal customer base – they are also
growing outside of in other countries like
Germany, United Kingdom and the USA and
planning marketing campaigns and creating
content to gain more customers in those regions.
29
EXAMPLE
How can we help “YourBusiness” drive,
measure and create memorable
marketing campaigns for their traffic via
domain names?
YOURBUSINESS.COM DOMAIN CHANNELS
YourBusiness.com
YourBusiness.co
YourBusiness.us
YourBusiness.de
YourBusiness.co.uk
Marketing Channels
YourBusiness.club
YourBusiness.org
YB.media
YourBusiness.blog
YourBusiness.tube
LINK A GLOBAL MARKETING PLAN & NETWORK THROUGH DOMAINS
CHALLENGES & ISSUES?
 Keeping up to date
– Universal Acceptance (usag.tech)
– Domain Name Association (thedna.org)
– ICANN (icann.org)
Copyright © 2016 Neustar, Inc. All Rights Reserved 32
GETTING FOUND IN
THE CROWDED
LANDSCAPE
Copyright © 2016 Neustar, Inc. All Rights Reserved 33
85% of Consumers
search for local business
online
– 2014 comScore Local Search Study
CONTENT IS KING
Modern SEO is all about crafting content so
compelling that other people want to promote it by
linking to it or sharing it, which increases your trust
and authority and helps the pages you want to rank
well for certain keywords.
DOMAIN NAMES ARE
NOT A ‘FAD’!
Copyright © 2016 Neustar, Inc. All Rights Reserved 36
Copyright © 2016 Neustar, Inc. All Rights Reserved
30 YEARS – WE STILL HAVE A LOT TO LEARN!
Copyright © 2016 Neustar, Inc. All Rights Reserved 38
IT ALL STARTS WITH A DOMAIN NAME…
Copyright © 2016 Neustar, Inc. All Rights Reserved 39
THE FREEDOM OF CHOICE
Copyright © 2016 Neustar, Inc. All Rights Reserved 40
Copyright © 2016 Neustar, Inc. All Rights Reserved 41
Copyright © 2016 Neustar, Inc. All Rights Reserved 42
THANK YOU
Contact me at:
Crystal.Peterson@neustar.biz

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Ctrl+F5 Hyderabad, 2016 - Crystal Peterson: The Evolution of Naming

  • 1. THE EVOLUTION OF NAMING Hyderabad, India – November 2016
  • 2. HELLO! Copyright © 2016 Neustar, Inc. All Rights Reserved
  • 3. 3 Manage Almost 7 Billion Physical And Virtual Addresses Enable 6 Billion Daily Text Messages Manage 6.4 million Domain Names Resolve over 13 Billion Daily DNS Queries Enable 4 Billion Daily Phone Calls Geo Locate nearly 2.8 Billion IP Addresses Enable 5 Billion Daily Internet Location Searches Answer 2 Billion Daily Customer Client Queries Ensuring a Stringent Privacy by Design Philosophy to Protect Your Customers PROVEN LEADER IN THE INDUSTRY Copyright © 2014 Neustar, Inc. All Rights Reserved
  • 4. 44 1.6K Employees 14k Customers NYSE: NSR $902M Rev
  • 7. Copyright © 2016 Neustar, Inc. All Rights Reserved
  • 8. Copyright © 2016 Neustar, Inc. All Rights Reserved It all starts with your name... ...your domain name...
