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How Registries can expect more from Registrars?. APTLD Kuala Lumpur Meeting 1 March 2010. Prepared by: How Gay Nee Senior Manager, Operation Web Commerce Communications Limited. Registries may have different objectives:. May be non profit organization
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How Registries can expect more from Registrars? APTLD Kuala Lumpur Meeting 1 March 2010 Prepared by: How Gay Nee Senior Manager, Operation Web Commerce Communications Limited
Registries may have different objectives: May be non profit organization May be more concern about the identity and protection of your ccTLDs through restrictive registration policies Some may be for Profit
Registrars are profit oriented! If your extensions, even if it is restrictive and required much handling, but, if there is good margin and opportunity for the registrar to benefit from it. They will allocate resources to market and promote your extension.
Registries may excite them with Fair Incentive Scheme! Case 1 - ccTLDs Growth program Promotion mechanism Participating registrar are automatically entitled to 50% of normal price. If record growth of 15% - a further rebate is offered If record growth of 30% - a steeper rebate is offered Immediate price cut to enable reduce offer price. Registrar can easier offer 40-50% discount to create excitement of this ccTLDs. Price reduction, not rebate, thus does not hurt Registrar’s cash flow. (initial 50% off) Fair to all registrars regardless of their network size. Additional rebate if there is 15% or 30% growth. – true reward to hardworking registrars. Easy to implement. No customization to registrar system or progress flow.
Registries may excite them with Fair Incentive Scheme! Case 2 - New Unit Rebate Program Anincentive program to spur registration growth. Participating Registrar need to register certain % of growth compared to previous quarter. Promotion period is Quarter 1, % growth compared to Quarter 3 last year. A good and fair promotion - It is based on respective registrar’s past performance. Registrar initiative to grow volume will be rewarded accordingly. Large and small registrars compete on same ground. Registrar more likely to reduce price to boost registration volume. All registrar are able to compete on equal ground, thus, creating a hype in the market, when all registrars / resellers is promoting such extension.
Registries should consider an Exclusive Program! Exciting Ideas Reward your Registrar for being pro-active! You definite get more if your Registrar is pro-active compare to being re-active. Proposed for a Joint Promotion
Recognized your Registrar USP ! Some Registrars have huge resellers network Some Registrars have great Business to Customers website Some Registrars have good geographical coverage Some Registrars are good in their system
Recognized your Registrar USP ! Example 1: Your wish to promote your extension to University and/or colleges Pick Registrars that have great network to work on this Provide resources, discount or incentive, but offer this to the selected Registrars to work on. Present this to your selected registrars Track their progress and work together
Registrars as your Strategic partners ! Engage them and discuss how they can help in achieving your objectives Registrar will definitely be willing to work with you and leverage on their strength to create more USP over their competitor, only then they can make more money, and you achieve your objective of more numbers
Evaluate the purpose these Registrar accredited with you? • If you have registrars that, • Not actively bouncing ideas with you nor share your visions • Not contributing you the numbers you are expecting Don’t you think you should re-look into their accreditation with you
Evaluate the purpose these Registrar accredited with you? Why? • with or without these registrars, it should not made any impact to your registries number • de-accredited them, need not need to cater so many parties • Just work with selected few whom are active and serious in growing your business
The Notion of Fair Competition! As registries, you want to be fair to all your registrars and that can be reflected in your incentive program. BUT, you should not adopt the same approach as gTLDs Why? The acceptance and demand for gTLDs compared to ccTLDs are difference. The policy, registration process and handling are also difference. If adopt the same approach and most importantly, if it does not excite the registrars, Then you would not get extra ordinary result.
Conclusion: Registries are like the Product Manager • you know what you want to achieve • how you wish to implement certain activities Registrars are your sales people • you need to constant engage them, thus it is easier to manage a handful of active Registrars instead of many.
