'ASIA Sunrise

1
.ASIA Sunrise Registrar Accreditation

• Registrar Constituency, March 27, 2007, ICANN
  Lisbon
• Leona CHEN leona_at_dotasia.org
• Ching CHIAO chiao_at_dotasia.org
• Edmon CHUNG edmon_at_dotasia.org

2
Overview

• The DotAsia Organisation
• Sunrise Policies
• Target Launch Schedule
• Registrar Accreditation Process
• Marketing Brief

3
The DotAsia Organisation

• The Sponsoring Organisation / Registry Operator
  of .ASIA sTLD
• Not-for-profit bottom-up community-based
  organisation incorporated in Hong Kong
• Owned by Pan-Asia and Asia Pacific Internet
  community
• Sponsor Members ccTLDs in AP Region (20 members
  currently)
• Co-sponsor Members Regional based
  Internet/IT/Telecom groups and other relevant
  community organizations (3 members currently
  APNIC, APNG and PAN)

4
Current Sponsor Members (20 ccTLDs)

• .AF - Afghanistan Network Information Center
  (AFGNIC)
• .BT - Bhutan Communications Authority
• .CN - China Internet Network Information Center
  (CNNIC)
• .ID - Country Code Top Level Domain Indonesia
  (ccTLD-ID)
• .IN - .IN ccTLD Registry, India
• .IR - .IR ccTLD Registry, Iran
• .JP - Japan Registry Service Co., Ltd. (JPRS)
• .KH - .KH, Cambodia
• .KR - Korea Network Information Center (KRNIC)
• .KZ - Kazakhstan Network Information Center
• .MN - .MN ccTLD Registry, DataCom Co., Ltd.,
  Mongolia

• .MO - Macau Network Information Center (MONIC)
• .NU - Internet Users Society - Niue (IUSN)
• .NZ - The Internet Society of New Zealand
  (InternetNZ)
• .PH - PH Domain Foundation, Philippines
• .SG - Singapore Network Information Centre
  (SGNIC)
• .TJ - Information Technology Center, .TJ ccTLD
  Manager, Tajikistan
• .TW - Taiwan Network Information Center (TWNIC)
• .UZ - Computerization and Information Technology
  Developing Center, .UzInfoCom., .UZ ccTLD
• .VN - Vietnam Internet Network Information Center
  (VNNIC)

5
Governance

• Board of Directors
• 11 members
• 8 sponsors (ccTLDs)
• 2 co-sponsors (regional organisations)
• 1 CEO
• Advisory Council
• 1 representative from each co-sponsor
• Other experts appointed by the Board
• Proceeds Steering Committee
• appointed by Board
• selects community projects to fund for surplus
  proceeds and special allocations

6
Some History (2000-2006)

• 2000 first discussion about an Asia focused TLD
  at ccTLD meetings
• 2002 2 Initiatives were started (merged into one
  in early 2004)
• Dec 2003 ICANN sTLD RFP
• Feb 2004 Formal and Informal Discussions at
  APRICOT, AP, APTLD, APNG, etc.
• Mar 2004 ICANN Rome informal gathering
• Mar 2004 Submission of proposal to ICANN
• July 2004 Inaugural Board meeting at ICANN Kuala
  Lumpur
• Mar 2005 1st Informal meeting with GAC members
  from AP (Mar del Plata)
• Jun 2005 GAC Chair and Secretariat assists in
  formally contacting GAC members to introduce the
  .ASIA initiative

7
Some History (continued)

• Jul 2005 Outreach from DotAsia Organisation to
  AP GAC members to explain .ASIA initiative
• Jul 2005 2nd Informal meeting with GAC members
  from AP (Luxembourg)
• Nov 2005 3rd Informal meeting with GAC members
  from AP (Vancouver)
• Dec 4, 2005 ICANN Board resolution on .ASIA
  approving the DotAsia TLD Application to enter
  into discussion of commercial and technical terms
  with effectively a unanimous vote
• March 2006 4th Informal meeting with GAC members
  from AP (Wellington)
• Jun 2006 5th Informal meeting with GAC members
  from AP (Marrakech)
• Oct 18, 2006 Approval of .ASIA Registry Operator
  Contract
• Dec 6, 2006 Signing of Contract with ICANN

8
Draft Sunrise Policies

• Sunrise 1 Governmental Reserved Names
• Sunrise 2 Registered Marks
• Sunrise 3 Registered Entity Names (i.e. company
  names, etc.)