  • 9. 1985: THE FIRST .COM DOMAIN Copyright © 2016 Neustar, Inc. All Rights Reserved 9
  • 10. 1995: DOMAIN NAME REGISTRATION IS NO LONGER FREE Copyright © 2016 Neustar, Inc. All Rights Reserved 10
  • 11. 1998: PRIVATIZATION OF THE DNS AND ICANN Copyright © 2016 Neustar, Inc. All Rights Reserved 11
  • 12. 2000: NEW GTLD DOMAINS ARE APPROVED Copyright © 2016 Neustar, Inc. All Rights Reserved 12
  • 13. 2007: VACATIONRENTALS.COM SELLS FOR $35MILLION Copyright © 2016 Neustar, Inc. All Rights Reserved 13
  • 14. 2013: INTERNET RUNS OUT OF FOUR LETTER .COM-DOMAINS Copyright © 2016 Neustar, Inc. All Rights Reserved 14
  • 16. 2014 : MORE THAN 100 NEW GENERIC TOP-LEVEL DOMAINS ADDED Copyright © 2016 Neustar, Inc. All Rights Reserved 16
  • 17. TODAY: 314 MILLION DOMAINS REGISTERED GLOBALLY Copyright © 2016 Neustar, Inc. All Rights Reserved 17
  • 18. “In the new era of the Internet … short and memorable web addresses are critical for capturing the attention of mobile and socially connected Internet users…” PATRICK BYRNE, CEO, OVERSTOCK.COM
  • 19. ‘DOT-COM’ IS NOT THE GENERIC TERM Copyright © 2016 Neustar, Inc. All Rights Reserved 19
  • 20. BRANDS AS GENERIC NAMES Copyright © 2016 Neustar, Inc. All Rights Reserved 20
  • 21. Copyright © 2016 Neustar, Inc. All Rights Reserved 21
  • 22. Copyright © 2016 Neustar, Inc. All Rights Reserved 22
  • 23. GETTING OUT OF THE ‘DOT-COM’ MINDSET… Copyright © 2016 Neustar, Inc. All Rights Reserved 23
  • 24. DOMAIN NAMES AS CHANNELS Copyright © 2016 Neustar, Inc. All Rights Reserved 24
  • 25. SLASH WAS COOL… Copyright © 2016 Neustar, Inc. All Rights Reserved
  • 26. SLASH WAS COOL… Copyright © 2016 Neustar, Inc. All Rights Reserved
  • 27. CREATE WEB CHANNELS & MARKETING DOORWAYS Copyright © 2016 Neustar, Inc. All Rights Reserved 27
  • 28. “TRASH THE SLASH” IN YOUR MARKETING CAMPAIGNS  With 500+ new domain extensions launched – there are now domain name options to help drive traffic to your website  Using domain names as marketing channels helps you and your customers gain insights into user traffic along with website analytics tools  Domain Names can be used as short, memorable marketing tools for campaigns and collateral 28 Nike Stores (long unmemorable URL for a campaign) http://www.nike.com/us/en_us/sl/store-locator  http://nike.store
  • 29. “YOURBUSINESS.COM” DOMAIN CHANNELS  “YourBusiness.com” has been in business for the past 10 years. Not only does YourBusiness have a local, loyal customer base – they are also growing outside of in other countries like Germany, United Kingdom and the USA and planning marketing campaigns and creating content to gain more customers in those regions. 29 EXAMPLE How can we help “YourBusiness” drive, measure and create memorable marketing campaigns for their traffic via domain names?
  • 30. YOURBUSINESS.COM DOMAIN CHANNELS YourBusiness.com YourBusiness.co YourBusiness.us YourBusiness.de YourBusiness.co.uk Marketing Channels YourBusiness.club YourBusiness.org YB.media YourBusiness.blog YourBusiness.tube
  • 31. LINK A GLOBAL MARKETING PLAN & NETWORK THROUGH DOMAINS
  • 32. CHALLENGES & ISSUES?  Keeping up to date – Universal Acceptance (usag.tech) – Domain Name Association (thedna.org) – ICANN (icann.org) Copyright © 2016 Neustar, Inc. All Rights Reserved 32
  • 33. GETTING FOUND IN THE CROWDED LANDSCAPE Copyright © 2016 Neustar, Inc. All Rights Reserved 33
  • 34. 85% of Consumers search for local business online – 2014 comScore Local Search Study
  • 35. CONTENT IS KING Modern SEO is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases your trust and authority and helps the pages you want to rank well for certain keywords.
