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DotAsia: An E
DotAsia
Experience
perience in
Building
g the Foundations for a
Sponsored Community gTLD
APTLD, Hong Kong
APTLD
2011.02.17
The Making Of DotAsia
•
•
•
•
•
•
•
•
•
•
2000 Concept first discussed
2002 ITU Asia in Hong Kong
2003 APRICOT Taipei
2004 APRICOT KL / ICANN Rome / ICANN KL
2005 ICANN Mar Del Plata
2005 Feb ICANN Board Call
2005 Dec ICANN Vancouver
2006 Dec ICANN São Paulo
2007
00 .Asia
s a Su
Sunrise
se (30,000
(30,000+ Applications)
pp cat o s)
2008 .Asia Landrush (500,000+ Applications)
Year 2: 2009 – Development
• Sunrse
S
R
Renewal
lR
Rate: ~90%
Year 3: 2010 – Growth
6000
New Creates in 2010
5000
4000
3000
2000
1000
0
Netherlandss
Korea, Republic off
Singapore
e
Hong Kongg
Francee
Indiaa
2008
Japan
n
Unitted Kingdom
m
United Statess
U
Germanyy
Australiaa
China
France
e
Canadaa
Thailand
d
Hong Kongg
Japan
n
Indiaa
Unitted Kingdom
m
Switzerland
d
Chinaa
Germanyy
United Statess
U
Australia
Asia Embracing .Asia Domains
2009
2010 New Creates - Top 12 Economies
7 of Top 10 in Asia
1200
1000
800
600
400
200
00
0
Building a Foundation of Growth
• Understanding the Market Place
• Develop Real Usage
• Mass Market Awareness
• Supporting
Su orting Registrars
• Supporting Community
Growing Internet Population in Asia
Source: Internet World Stats
Bulk of Asia’s
Asia s
Population
Under 30:
38 Hour Day
4 Things at Once
Friends Matter: Social Networking
Content Matters: People are Media
Cutting Through Matters: Relevance
Bulk of Asia’s
Asia s
Population
Under 30:
38 Hour Day
4 Things at Once
Friends Matter: Social Networking
Content Matters: People are Media
Cutting Through Matters: Relevance
Trends in Asia User Behaviors
• Bargain seekers:
• Music is expected to
drive Asia
Asia’s
s mobile
• 58% of Asian
market with US$6.72
internet users say
Billion byy 2013
they made online
purchases as a
• Asia leads the world
result of a coupon or
in mobile shopping,
offer they received
with 8 out of 10
in an email
reported mobile
shopping acti
activity
ity and
• 78% to compare
23% making a
products, 75% for
purchase in a month
bargains
Strong Growth in Online Spending
• Asian eCommerce consumers spending increased
(to avg. US$3,109) despite challenging economic
conditions
di i
(Vi e-Commerce
(Visa
C
C
Consumer M
Monitor)
i )
• Market research firm Euromonitor International
forecasts online sales in Asia Pacific expected to
reach in excess of US$71 billion by 2012
• Next 5 years, shifting online population and growing
spending
p
gp
power among
g Asian consumers means that
Asian markets will represent a far greater % of the
online consumers than they do today. (Forrester
Research)
Sustained Growth in OnlineOnline
Ad Ad
Spending to
S
Spend
d in
i Asia
A i
Grow by
• Online advertising
g saw sustained
g
growth
about
30% to
US$20
throughout Asia, compared to aover
9.8%
Billion
by
g spending
p
g
contraction in total advertising
2012
worldwide
– Ni
Nielsen
l
C
Company reported
t d double
d bl di
digit
it growth
th for
f Q1 2010 advertising
d ti i
spending in Indonesia (26% -- US$1.27 billion), Taiwan (22.8% -US$299.5 million) and Thailand (10.8% -- US$664.4 million)
Fastest Growth
in Online Ad
– Nielsen’s
Hong Kong office reported that online ad revenues reached
Spending
US$32.7 million in Q4 2009 to boost full year spending to US$111.4.
