1. New Top Level Domains
Neal McPherson
1&1 Hosting Europe Media Event
28 August 2013
1

2. Introduction
Neal McPherson
Product Manager
New Top Level Domains
2® 1&1 Internet AG 2013

3.  What are TLDs? Top Level Domains
 Right of the Dot 1and1.com
 Second Level 1and1.com
 Third Level hosting.1and1.com
 3rd, 2nd, Top Level
 TLD Fun Fact: Japanese & Arabic other way around
What are TLDs?
® 1&1 Internet AG 2013 3

4. 650+ Generic nTLDs
Structure of TLDs today – and what‘s coming
® 1&1 Internet AG 2013 4
22
gTLD
.com
~290 ccTLDs
.us
.fr
.de
645 Brands
.acer
.bmw
.zara
104 IDNS
.
1381 nTLDs
Today Upcoming
150+ Biz
.cafe
.dentist
.florist
.hotel
65 Geo
.berlin
.london
.nyc
65 Tech
.web
.app
.email
…
~35
TLDs
offered
by 1&15
1998

5.  ICANN wished to increase possibilities
for people get a free domain name
 Wanted to encourage innovation
 Namespace is getting full
 + 110 million.com
 + 15 million.de
 + 10 million.uk
Why are new TLDs coming?
® 1&1 Internet AG 2013 5

6. Three Key Issues
® 1&1 Internet AG 2013 6
1. Awareness of the Subject
 There is a lack of awareness of the subject in general.
 SMEs must be aware of important TLDs that could affect online presence
 Business owners as well as individuals, should inform themselves
in general, as well as which domain names are important to secure for them

7. Low awareness  SEDO Report, March 2013
® 1&1 Internet AG 2013 7

8. Low awareness: What is 1&1 doing?
® 1&1 Internet AG 2013 8
 Trying to drive as much awareness as possible
among SMEs and consumers
 Television Spots
 Print Advertising
 Social Media
 Education Articles

9. Print Ads
® 1&1 Internet AG 2013 9

10. Three Key Issues
10® 1&1 Internet AG 2013
2. The external process is complex
and exact launch timing not known
 The external process is complex
 The timing of when each TLD will start is not known

11. Business Relations and Contractual Overview
® 1&1 Internet AG 2013 11
Registry
•Verisign
•dot Berlin
• United Tld-Holding
•...
Registrant
•Customer
TMCH
Trademark
Clearing House
Contract (1)
• „Registry
Agreement“
Contract (n)
• With sunrise
Backend Provider
• Verisign
• Demand Media
• TLD Box
• Neustar
Contract (1)
• „Service
Contract“
Contract (n)
• „Registry /
Registrar
Agreement“
Contract RAA
(1)
• „Registrar
Accreditation
Agreement“
Contract (n)
• Domain 1
• …
• Domain n
Registrar
•1&1

12. Team dedicated to closely following developments and to implement the
nTLDs into 1&1‘s systems as carefree for our customers as possible
Complicated external process
Current ICANN nTLD Launch Timeline
® 1&1 Internet AG 2013 12

13. 13® 1&1 Internet AG 2013
Complicated external process
What is 1&1 doing to help customers?
 Once you pre-order a domain with 1&1, we ensure you are fully aware
of the progress of your selections in the launch process for each registry
 100% secure, transparent, confidential and quick as possible
 Expert advice on hand
 1&1 uses its Global scale to secure optimal domain prices
 We have created a pre-Order process that ensures
customers are kept informed of all steps.and
removes external complications
 The Pre-Order process also gives customers best
chance of getting their desired online identity

14. Three Key Issues
14® 1&1 Internet AG 2013
3. Huge Choice
What TLDs are important for me
and how can I get the relevant domains?
 Many hundreds of TLDs to choose from. Which is right for me?
 Must be aware of important TLDs that could affect online presence
 Business owners as well as individuals should inform themselves in
general, as well as and which domain names are important to secure for them

15. Huge choice?
15
AIM: Help our customers easily find the right domain name
® 1&1 Internet AG 2013

16. 16® 1&1 Internet AG 2013
Huge choice: What does it mean for customers?
 New opportunities to gain short and
memorable online identity
 nTLDs tell a story that instantly signal to
potential visitors and customers what
your site or business is about
 New possibilities for online branding
from geographic or topical identities
 Be better found in Search Engines
 Can build a traffic driving portfolio more
cheaply than in current environment
KEY CHALLENGE – SMBs need to inform themselves of when relevant nTLDs
are launching across time and which domains are most important to secure

17.  Short and memorable:
neal.blog, mcpherson.family, crete-trip.photos OR neal@mcpherson.mail
 nTLDs tell a story :
harris.hotel, smithelectric.london, jonespartners.law
 Be better found in Search engines
 123electric.com
 345electric.com
 smithelectric.london
 xyzelectric.com
 Traffic driving portfolio
jonespartners.co.uk, jonespartners.law, jonespartners.london, jones.partners
propertylaw.help, ukpropertylaw.expert
17
Huge Choice: New Domains in usage
® 1&1 Internet AG 2013

18. 18® 1&1 Internet AG 2013
Top 10 TLDs per country

19. Huge choice: How is 1&1 simplifying this?
Business nTLDS
.cafe
.dentist
.hotel
.lawyer
Geo nTLDs
.berlin
.london
.paris
.madrid
Generic nTLDs
.web
.online
.shop
.mail
Interests nTLD
.football
.family
.mum
.music
Deep
understanding of
market with nine
local country teams
3 mill. online
presences and
businesses
Deep
understanding of
more than 200
industries
Direct channel to
>35mio consumers
Best consulting by
industry & regional
competence
Biggest variety
of nTLDs
Best portfolio to
make domains
successful
® 1&1 Internet AG 2013 19

20. Homepage  nTLD Portal
20® 1&1 Internet AG 2013

21. TRUST
1&1 delivers to new gTLD registrants…
TIMELINESS
EXPERIENCE
WIDE
SELECTION
INTERNATIONAL
REACH
FLEXIBILITY
 Agreements in place with ICANN
 TV and print ad campaigns
worldwide
 Key player in raising awareness
levels with SMB audiences
Why 1&1?
21
 700 nTLDs to choose from
 Among the largest portfolio of
all providers
 Localisation in 10 markets
 All regional nTLD launches
covered
 1&1’s domain expertise
accessible to users of other
hosting platforms
 Large-scale industry
experience
 Localisation in 10 markets
 Less scrupulous providers can
take advantage of SMBs’
expressions of demand
 1&1 on top of every registry process
 Regular updates mean customers
wont miss a thing
® 1&1 Internet AG 2013