  • 36. DOMAIN NAMES ARE NOT A ‘FAD’! Copyright © 2016 Neustar, Inc. All Rights Reserved 36
  • 37. Copyright © 2016 Neustar, Inc. All Rights Reserved
  • 38. 30 YEARS – WE STILL HAVE A LOT TO LEARN! Copyright © 2016 Neustar, Inc. All Rights Reserved 38
  • 39. IT ALL STARTS WITH A DOMAIN NAME… Copyright © 2016 Neustar, Inc. All Rights Reserved 39
  • 40. THE FREEDOM OF CHOICE Copyright © 2016 Neustar, Inc. All Rights Reserved 40
  • 41. Copyright © 2016 Neustar, Inc. All Rights Reserved 41
  • 42. Copyright © 2016 Neustar, Inc. All Rights Reserved 42 THANK YOU Contact me at: Crystal.Peterson@neustar.biz

Hinweis der Redaktion

  1. My name is Crystal Peterson and I am the Director of Registry Services for Neustar. I have a 10+ year history working in the domain name industry. I began with the launch of .mobi (back in 2006) and now work for a Registry Operator for .biz, .CO, .US, .au and also provide services for over 300 new domain name extensions. I’m excited to be here today to share a little bit about the evolution of naming and domain names. I want to share A Brief History of Domain Names How we have been trapped in a ‘brand mindset’ or the ‘dot-com’ world Using Domain Names as channels And ultimately realize that domain names (and having multiple domain names are not a fad that will disappear)
  2. Our trust has been earned through a proven legacy of managing complex, authoritative datasets: Neustar provides instantaneous answers to more than 27 billion queries per day from the Internet and answers over 300 thousand questions every second.  Every day, Neustar manages almost 7 billion physical and virtual addresses. In the US, Neustar also enables 6 billion daily text messages Manages 5.9 million domain names. Resolves over 18 billion DNS queries Enables 4 billion phone calls daily.  Generates geo-location data for nearly 3 billion IP addresses Enables 3 billion daily internet location searches Across the world, answers 2.1 billion daily customer client queries every day. 
  3. Neustar serves more than 14,000 customers around the world.
  4. Enough about me! I want to walk us down memory lane. I want to look at a brief history of Domain Names and how they have evolved over the past 30 years to be where we are today. What’s interesting is that the greatest changes have only started happening in the past 3-4 years even though there have been movements to facilitate the recent changes for longer Of course, there is history before the first domain names were sold in 1985 like the creation of networks (or the “internet’) to pass digital information, the creation of IANA and the TCP/IP networks onto the Domain Name System to get us to where we are today. But I’d like to fast forward through that period and go to March 1985
  5. On March 15, 1985, Symbolics Inc., a computer manufacturer in Massachusetts, registered the domain name Symbolics.com, making it the first appropriately registered .com domain in the world for FREE. Symbolics.com remained under the same ownership until 25 years later, in 2009, when it was purchased for an undisclosed sum by XF.com Investments. As it stands today, Symbolics.com is a strange hybrid: part-online museum, part-advertising space. I encourage you to check it out, there are some great factoids about the Internet there. By the way the first .org domain was registered in July 1985 (mitre.org) and the first .net was registered in 1985 too (nordu.net).
  6. Before 1995, anyone who wanted a domain name could register it free of charge. That all changed when the National Science Foundation awarded tech consulting company Network Solutions the ability to charge for registration. Domain prices began at $100 for a two-year registration. Today, prices range from an average of $5 to $10,000 or more for “standard registrations” and “standard premium” options.
  7. In 1998, the Department of Commerce, under President Clinton's urging, issued a proposal for privatizing the Domain Naming System (DNS), which was then controlled by the U.S. government. The document — known as the "Green Paper" — was created with the goal to both increase competition in the market and encourage more participation internationally. Public criticism of the proposal led to the creation of the "White Paper," which addressed many concerns with the original document and led to the formation of ICANN.
  8. 2001: ICANN approved to help increase competition in the domain name space and .biz, .info and .name among others are launched as new gTLDs (generic top level domains) – other gTLDs will launch in the near future like .travel, .jobs, .aero and .mobi
  9. 2007 – the most expensive domain name sale to date. The most expensive domain ever sold was VacationRentals.com, which was scooped up for the low, low price of $35 million. What's more interesting is that its buyer, Ben Sharples, purchased the site primarily to keep it out of the hands of its competitor, Expedia. Another high-end domain sale occurred when ownership of the sex.com domain was sold for a whopping $13 million in 2010.
  10. In December 2013, WhoAPI, a domain data analysis startup, revealed that every possible combination of four-letter .com domain names had been registered. From AAAA.com to ZZZZ.com, all 456,976 combinations have been exhausted. The three-character .com domains have been registered since 1997. In fact, there are certain four-character domains remain available. All four-letter combinations have been registered.
