kenya network information centre (kenic) marketing plan for 2010/11

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The .KE Marketing Plan 2010/11

Moses Kemibaro

Chairman, KENIC Marketing Committee

2nd July 2010, KENIC AGM

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KENIC – Where we are today.

166 .KE domain name registrars.

13,000+ registered and active domain names.

15,000 .KE domains anticipated by end of 2010 (goal had been 19,000).

Marketing to-date largely focussed on events such as hosting ICANN in March 2010 and Internet Governance Forums as well as PR and Media.

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Where do we go from here?

Collaborate with .KE registrars on their needs and expectations for marketing and service initiatives.

Strengthen and grow the .KE brand in Kenya and beyond as a quality domain choice.

Improve the uptake of .KE domain names through strategic partnerships in public and private sectors.

Make .KE top of mind of end-users.

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How do we get there?

Working with .KE registrars on co-branded marketing campaigns based on registrar needs and the market.

Use existing (e.g volume and multi-year discounts) and new incentives to increase domain name registrations and renewals.

Encourage registrations of new .KE extensions introduced as well as existing (older) extensions.

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What the market reserch tells us.

.KE domains compete heavily with global domains like .COM.

.KE domains perceived as lower quality than other global domains.

General local awareness of .KE domain names exists in the marketplace.

Internet and Mobile uptake exploding!

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Are .KE domain names really expensive?

Country Domain Cost End User Cost % Margin StatisticsGlobal .com/.net 429 750 75% 87,679,167 Kenya .ke 2,000 3,500 75% 9,508 UK .uk 335 1,675 400% 6,000,000 Germany .de 5,510 8,265 50% 12,161,684 India .in 395 1,270 222%South Africa .za 500 1,500 200% 416,736 Ghana .gh 2,275 4,000 76% 1,298 Brazil .br 5,025 8,710 73% 1,000,000

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KENIC and .KE on-going value addition.

A new and better domain name registry system was installed last year that is world-class.

Introduction of new domain names at the end of last year.

Registrar payments can now be received via MPESA.

New systems are being deployed to make the registry even better for registrars.

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The .KE value proposition.

.KE domains are relatively few to-date so its easy to get a preferred domain name than other global domains like .COM.

.KE domains are specific to Kenya and as such are local and represent a Kenyan indentity to the world.

.KE domain names are well protected by local and international intellectual property rights.

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.KE domain volume discounts.

2 Years Advance Payment: 5%

3 Years Advance Payment: 15%

4 Years Advance Payment: 20%

5 Years Advance Payment: 25%

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.KE domain pre-payment discounts.

0 to 50 - No Discount

51 to 250 – 5%

251 to 500 - 7.5%

501 to 1000 – 12.5%

1001 to 2000 – 20%

Over 2000 - 50%

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.KE domains by the numbers – July 2010

AC.KE 298

GO.KE 268

SC.KE 34

CO.KE 11728

INFO.KE 21

ME.KE 61

MOBI.KE16

NE.KE 24

OR.KE 739

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.ME.KE Marketing Campaign.

KENIC is pushing for .ME.KE domain names to be sold aggressively by registrars from today.

The cost of .ME.KE domains is only Kes. 500.00 which is significantly less than the Kes. 2,000.00 for other domains.

.ME.KE branded t-shirts are being customized for registrars today and branded bags are also being distributed.

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.ME.KE Marketing Campaign.

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.ME.KE Marketing Campaign /2

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What (we think) needs to happen in 2010/11

Find out from .KE registrars what their needs are of KENIC so as to increase domain sales and retention, as well as overall servic delivery.

Benchmark KENIC marketing activities to those of other leading gTLDs and ccTLDs (fact finding)

Determine what the “core” of KENIC is in terms of what it is and what is on offer which will drive marketing activities going forward.

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Thank you! Q&A and Open Discussions.