1. .lv NIC 20 gadi The Evolution of the DNS – new TLDs Alexander Schubert

2. Agenda 1.Introduction of the DNS in 1984 2.First Expansion in 2000 and 2004 3.ICANN`s 2012 new gTLD program 4.How to introduce a new TLD 5.Outlook: Will new TLD`s be success? 6.Damage for old TLD`s?

3. 1. Introduction of the DNS in 1984 1984 -> No commercial use of Internet 1 set of generic TLD`S (.com,.net,.org, etc) And one for each country (ISO 3166 Codes) Commercial use of Internet starts in 1994/95 Already in 1996 call for more TLD`s Result: Foundation of ICANN in 1998

4. 2. First Expansion in 2000 & 2004 7 new „test“-TLD`s in 2000 (.info,.biz, etc) 8 more „test“-TLD`s in 2004 (.mobi,.asia, etc) Test rounds failed: No impact in the Internet „.info“: 8.6 Million domains: No awareness What went wrong? Low prices, domain speculation, no awareness

5. ICANN`s 2012 new gTLD program 2006: New ICANN Policy Development Process 2007: Main Policy established June 2011: ICANN announces new gTLD round Q2 2012: Application deadline $US 185k // 1920 applications Q2 2013: First new gTLD`s will enter root

6. 4. How to introduce a new TLD Chose the right community as basis Examples: „GEO“ or „Social Group“ Involve the community (create awareness) 2 constituents: Users and Registrants Create trend in community Keep away speculators! Generic Name-Space Responsible pricing! „Trojan Horse“ Sunrise

7. Outlook: Will new TLD`s be success? Sadly: Most new gTLD`s will be failures Some few will be good success GEO-TLD`s if managed properly Brand TLD`s Community (.green,.gay,.music,.sport,.hotel) Very few general term TLD`s (.shop,.web) Many will make money, few will have impact

8. Damage for old TLD`s? How many ccTLD`s do you know or use today? What is the ccTLD of Zambia? Most people will know only a few new TLDs No damage for most ccTLD`s like.lv or.de Small damage for „.com“, „.net“ and „.org“

9. Questions – Please!