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2008414-415 | Commercial in confidence
White paper regarding Universal Acceptance
Conference presentation
Michael Kende, Andrew Kloeden
12 March 2017
2008414-415 | Commercial in confidence
Agenda
▪ This presentation sets out the work Analysys Mason has performed on behalf of UASG in
producing a white paper related to Universal Acceptance.
▪ We have circulated a draft version of the paper
▪ The agenda is as follows:
– Introduction and purpose of our paper
– Overview of content and messaging
2Agenda
2008414-415 | Commercial in confidence
Introduction and purpose of the paper
▪ We have produced a white paper for UASG regarding Universal Acceptance (UA) of new generic
top level domains (gTLDs), including Internationalised Domain Names (IDNs)
▪ The purpose of this paper is to raise awareness of the benefits of UA, showing the value of the
new names, in order to encourage UA
– The paper is pitched at a senior-level commercial, policy, and cultural audience
– It is short, clear, and non-technical, with an executive summary and infographics
▪ Our paper is based on the following methodology
– 10 interviews with key players, including registries, users of the new domains, and application
owners
– The production of 5 case studies
– Secondary research of third party sources
3Introduction and purpose of the paper
2008414-415 | Commercial in confidence
Overview: our paper has a clear and simple storyline that highlights both
the importance of UA, and the relative ease of implementation
▪ The focus of this paper is the benefits of UA for software and application owners, to be able to accept users
regardless of their domain:
– UA has progressed, but is not complete. Without UA, people will not be able to use their preferred ‘identity’ that
the new gTLDs and IDNs have enabled
– UA has benefits for software and application owners, domain registrants, and Internet users more broadly,
driven in part by the take up and popularity of the new domains. (There is demand for gTLDs, and registrations
have grown strongly, although IDNs have been less successful)
▪ The key benefit of UA to software and application owners is to seamlessly receive demand from the many
users of the new domains in order to maximise their revenue and satisfy their customers
– The effort required to implement UA in most cases is not onerous but depends on the initial software design,
organisational factors, and the upgrade schedule of the software. This is the case for both gTLDs and IDNs
▪ However, certain systems (e.g. aviation booking systems using Teletype) may have difficulties that require
further upgrades
– It makes sense for application and software owners (e.g. enterprises, cultural institutions, government
institutions) to implement UA to gain the benefits from the strong demand for the new domains
4Overview of content and messaging of the paper
2008414-415 | Commercial in confidence
Demand for gTLDs has grown, and this underpins the benefits of
Universal Acceptance; IDNs have grown but remain at a lower level
5
Cumulative registrations of IDNs (top level)
-
100
200
300
400
500
600
700
800
900
1,000
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
Q32015
Q42015
Q12016
Q22016
Q32016
Thousands
Cumulative registrations of gTLDs
-
5
10
15
20
25
30
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
Q32015
Q42015
Q12016
Q22016
Q32016
Mill
ions
Total registrations Used domains
Overview of content and messaging of the paper
Source: nTLDstats.org
There are an
additional ~1.8m
country-code IDNs
also registered in
Russian and Chinese
2008414-415 | Commercial in confidence
The benefits of UA accrue from the benefits of the new TLDs, flowing to
end users, domain owners, and application owners
6Overview of content and messaging of the paper
BenefitsEntity
Internet users
Domain and website owners
Application and software owners
▪ Internet users gain from UA fundamentally because it
means the Internet “works” without extra tweaking
▪ Users with new email addresses will have their emails
delivered, and will have access to all the services they
normally use
▪ The benefits of UA for domain owners flow from the
benefits of the new domains
▪ The new domains allow a stronger or new identity, helping
with marketing or awareness. UA means the domains
work, which means that domain owners don’t look bad in
the eyes of their customers
▪ If an application does not accept new domains, it looks
bad to its customers. This causes a problem in proportion
to the number of customers using the new domains
▪ E.g. an email system without UA will scramble the
presentation of emails from the new domains
These benefits can create a virtuous circle. Internet users benefit from the
acceptance of the new domains, which drives traffic to domain and website
owners, which further spurs application and software owners to implement UA
2008414-415 | Commercial in confidence
Bayern Domain Gmbh has positive experiences with the use and
acceptance of the .bayern domain, which has provided cultural benefits
7
Source: interview
Overview of content and messaging of the paper
Case study subject
Bayern Domain gmbh owns and registers the .bayern domain, which is used in
Bavaria for regional content (e.g. the Bayern München football team’s website in
the local dialect)
Benefits of UA
The benefits of UA to Bayern Domain, and to Bavarians flow from the benefits of
the new domain. These include a stronger regional identity that is of benefit to
entities with a strong Bavarian link. UA allows these domains to work seamlessly
across the Internet
Experience with UAIn Bayern Domain Gmbh’s view, UA, as it relates to the .bayern domain has now
progressed well. Most applications now accept the domains of its clients.
