The document outlines KENIC's marketing plan for 2010/11. It summarizes the current state of .KE domain registrations and discusses strategies to increase uptake through collaborating with registrars, strengthening the .KE brand, and improving end-user awareness. Specific tactics proposed include co-branded marketing campaigns, incentives like volume discounts, and a focus on new extensions like .ME.KE. Research found that .KE domains compete with .COM but are perceived as lower quality, though Internet usage in Kenya is growing rapidly. The plan aims to better position .KE domains and drive more registrations over the coming year.

1. The .KE Marketing Plan 2010/11
Moses Kemibaro
Chairman, KENIC Marketing Committee
2nd July 2010, KENIC AGM
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2. KENIC – Where we are today.
 166 .KE domain name registrars.
 13,000+ registered and active domain
names.
 15,000 .KE domains anticipated by
end of 2010 (goal had been 19,000).
 Marketing to-date largely focussed on
events such as hosting ICANN in
March 2010 and Internet Governance
Forums as well as PR and Media.
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3. Where do we go from here?
 Collaborate with .KE registrars on
their needs and expectations for
marketing and service initiatives.
 Strengthen and grow the .KE brand in
Kenya and beyond as a quality
domain choice.
 Improve the uptake of .KE domain
names through strategic partnerships
in public and private sectors.
 Make .KE top of mind of end-users.
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4. How do we get there?
 Working with .KE registrars on co-
branded marketing campaigns based
on registrar needs and the market.
 Use existing (e.g volume and multi-
year discounts) and new incentives to
increase domain name registrations
and renewals.
 Encourage registrations of new .KE
extensions introduced as well as
existing (older) extensions.
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5. What the market reserch tells us.
 .KE domains compete heavily with
global domains like .COM.
 .KE domains perceived as lower
quality than other global domains.
 General local awareness of .KE
domain names exists in the
marketplace.
 Internet and Mobile uptake exploding!
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6. Are .KE domain names really expensive?
Country Domain Cost End User Cost % Margin Statistics
Global .com/.net 429 750 75% 87,679,167
Kenya .ke 2,000 3,500 75% 9,508
UK .uk 335 1,675 400% 6,000,000
Germany .de 5,510 8,265 50% 12,161,684
India .in 395 1,270 222%
South Africa .za 500 1,500 200% 416,736
Ghana .gh 2,275 4,000 76% 1,298
Brazil .br 5,025 8,710 73% 1,000,000
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7. KENIC and .KE on-going value addition.
 A new and better domain name
registry system was installed last
year that is world-class.
 Introduction of new domain names at
the end of last year.
 Registrar payments can now be
received via MPESA.
 New systems are being deployed to
make the registry even better for
registrars.
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8. The .KE value proposition.
 .KE domains are relatively few to-
date so its easy to get a preferred
domain name than other global
domains like .COM.
 .KE domains are specific to Kenya
and as such are local and represent a
Kenyan indentity to the world.
 .KE domain names are well protected
by local and international intellectual
property rights.
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9. .KE domain volume discounts.
 2 Years Advance Payment: 5%
 3 Years Advance Payment: 15%
 4 Years Advance Payment: 20%
 5 Years Advance Payment: 25%
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10. .KE domain pre-payment discounts.
 0 to 50 - No Discount
 51 to 250 – 5%
 251 to 500 - 7.5%
 501 to 1000 – 12.5%
 1001 to 2000 – 20%
 Over 2000 - 50%
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11. .KE domains by the numbers – July 2010
 AC.KE 298
 GO.KE 268
 SC.KE 34
 CO.KE 11728
 INFO.KE 21
 ME.KE 61
 MOBI.KE16
 NE.KE 24
 OR.KE 739
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12. .ME.KE Marketing Campaign.
 KENIC is pushing for .ME.KE domain
names to be sold aggressively by
registrars from today.
 The cost of .ME.KE domains is only
Kes. 500.00 which is significantly less
than the Kes. 2,000.00 for other
domains.
 .ME.KE branded t-shirts are being
customized for registrars today and
branded bags are also being
distributed.
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13. .ME.KE Marketing Campaign.
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14. .ME.KE Marketing Campaign /2
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15. What (we think) needs to happen in 2010/11
 Find out from .KE registrars what
their needs are of KENIC so as to
increase domain sales and retention,
as well as overall servic delivery.
 Benchmark KENIC marketing
activities to those of other leading
gTLDs and ccTLDs (fact finding)
 Determine what the “core” of KENIC
is in terms of what it is and what is on
offer which will drive marketing
activities going forward.
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16. Thank you! Q&A and Open Discussions.
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