Adrian Kinderis, CEO of AusRegistry International, explains why choosing a registry services partner is the most important decision applicants will make.
By Adrian Kinderis
The ICANN Singapore meeting last week was all about certainty. The official approval of the new Top-Level Domain program and the delivery of an application timeline by the ICANN Board has provided the certainty we have all been eagerly waiting for.
What I can also be certain about is that potential applicants are now desperately trying to finalise their new Top-Level Domain strategies. To those applicants, I have one very important message:
Choosing a domain name registry services partner for your new Top-Level Domain is the most important decision you will make from here on in.
As such, I think it is also important for potential applicants to understand that not all registry services providers are created equal. There are several key criteria for differentiation that can help potential applicants decipher all the spin and make an informed decision.
Below is my summary of the criteria I believe are critical for your choice in registry services partner.
1) Experience – Your chosen partner must have long-term experience in developing, growing and operating a current, high volume namespace. In this game, experience counts for everything.
2) Financial Security – Financial security ensures long term viability of your provider. This means that your registry services partner will be around for as long as your TLD needs them to be.
3) Flexibility – Your solution must be built for the specific requirements of your new TLD. Flexibility from your registry services partner will ensure you aren’t restricted by technical capability.
4) Focus – Are new TLDs a primary focus of the business? They should be…
5) Diverse Expertise – Navigating the TLD minefield is no easy task. To ensure success, you’ll need a combination of dedicated industry consultants, knowledgeable technical resources and sales & marketing experts to meet ICANN’s stringent requirements. Great registry services require an equal balance of brain power and technology.
6) Commitment – Ask prospective partners how much of their own time has been invested understanding the intricate details of the Applicant Guidebook and ICANN’s processes. Have they been an advocate and influencer of the program since its inception? Are they committed to the success of this revolutionary program?
7) Price – Extremely low per domain pricing structures may seem like a good idea in theory, however you must question the ability for that entity to manage a registry well and, importantly, support your ongoing business long-term. If your partner is hamstrung because they have over committed on pricing, you may experience some challenges long-term.
What you are looking for is a service provider that can positively cover off all these points at a consistently high level. What you want to avoid is a provider that may excel at one point to the detriment of another.
There is only six months until the 12 January 2012 application window opens and the time to act is now. I’ve provided you with all the information you need to make the right decisions about your new Top-Level Domain. There is just one more piece of information I forgot to include: email@example.com.
Drop my team a line one day to see how we stack up.