Cost and effort to upgrade
Bayern Domain Gmbh helps its clients deal with UA issues as they arise. In their
experience, it is not a great effort to implement UA, since there is a continuously
updated list of new domains, and the coding effort is similar to a normal bug fix
Other interviewees have also suggested implementation of UA is not typically
difficult
2008414-415 | Commercial in confidence
We have conservatively estimated the total benefit of UA to be USD 9.8
billion
8
Source: statista, Ethnologue, Internet World Stats, Verisign, Radicati
Overview of content and messaging of the paper
5
1
7
3
6
2
4
0
Russian
Chinese
IDns
US
D b
illio
n
0.5
0.10.3
3.2
2.2
Vietnamese6.2
Indian languages
3.6
gTLDs
Arabic
Estimated per annum benefit of UA for IDNs by language group and by gTLDs, USD
2008414-415 | Commercial in confidence
Our estimation methodology is conservative and relies on a number of key
assumptions
9Overview of content and messaging of the paper
Note: we count speakers of all Indian languages (and also Chinese dialects) as a single group
Source: Analysys Mason, statista, Ethnologue, Internet World Stats, Verisign, Radicati
Calculation methodology for the impact of UA for gTLDsCalculation methodology for the impact of UA for IDNs
Number of non-Internet users:
▪ Russian: 68m
▪ Chinese: 550m
▪ Arabic: 132m
▪ Vietnamese: 19m
▪ Indian: 805m
Number of non-Internet users for whom
lack of local language content is a barrier:
▪ Russian: 15m
▪ Chinese: 121m
▪ Arabic: 29m
▪ Vietnamese: 4m
▪ Indian: 177m
New internet users based on UA
▪ Russian: 0.7m
▪ Chinese: 6m
▪ Arabic: 1.4m
▪ Vietnamese: 0.2m
▪ Indian: 8.9m
22% (based on primary research)
5% (conservative assumption)
Total active gTLDs:
▪ 11.7m
Total active gTLD based email addresses:
▪ 154m, assuming 13 email addresses per
domain
Total gTLD email addresses where users
do not have a second non-gTLD address
▪ 77m, assuming 50% of email addresses
are used by people with no non-gTLD
address
E-commerce spend per email address
▪ Global average of USD360 per annum
Proportion of web sites missing out on this
revenue due to lack of UA
▪ 13% based on .club testing
Total e-commerce revenue that could be
generated if all e-commerce sites
implemented UA
▪ USD3.6billion
USD 360 average spend per new user
Total benefit of USD6.2 billion
2008414-415 | Commercial in confidence
Studies show that progress has been made toward UA, but this is
incomplete
10
Acceptance of the .club domain by various website categoriesResults of ICANN testing on the acceptance of domains of
different formats
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Short gTLD Long gTLD IDN.com Unicodemailbox,
gTLDdomain
Right-to-leftIDN
UnicodeIDN
Overview of content and messaging of the paper
Source: ICANN, .Club Domains LLC
ICANN found better
acceptance of gTLDs
than IDNs in its testing
65%
55%
78% 80%
52%
60%67%
13%
22%
17%9%
12%
8%
11%
21% 23%
5%11%
36%32%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NewslettersSocial
networks
Could not test
Failed
Music
Passed
TravelE-mail RetailersTotal
2008414-415 | Commercial in confidence
Case studies show the effort required to implement UA is not onerous,
although certain legacy applications m
11Overview of content and messaging of the paper
Source: Interviews
fTLD
fTLD’s experience in helping its clients get their domains accepted has been
relatively positive, with fixes made in relatively short times. This was the case for
Adobe and Twitter, for example
Bridge Community Bank
Bridge Community Bank had UA issues with Verizon and Wells Fargo, which were
fixed quickly by local staff, without the need to go back to head office.
There have been unresolved problems with the US Treasury, however
IATA
In the airline industry, acceptance of ASCII-based gTLDs is not problematic.
Legacy use of Teletype, however, may make it more difficult to accept IDNs, as
punycodes are typically longer than gTLDs
Case study Key findings
2008414-415 | Commercial in confidence
Contact details
12
Michael Kende
Senior Advisor
michael.kende@analysysmason.com
0)1223 460866
Cambridge
Tel: +44 (0)1223 460600
cambridge@analysysmason.com
Dubai
Tel: +971 (0)4 446 7473
dubai@analysysmason.com
Dublin
Tel: +353 (0)1 602 4755
dublin@analysysmason.com
London
Tel: +44 (0)20 7395 9000
london@analysysmason.com
Madrid
Tel: +34 91 399 5016
madrid@analysysmason.com
Manchester
Tel: +44 (0)161 877 7808
manchester@analysysmason.com
New Delhi
Tel: +91 124 4501860
newdelhi@analysysmason.com
Paris
Tel: +33 (0)1 72 71 96 96
paris@analysysmason.com
Singapore
Tel: +65 6493 6038
singapore@analysysmason.com
Boston
Tel: +1 202 331 3080
boston@analysysmason.com
Milan
Tel: +39 02 76 31 88 34
milan@analysysmason.com
Hong Kong
Tel: +852 3669 7090
hongkong@analysysmason.com
@AnalysysMason linkedin.com/company/analysys-mason youtube.com/AnalysysMason analysysmason.com/RSS
Andrew Kloeden
Principal
andrew.kloeden@analysysmason.com
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