9
Sunrise Policies Development

• Extensive discussions with registrars and IPR
  community
• Learning from recent experience of .EU and .MOBI
• Learning and participating in GNSO RN PRO WG
• Community Industry Drafts (February)
• Went through 3 Community Drafts (0.1, 0.2 and
  0.3)
• Incorporated comments from the ICANN community,
  technical community, IPR community
• Version 1.0 (Industry Draft) circulated to ICANN
  registrars, IP Constituency Members
• Posted Publicly online

10
Sunrise Policies Development

• Final Draft
• Current Version 1.5 (Final Draft)
• Posted publicly online
• Circulated to community and registrars
• Finalization of Sunrise Policies
• Presentation at ICANN GAC, RC and IPC
• Conclusion of solicitation of feedback by the end
  of the first week of April
• Finalized version to be posted mid-April

11
Target Launch Schedule

• March 21 2007 Pre-Sunrise
• June/July 2007 Sunrise 1 Governments
• Sep 2007 Sunrise 2 Registered Marks
• Oct / Nov 2007 Sunrise 3 Entity Names
• Feb 2008 Landrush
• Mar 2008 Live FCFS registrations

12
Pre-Sunrise and Sunrise 1

• Pre-Sunrise
• Solicitation of reserved names from governments
  (through ccTLDs and GAC representatives in the
  community)
• Commenced as of March 21, 2007
• 5-month period (ending August 21, 2007,
  overlapping with Sunrise 1)
• Sunrise 1
• Government bodies to activate the reserved names
• Domains must be activated (i.e. registered) via
  an ICANN registrar

13
Refinement of Sunrise 2

• SR2a Early-Bird Sunrise
• Mark applied for before March 16, 2004 (issued
  and valid at point of domain registration
  application)
• Certified documents showing that Mark has been
  used in Class Registered
• SR2b Registered Marks
• Declaration of Mark Information via EPP
• Mark applied for before December 6, 2006
• SR2c Extended Protection
• Registered Mark Words in Class description
• E.g. ABC gt NICE Class 1 Chemicals gt
  ABCchemicals.Asia

14
Acceptable Match

• Exceptions for spaces and special characters
• May be omitted or replaced by hyphen
• Exceptions for accented characters
• May be replaced by base character (i.e. without
  the accent)
• Exceptions for type identifiers
• E.g. , TM, SM, Ltd., PTE, Inc., May be omitted
• Exceptions for the term Asia
• May be omitted e.g. ABC Asia gt abc.asia
• Transliterations not accepted
• ö may not be replaced by oe, ?? may not be
  replaced by zhongwen

15
Sunrise 3

• Registered Entity Names (i.e. Company names)
• Registered within the DotAsia Community
• Domain Name Applied For must match registered
  entity name (with acceptable match exceptions)
• Unverified
• Declaration of business registration via EPP
• Electronic copy of Certification of Incorporation
  (or equivalent) uploaded and Posted publicly
• Challenge process to be developed

16
Multiple Applications for a Domain

• Sunrise 1
• First-Come-First-Served
• Sunrise 2, Sunrise 3 and Landrush
• All applications during each particular sunrise
  period are considered to be received at the same
  time
• If domain has only one successful application, it
  is allocated accordingly
• If domain has more than one successful
  application, auction is held between the
  successful applicants

17
Auctions

• General Process
• Prior to auction being held, successful
  applicants will be provided information of other
  bidders
• English auction (each bid being higher than the
  previous bid, and each bidder able to observe
  each bid price)
• Concept
• Fair allocation (instead of lottery-like
  situation at initial rushes)
• Encourage usage (highest bidder more likely to
  use domain)
• No need to wait for FCFS live registrations (if
  domain has only one application it will not go to
  auction)
• Sizeable portion of proceeds will be specifically
  set aside for community initiatives (mandate for
  DotAsia Organisation)

18
Charter Eligibility Requirement

• Any one of the associated domain contacts
  (Registrant, Admin, Tech, Billing) must be a
  legal entity in one of the jurisdictions in the
  DotAsia Community
• Legal Entity Natural Persons, Corporations or
  Companies, Cooperatives, Partnerships or
  Collectives, Government Bodies, etc.
• Registered Domain Holder for a .ASIA domain is
  considered to be the collective of the Registrant
  Contact and the CED (Charter Eligibility
  Declaration) Contact associated with the domain.
• Both entities are jointly responsible for the
  domain registration (i.e. disputes)
• Operating Contact remains Registrant Contact
  (i.e. for transfers, etc.)