Expected
toof be
The total number
advertisers and campaigns more than doubled from
Q4 2008 to Q4 2009, signaling an acceptance of online ads among
Asia
advertisers in
in Hong
Kong.
Asia Market Integration
Since Jan 1, 2010: China + 10 South East
Asian Countries implemented the
China ASEAN Free Trade Area (CAFTA)
.Asia improves
p
SEO
• Searching:
Media Asia
• 2 generic and highly
searched
h d kkeywords
d
• media.asia ranks #1
Promoting Mass Market
A
Awareness
off .Asia
A i
AsianFilmAwards.Asia
• The Asian Oscars
Extensive
Social Media
Coverage
BreakupClub.Asia
• Feature film starring
Jackie Chan’s son
• Social networking site for
the heartbroken
DreamHome.asia
Coming Soon…
DonnieYen.asia
Market Adoption of .Asia
homan.asia
bluestars.asia
angelababy.asia
.Asia for Artists & Celebrities…
www800 asia
www800.asia
morimori asia absorb.asia
morimori.asia
absorb asia
nevertap.asia
soi.asia
gnome.asia
.Asia for Regional Conferences & Events…
childlearn.asia
hildl
i digitalmedia.asia
di it l di
i adrc.asia
d
i
www.qingmu.asia
www.sprg.asia
www.jingjia.asia
www.bhdc.asia
www.bizss.asia
www.jctech.asia
www.gc--open.asia
www.gc
www.wonderlu.asia
www.odzt.asia
www.huachun.asia
www.tahl.asia
www.film360.asia
.Asia used by Companies in Beijing
yapc.asia
musee-pla.asia
gbes.asia
sakura-cafe.asia tokyoanitour.asia
roomshare.asia
tokyogolf.asia
naughtyboyz asia
naughtyboyz.asia
tokyolongstay.asia
astrix.asia
aobo.asia
multignss.asia
j
i
jcgroup.asia
.Asia
A i iin T
Tokyo
k
butai.asia
Gro ing SME Offline Ads utilizing .Asia
Growing
Asia
.Asia Materials & Resources for
R i t
Registrars
(and
( d Resellers)
R
ll )
KeepClicking.Asia
Newsletter &
Social Media Site
SunZi.Asia: The Art of War for Domaining
http://Domains.Asia
Ella Koon as 1st Asian GoDaddy Girl
.Asia Community Projects
DotAsia as a not-for-profit organisation with a mandate
to promote
ro ote Internet development
de elo ent and adoption
ado tion in Asia
Asia.
www olpc asia
www.olpc.asia
CreativeCommons.asia
Paragon100.asia
NetMission.Asia
• Class of 2009
– Completed Training
– ICANN / APNG
APNIC / APNG
• Community Projects:
– Children’s Carnival
– Youth & Family Æ Pilot for HK gov supported large
scale Internet education program (hiring 500 youth)
– Middle-Aged
Middle Aged Women Program Æ Internet training for
disadvantaged middle-aged women
– Elderlyy Surveyy
• Youth IGF Camp
Asia Open Source Software Centers
rIGF.Asia
• Over 350 p
participants
p
from over 20
countries across 3 consecutive events
Digital Inclusion Grants Fund
DNSSEC.Asia
• Workshop / Seminar / Advocacy Series
IDN.Asia Launch 2011
March 2011 – Pioneer Domains Program
2011 Q2 – Sunrise
2011 Q3 – Landrush
Open Source
O
S
RegistryR
Registrar
eg st a Syste
System
Highlights for the coming week:
• APTLD DotAsia Joint Dinner
– Tomorrow (Friday Feb 18) Night
• DotAsia AGM
– Sunday (Feb 20) – Right after AP* Retreat (17:0019:00 followed by AP*
AP DotAsia Joint Dinner)
• DNSSEC Asia
– Monday (Feb 21) – 9:30-12:30
– HKCEC (Morning before APRICOT Opening)
Every .Asia
Domain
Contributes to
Internet
Development
in Asia
love.from.asia
Edmon Chung
<[email protected]>