The B e Bigges est Ob Obstacle f e for Innovating with Ne New - - PowerPoint PPT Presentation

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The B e Bigges est Ob Obstacle f e for Innovating with Ne New - - PowerPoint PPT Presentation

Domain Name Registrar The B e Bigges est Ob Obstacle f e for Innovating with Ne New TLDs Ds ROW#9 - June 16, 2020 Thomas Barrett EnCirca President EnCirca Presentation: ROW#9 - June 2020 6/16/2020 1 Domain Name Registrar Abou out


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SLIDE 1

Domain Name Registrar

The B e Bigges est Ob Obstacle f e for Innovating with Ne New TLDs Ds

ROW#9 - June 16, 2020 Thomas Barrett EnCirca President

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 1

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SLIDE 2

Domain Name Registrar

Abou

  • ut T

Tom

  • m B

Barrett

  • President of EnCirca – Founded in 2001 in Boston, USA
  • Formerly with Neustar, NetNames, ThomsonReuters
  • Chair of the Blockchain Committee for the International Trademark Association
  • Engineering Degrees from MIT and WPI
  • EnCirca is an Accredited ICANN Registrar
  • Also a technology service provider to restricted Registry Operators
  • EnCirca’s primary TLD’s include:
  • .BANK
  • .BOT
  • .JOBS
  • .PHARMACY
  • .REALTOR

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 2

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SLIDE 3

Domain Name Registrar

Spe pecification

  • n Bi

Bias

How the width

  • f two horses

influenced the design of the Space Shuttle

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 3

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SLIDE 4

Domain Name Registrar

Spe pecification

  • n Bi

Bias

  • The US Standard railroad gauge

(distance between the rails) is 4 feet 8 ½ inches wide

  • How did this specific number

become the industry standard?

  • English immigrants designed the

US railroads

  • English railroads were based on

the historic wagon wheel spacing

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 4

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Domain Name Registrar

Specific ificatio ion B Bias

6/16/2020 EnCirca Presentation: ROW#9 - June 2020 5

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Domain Name Registrar

SRS i is ou

  • ur R

Rom

  • man C

Chario iot

  • The Shared-Registry-System developed by Network Solutions in 1999
  • The biggest constraint in innovative new TLDs is overcoming the inertia of

the Shared-Registry-System model

  • One of the challenges in new TLD innovation is how to accomplish business

goals despite the constraints of the legacy SRS

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 6

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Domain Name Registrar

Shared ed-Re Registry-System em L Legacy cy

  • EPP Protocol
  • Unidirectional data flow
  • Annual registration terms
  • Minimal grace periods
  • Minimal credit policies
  • Limited options for delayed processing
  • Limited data extensions for collecting eligibility data
  • Eligibility tokens support is sparse
  • Registry Code of Conduct – limited vertical integration

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 7

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Domain Name Registrar

Post-Registration V Validation M Model

  • Advantages:
  • “Just like .COM” - No extra work for

registrars

  • Standard EPP transactions only
  • Disadvantages:
  • Requires chasing registrants to

provide validation information after the registration

  • Poor user experience, high

cancellations

  • Examples:
  • .ORGANIC
  • .COOP

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 8

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Domain Name Registrar

Pre-Registration V Validation M Model

  • Advantages:
  • Ensures compliance
  • Strong brand signal
  • Disadvantages:
  • Required support by registry

back-end (no longer)

  • Two website visits are

required by Applicants

  • Examples:
  • .BANK
  • .BOT

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 9

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Domain Name Registrar

The E Evol

  • luti

tion

  • n f

for . .BANK

  • Replaced SSL platform with a commercial CRM
  • Replaced Post-registration Pending Create with pre-registration eligibility tokens -

JWT tokens using industry standards

  • Smart Eligibility tokens also contain validated registrant data

End-Result

  • Registry back-end removed from validation workflow
  • Registrars more integrated into validation workflow
  • Facilitated back-end portability – Have since switched back-ends

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 10

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Domain Name Registrar

Parallel V Validation W Workflow

  • Advantages:
  • Streamlined workflow and user

experience

  • Single visit by Registrant
  • Disadvantages:
  • Requires Registrars willing to

customize workflow

  • Discourages adoption by mass

market Registrars

  • Examples:
  • .REALTOR
  • .CPA

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 11

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Domain Name Registrar

Les Lesson

  • ns Lea

Learned

  • The domain name registration should be the last step in the process and not the first step
  • The best end-user experience is to allow users to provide all required information in a

single visit with a single payment

  • Minimize the involvement of back-end registry provider for validation
  • Integrate Registrars into the validation workflow

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 12

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Domain Name Registrar

Ta Take-Awa way fo for Op Oper erator

  • rs o
  • f N

New T TLDs

  • Don’t let historical SRS bias hinder your business model or objectives
  • The back-end registry platforms were not designed for new Registry business models
  • Avoid involving your back-end registry provider in your validation workflow – reduces

flexibility and increases switching costs

  • Insist Registrars customize their registration workflow to support your business strategy

EnCirca Presentation: ROW#9 - June 2020 6/16/2020 13

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Domain Name Registrar

Thank You !

Thomas Barrett EnCirca tbarrett@encirca.com https://www.linkedin.com/in/thomasbarrett/

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