19
Draft Technical Framework

• EPP Extensions
• IPR Extensions (domain object) for Sunrise
  applications
• CED Extension (domain contact objects) for
  charter eligibility declarations
• Operations Notifications (OPN) Contact
  Extensions (domain object) for designating a
  special contact for Sunrise documentations and
  auctions (Registrar may act as the OPN Contact)

20
EPP Domain Object Extensions (Draft)

• IPR Extensions
• ltipr-namegt
• ltipr-numgt
• ltipr-cc-localitygt
• ltipr-appliedgt
• ltipr-registeredgt
• ltipr-classgt
• ltipr-typegt
• CED OPN Extensions
• ltced-idgt
• ltopn-idgt

21
EPP CED (Contact) Extensions (Draft)

• ltced-cc-localitygt
• ltced-localitygt (OPTIONAL City/Province/State)
• ltced-typegt
• ltced-type-othergt (Required only if
  ced-typeother)
• ltced-id-typegt
• ltced-id-othergt (Required only if
  ced-id-typeother)
• ltced-id-numgt

22
.ASIA Registrar Accreditation Package

• RRA and Forms ready
• .ASIA Appendix to ICANN RAA
• .ASIA RRA
• Registrar Data Form
• Registrar Financial Information Form
• Confidentiality Agreement
• Fax Authorization Form
• Registrar Authorization Form
• Pick up the .ASIA USB Package .ASIA Shirt ?

23
Marketing Brief
24
Action Items

• Development of launch activities PR Partner
• Positioning for local markets
• Events at various cities
• Press relations
• Working with Registrars
• Joint press events
• To develop marketing materials
• To develop promotion programs
• Market Research
• What else should we be doing to help you market
  the .ASIA domain?

25
Brief Market Research

• General directions of research
• Natural usage of the word Asia
• Company names / Trademarks / Brands
• Domain names / search terms
• Regional Media / Conferences / Sporting events /
  Initiatives
• Identifying with Asia
• Market preference of identifying with and
  identifying as Asia
• Asia Market in General
• Internet penetration / E-commerce / Online
  activities
• Investment into/from/within Asia / General
  economy growth
• IDN and language related information
• Value of Asia in a Domain

26
The Big Picture - Asia and Australia / Oceania
27
Most Popular Sites on the Web Today

• Global Top Sites Visited Already 1/3 from Asia
• www.Baidu.com
• www.qq.com
• www.yahoo.co.jp
• Source http//www.alexa.com/site/ds/top_sites?ts_
  modegloballangnone

28
Asia Keyword Search - February 2007

• Related Searches that include Asia
• Estimated number of times Asia related terms were
  searched in February 2007
• 309,369 searches for terms containing Asia /
  Asian in one month
• for Comparisons Sake
• 69,584 searches for terms containing EUROPE
• 14,706 searches for terms containing EU

• http//inventory.overture.com/d/searchinventory/su
  ggestion/

29
Noteworthy

• There are estimated 25 million Blogs in the Asia
  Pacific region.
• The Blog Herald http//www.blogherald.com/2005/0
  5/25/world-wide-blog-count-for-may-now-over-60-mil
  lion-blogs/
• Over 92,178 Blogs found on Technorati have tags
  with the word Asia or Asia related terms
• http//www.technorati.com/tag/Asia
• The mature market segment of Asia/Pacific and
  Japan will continue to account for nearly 40 of
  worldwide broadband connections. In this region,
  Gartner predicts that ¾ of households will have
  broadband connections by 2010 compared with
  around half of North American and Western
  European households. (Gartner Inc., February
  2007)
• New Media Reveal from the European Travel
  Commission http//www.etcnewmedia.com/review/defau
  lt.asp?SectionID10OverviewID8

30
The Asia Domain Market
http//www.buydomains.com/find-premium-domains/sea
rch-results.jsp?cm_mmcdnj-_-home-_-150x240-_-d7k
eywordsasiax0y0
http//domain-suggestions.domaintools.com/?qAsia
31
We Seek Your Valuable Input

• What are the challenges for promoting the .Asia
  domain to your customers? What can we provide to
  assist?
• What type of research will be valuable for your
  marketing efforts?
• How could we help drive usage of the .Asia
  domain?
• Our team is here in Lisbon now, but we are only
  an email / phone call away anytime.

32
Thank You

• Leona CHEN leona_at_dotasia.org
• Ching CHIAO chiao_at_dotasia.org
• Edmon CHUNG edmon_at_dotasia.org