Generating New Revenue Streams With Premium Domains - Bob Mountain, AfterNIC

1. Generating New
Revenue Streams with
Premium Domains
Bob Mountain
Chief Revenue Officer
Afternic.com

2. Agenda
•
What
is
a
“Premium
Domain”?
•
Overview
of
premium
domain
a9ermarket
•
A9ermarket
technology
•
Benefits
•
New
TLDs
•
How
can
you
get
involved
•
Q&A

3. What is a Premium Domain?
• Domains
are
similar
to
commercial
real
estate:
they
are
a
business’s
“online
store
front”
and
“digital
idenKty”
• ExisKng
registraKon
• Short
• Highly
memorable,
supports
a
business’s
on-­‐line
idenKty
• SEO-­‐friendly
• May
have
type-­‐in
traffic
before
being
developed

4. Premium Domain Customers
LivingAuthentically.com
PearlParty.com
PoolClean.com
GlobalRenewable.com
HotSoup.com
RatePoint.com
FoodSteps.com
SafetyTown.com
McCapital.com
SteakExpress.com

5. Why Invest in a premium domain?
Key Point
Details
Legitimacy
A good domain name conveys legitimacy and professionalism.
Customers will be more apt to do business with you online.
ROI
The .COM extension is easily the most valuable and sought after
extension – and most quality .COM addresses are only available
on the secondary market and only for a premium price.
Discoverability
Domain names are equivalent to online Real Estate. You want a
prime location so your prospects and customers can reach you.
Search engine
strength
Domains with strong keywords can improve your ranking in the
major search engines
Traffic
Purchasing a domain with existing traffic can help drive targeted
leads/sales and grow your business
Previous
History
Domains with previous history are considered more authoritative
in the eyes of search engines

6. Secondary Markets Often
Eclipse the Primary Market
U.S. Equity Market
Residential
Real Estate
Shares sold in
secondary
market
Shares sold in
IPO market
$35.5
billion
$30.7
trillion
Automobiles
Units sold in
secondary
market
Units sold in
secondary
market
New
construction
units sold
306
thousand
New cars
sold
4.3
million
10.6
million
35.5
million
4

7. The Aftermarket Represents A Significant
Revenue Opportunity.
Value of Global Aftermarket Domain Sales
$1,000
$1 billion
$ Millions
$800
$600
$400
$200
$0
'00
7
'01
'02
'03
'04
'05
'06
'07
'08
'09
'10
'11
'12

8. Premium Domains are Optimized
for SMBs
77%
of
A9ernic
Domain
Buyers
are
Small
and
Medium
Sized
Businesses
Non-Profit
4%
Personal
4%
Domainers
10%
500+ Employees
4%
SMB 24-499
Employees
15%
SMB 6-24
Employees
21%
SMB 1-5
Employees
42%

9. SMBs Need Premium Domains To Be
Successful Online
Growth
Online Presence
5%
Only of Indian
MSMEs have an
online presence
33%
Only of SMBs
worldwide
have a website
75%
of businesses in
Asia ran social
marketing
campaigns in ‘11
SMBs with a strong web
presence report:
2x
Revenue increase
2x
Hiring
103+
Growth rate
2x
Scarcity
11%
8x
Million .com
domains
registered
Annual growth
rate across all
TLDs
Increase in sales
volume on
Afternic since ‘07

10. Afternic Enables Smooth Transition with
Fast-Transfer Technology
1 Purchase
2 Authorization
Reseller partner
purchases a domain
from Afternic inventory.
Afternic
Reseller
Buy
Domain.com
3 Transfer
Afternic requests Losing
Registrar to start transfer and get
authcode from Registry.
Losing
Registrar
Authcode
Registry
Afternic gives Reseller the
authcode to transfer the domain
via Registry.
Afternic
Authcode
+
Owner
info
Reseller
Transfer
Registry

11. The Only Global Premium Domain
Reseller Network
Europe
Canada
Caribbean
U.S.
Asia
Oceania
page 11
21

12. Why should your customers care?
12

13. Search Engines Like Shorter
Domains
• Older,
more
established
domains
tend
to
be
shorter
• Long,
exact
match
domains
tend
be
owned
by
spammers
• Large
corporaKons
invest
into
shorter
names,
more
SEO
and
content
• Shorter
domains
are
more
memorable

14. Search Engines Love Exact Match
Domains
• Exact
match
domains
perform
well
in
search
results;
recent
study
by
the
Open
Algorithm
confirmed
correlaKon
of
exact
match
domains
to
search
query
on
Google
• Successful
brands
create
new
exact-­‐match
domains,
much
like
Amazon
and
Facebook
14

15. Search Engines Love Exact
Match .com Domains
15

16. Search Engines Even Like
Hyphenated Exact Match Domains
16

17. Keyword Match Improves Search
Engine Position
17

18. New TLDs will Create Huge New
Premium Domain Opportunity
Now
Yesterday
18
gTLD extensions
in active use
23
Internationalized
county-code
extensions
250
Traditional
country-code
extensions
New Options are now
available:
.PW
Professional Web
.In.net
Subdomain for
India
Beginning this
Year
66
New gTLD
internationalized
extensions
900
Global brands
launch their own
extensions
500+
New open gTLD
extensions
available

19. Million-dollar Question: Which
Domains are Premium in New gTLDs?
Suggest
Value
Refine
Monitor
• Need
to
analyze
masses
of
data
and
iden0fy
candidate
domains
• Need
to
pair
domains
with
market
data
valua0ons
• Need
to
keep
updated
candidate
lists
based
on
news
and
global
trends
• Need
to
monitor
prices
to
ensure
fair
market
value

20. What’s in it for you?
• New
revenue
opportuni0es
– Make
profit
on
premium
domain
sales
– Extremely
high
renewal
rates
– Premium
domain
customers
have
highest
life0me
value
• BeAer
user
experience
– More
domain
choices
• Customer
reten0on
– Don’t
let
your
customers
buy
them
elsewhere

21. Get Involved: Integrate Premium
Domains into Your Service Offering

22. These Resources Can Provide More
Education on Premium Domains.
www.DNJournal.com (sales data over many years, domain trends, etc…)
www.DNSaleprice.com (comparable sales by keyword)
www.Namebio.com (domain comparables and resources)
www.Archive.org (domain history)
www.Valuate.com (rough domain appraisals – use when helpful)
www.Domaintools.com (Whois/is name for sale/archive records)
www.NameFind.com (name suggestion engine)
www.NameBee.com (Domain Name Industry blog aggregator)

23. Put Premium Domain Sales to
Work for You. Call Us Today.
Carissa Pompei
Business Development
Manager
cp@afternic.com
+1 781.839.2876
Bob Mountain
Senior Vice President,
Business Development
mtn@afternic.com
+1 508.878.0469
Nadya Morozova
Director of Business
Development, Europe
nadya@afternic.com
+44 782.612.1912

24. About Afternic
“AGernic.com
the
largest
premium
domain
marketplace
in
the
world
with
over
100
par0cipa0ng
members
and
the
most
secure
and
advanced
technology
in
the
industry”
Brands
Afternic is the leading domain
reseller network in the world,
spanning four continents and
serving nearly 1 billion domain
queries per year.
SmartName is a leading domain
monetization company,
generating millions of dollars in
advertising revenue through
advanced technology.

25. Thank You!!!