New gTLDs and the Global South Reflections on Research to Date Andrew Mack AMGlobal Consulting 27 August 2016

Understanding the Key Questions What did people know and how accurate was their knowledge? What were the key barriers or constraints whether or not they considered applying? What were the most attractive uses they saw for possible new gTLDs? What advice can they offer ICANN Ways to reach out and audiences to reach Key messages and questions to be answered? Key tools needed? Ways to support possible applicants?

Knowledge Base Incredibly varied base of knowledge Many had no knowledge of either ICANN or the new gTLD program Many had small bits of knowledge – including some significant incorrect information No interviewee to date felt they had complete or the right kinds of information A number of interviewees described the information as confusing, dense or not accessible enough for non-insiders to use “I had no real context for all of this…”

Getting Information For those that had some info on the program, no consistent way of learning about the new gTLDs Different information sources included Blogs and internet postings Registrars (trying to sell new gTLDs) News stories ICANN and other tech events The most important source of information was the networks of different interviewees Nearly every interviewee that expressed a preference said they wished there had been more information from ICANN – both for potential applicants AND FORM MEMBERS OF THE GENERAL PUBLIC

Possible Names for Application Most – whether they thought of applying or not – started with the assumption that they would be applying for their name/name of their company or group Some – not all – when prompted liked the idea of applying for a category or vertical, either as a way to gain leverage/prominence in that space or as an investment Few saw a new gTLD in terms of a “speculative investment” – like the development of new real estate in the short term

Barriers/ Constraints: Cost Few had any sense of the true cost but assumed it would be high Most stated the cost would be a constraint – “this is real money in the developing world” – need to think in terms of what else people could do with the money Nobody mentioned the running cost A number of interviewees mentioned switching costs as a concern Need to rebrand? Need to do SEO? Need to improve public awareness?

Barriers/Constraints: Complexity & Process Most seemed to think the process would be a challenge but few mentioned technical complexity A number mentioned concern about the lack of locally available consulting resources A number mentioned a complete lack of information about the time-frame/calendar around the application process “The process wasn’t plug and play… I knew I’d need to do a lot of learning to even consider applying...” “Documentation was too long and timing too short...”

Barriers/ Constraints: Biz Model By far the biggest concern of most applicants Concern about how a new gTLD would add to their existing brands or activities – what will it add? Concern about sensitizing customers and the public at large – will this just confuse our constituents? Inability to see how this was a “must do”, versus a possible idea – why not wait to see how this played out with others? Strong desire to have more information about possible business models that they might emulate

Barriers/ Constraints: Biz Model Numerous mentions of the limited penetration of e-commerce in these markets, making investing in a new gTLD feel riskier Mention of the attractiveness as a new gTLD specifically aimed at providing shorter names – given the mobile focus in global south markets Some concern about being able to reach wider markets: how will we sell to a broader global north audience if the local global south audience isn’t ready? How can I make the business case internally – the need for a triple sale: internally to management, to the public, to gTLD purchasers

Possible Uses for a new gTLD Shorter name? Security? (though some concern that this might also create as many problems as it solves…) Identity? Looking at options… to interact with your customers/community? to connect with your supply chain? Make money ?

Cultural Dynamics Lack of local sophistication – people are still getting comfortable with the legacy TLDs The future is ALL mobile Some concern that this could seem too “non-traditional” and hence hurt reputation Still significant concerns about infrastructure – power for example – making the timing perhaps premature?

Advice for ICANN + Community Outreach: Need much more Need diversified outreach – in person events, webinars, attending sector specific conferences, Don’t avoid the more traditional media + online press (to help build broader understanding) Need to make communications more frequent and much simpler to understand Need much more info on the timing of the process

Advice for ICANN + Community Messaging + Questions: You – in the global south – can do this What they can expect in terms of assistance – How can we leverage support? What kind? How this “fits” their market More around ICANN generally and its role – providing context without asking people to become insiders (or even ICANN attendees)

Advice for ICANN + Community Key Tools: Clearer timelines and information showing how the process works Case studies – helping people understand different business models Answers to questions about SEO, universal acceptance and other technical issues Specific help with business models for specific targeted groups (e.g. small island states)? Local consulting resources – a registry? Other form? Special funding to both lower entry costs and help defray costs of application

Summary for Discussion Calls for ICANN to do more Communicate more + more clearly Provide case studies and other tools to show how its done Support the application process Address issues of cost Challenges of an emerging market context – cost seems higher, speculation more speculative Need to work with global south voices and others to build workable models that reflect the reality on the ground