  11. Also, In a study done by .CO in 2013, 57% of SME’s said that finding a good domain name was just as difficult as naming their baby! Oftentimes they feel they’ve had to settle for a sub-par domain name, and have lost customers and business as a result.  And that’s just the tip of the iceberg.
  12. From Verisign’s Q4 2015 Domain Name Brief, there are now 314 million domains registered as of Dec 2015. Of that, ccTLDs make up about 144 million of the registrations or just under 50%. ngTLDs (new gTLDs) represent 3.5% of the total registered domains. In just 2 years there are more than 10 million new TLDs registered. What I have not included are also portions of history for ccTLDs including .me, .ws, .CO who have opened globally to also help provide memorable options for customers to brand themselves online. Those too are viable options and with the growth of the ccTLD namespace, consumers and businesses definitely are looking for options outside of just ‘dot-com’.
  13. So, all the history is good – but how do we get out of the ‘dot-com’ mindset with our customers?
  14. There are many brands that have been construed as the noun or generic term.
  15. Kleenex (facial tissue) Band-Aid (adhesive bandage
  16. Bubble wrap (sealed air packaging) Seeing Eye Dog (guide dog)
  17. How many times have you heard customers saying – “I need a “dot-com”. What we want to really help them understand is that they need a “website” or “online presence” not necessarily an actual dot-come domain name .com may be where computers began and we are very thankful, but dot-com is not going to be the only place where websites live. It’s A place, not the ONLY place
  18. Slash was really cool – in the 1980’s (back when domain names were new!). The same for how we created website hierarchy. Using the slash was really cool too. Where customers used to have 1 website name with many slashes to create channels, in the world today with so many options it’s like being able to generate channels to have content found online Do – we say “Dash the Slash!”
  19. Slash was really cool – in the 1980’s (back when domain names were new!). The same for how we created website hierarchy. Using the slash was really cool too. Where customers used to have 1 website name with many slashes to create channels, in the world today with so many options it’s like being able to generate channels to have content found online Do – we say “Dash the Slash!”
  20. YourBusiness.ru (main site) YourBusiness.com (unavailable parked domain) YourBusiness.co (global site that leads to international market options) YourBusiness.de (German market site) YourBusiness.us (US market site) YourBusiness.co.uk (UK market site) Marketing Channels YourBusiness.tube (video and steaming content) YourBusiness.club (frequent user deals and upcoming sales) YourBusiness.org (Non-profit giving channel) YourBusiness.blog (Blog content) YB.media (Social media hub for content and community news)
  21. Are there issues? With any new thing, there are some issues to still sort out. How to you keep up to date? Universal Acceptance (uasg.tech) Domain Name Association ICANN
  22. Can your customers be found with something other than dot-com? YES! With over 85% of consumer traffic going through search, we know it’s key for small business owners to get ranked on Google and the Search Engines. But it’s not about having the BEST dot-com to get ranked. It’s about creating a good SEM and SEO strategy to help your customers get found on a good domain name (whether that’s a dot-com or a non dot-com)
  23. Getting ranked to generate customers is about good content, not having a “dot-com” domain. If you absolutely want a dot-com, that’s great. But if not, there are many options including tried and true “older domains” like .biz, .CO, .me that have available global and local options for websites You want to capture the essence of your brand and get the attention of your customers, simple right? The eternal search for a good business name…that’s also an available domain name
  24. Remember Laser Disks or Eight-Track Tape cassettes?
  25. With only a 30 year history, domain names are still young and growing The namespace is evolving and we have to help our customers adapt and adapt business practices over 40% of the world has internet connections today vs. 1% of the world in 1995. the Internet and domain names are not a fad to go away soon. It took 38 years to reach 50 million users for radio, but only 35 days for Angry Birds.
  26. Facebook, and communities like it are great, but ultimately, everyone needs a place to call home. That home online starts with a Domain Name
  27. Freedom of Choice campaign put together by Donuts which is one of the largest applicants for domain names in 2014.
  28. Don’t stick your head in the sand and continue to let your customers think only ‘dot-com’. Help them think and understand ‘domain names’ (including dot-coms)