Launching

.MUSIC
TAGLINE Own your Music

1. Need for New Top Level Domains

.COM domain having been the most popular and recognized TLD since early
times of Internet now stands on verge of exhaustion. Businesses and Individuals
all over the web complain about unavailability of their desired domain names
and the subsequent need to find preferable 2nd level domains on other
extensions such as .NET, .ORG, .IN (for India) etc. This limit of exhaustion along
with other universal business and technology interests like Domain name
Branding, Credibility, Easily Recognizable domain names linked to concerned
industries & communities, Community Feeling, Exclusiveness and Restrictive
groups controls resulted in ICANN finally releasing 100s of new TLDs in addition
to original 22 with these extensions being. Press. Tech. Store etc. These new
TLDs are short, concrete, and self explanatory of the business they represent.
They can result in more visibility, creativity, memorability and direct URL firing
in the browser thus increasing traffic for the website concerned.

2. Need for .MUSIC and story so Far

Internet has truly revolutionized the way music is delivered and consumed today
by giving scale and popularity to relatively smaller artists & band while giving
huge monetization capacity to Production houses, Labels, Hit bands and
acclaimed artists. The end consumer of music also discovers new launches and
consumes huge volumes of music thus making it win-win for everyone. But
statistics lately bring these few challenges for music industry with existing
domain names

1. Decentralization & Inconsistency - No checks and measures for registering a

music entity on .COM)
2. Piracy Leads to loss of quality as well as monetary rewards for true owners.
3. Over Dependence on Search Engines Exhaustion on .COM leads to choice of
unrelated 2nd level domain, mostly visited by users through Search Engines.
4. Limited Scope of Branding You dont get the 2LDs that go with your brand
name or business, to strike a connection.
5. There is no useful method of organizing the web in regards to music
6. Non-Availability and Non Exclusivity superstar artists who do not even own
their .COM
Justin Bieber - It is not JustinBieber.com
Queen - It is not Queen.com
3. Value Proposition: Key Selling points for .MUSIC
Launch and consequent adoption of .MUSIC Top-Level Domain by musical
fraternity and end consumers can address most of above problems. By
centralizing all music related websites, blogs, and resources to a central domain
extension and then implying registration and ownership controls on it could
help ward off malaises of Piracy and copyright infringement. It can also kick in
order and organization in currently unorganized musical industry and ensure
creators of music and technology resources, disseminating music are rewarded
with money flowing directly in correct and authorized accounts. Key Selling
Points of .Music are

1. Brings consistency, order and centralization.

2. Helps ownership and control still remain in the right hands.
3. Community Based Domain Registration - Verifying members has shown
to increase trust, credibility and the sense of true community.
4. It could generate more interest and more consumption of music.
5. Branding Leverages to businesses by branding themselves with a unique
identifier on the web
6. a .MUSIC web address is:

Unique
Memorable
Self-explanatory
Trusted
Brand-enhancing

7. A .Music website and email address can portray professionalism and

legitimacy for your business.
8. Through direct bowser navigation search, .MUSIC domain can reduce
music fraternity dependence on search engines and their ever-altering
algorithms.
9. Added Security - Stricter guidelines for registration will also protect
Internet users from malware, phishing or other malicious behavior

4. Marketing Objectives
End objective is to launch and establish the new gTLD (.MUSIC ) as a "must-
have" for all businesses and individuals in music industry who already have
or want to have a presence on the web.
This state once reached should be accompanied with

 a) Targeted numbers of global registrations for .MUSIC (matching revenue
targets)
b) Increased price of registration for .MUSIC in $50 -$100 range for
offering niche community based access and exclusivity.
c) Elevated brand equity for .MUSIC so that premium abc.MUSIC Domain
names could be sold to restricted clients at Higher Prices.
Branding Strategy - .MUSIC to be branded as the next generation of brand
building, secure and community based Internet, while communicating the
benefits of being part of this. This should attract both numbers and big
names registering on the TLD.

5. Challenges & Barriers of Migration

1. New registrants need to be educated on benefits and use of the new
domain extension. Since these people never had a domain name
registered on their name, they need to be mass targeted through a brand
awareness campaign and told about benefits of taking their business
online. RegistryX as a brand needs to fight Its not for me Syndrome
prevalent in country like India where many SMBs and individuals think
Domain name, Website, Email Ids are too technical and not needed stuff
for them.

2. Existing Registrants - Migration to a new domain has apparently been a

loss affair for few recognized players as well, though completely due to
their own negligence. Though smooth and simple in reality, domain name
transfer invokes complexity, loss of understanding and apprehensions
among general public and businesses. RegistryX needs to design and
implement knowledge campaigns to correct this incorrect but common
stance among all stakeholders and make domain migration look extremely
easy through Demonstrations, Use Cases, Knowledge Material, Awareness
campaigns and 24*7 support.

3. Breaking Status Quo / Creating Adoption and Awareness

A direct battle against established TLDs such as .COM and .NET could go
wrong and attract Price Wars or Humungous Marketing and publicity
spends. The growth and adoption for .COM has been phenomenal
worldwide and alternate new TLDs would take some time to be recognized
as preferred choice for a domain name. It would be challenging to migrate
people from these popular domains to a new one. Through a strategic
public relations program, focusing on peoples inherent emotional need
to brand their own names or the name of things they like and are
associated with, RegistryX will bring a change in attitude and mindset of
people to explore New TLDs.

6. Disruptive Marketing (includes Branding) Strategy
1. Defining Target Markets

Who all could be interested in buying .Music Domain?

a) Creators Artists (Vocalists, Bands, Percussionist, Drummers) and

Producers
b) Professionals- Labels & Music Houses, Distributors, Retailers, Music
Aggregators and Discovery Platforms, Tech Start Ups in music industry,
Disco Jockeys (DJ)
c) Other Players - Music and Sound Engineers, technicians, Music Attorneys,
Educational Institutions, Art Councils, Art Schools, Ministries of Culture.

These fall in either a category of a) Limited web User, without a domain

name registered on his name and hence no need for migration or b) Web
savvy User with or without a domain name already on his name or brand
and thus the need to migrate to .MUSIC

2. Two Phase Approach

Marketing Objectives as defined in above section would be realized though

a two-phase marketing approach thus helping us meet final registration
goals.

Strategic Partnership with Registrars, Domain name Resellers (directly or
through Registrars as applicable), IT Services companies offering Services
like Hosting, Development, Design & Support is crucial for driving both
these phases. RegistryX will share the cost of Marketing along with
Registrars like Go Dadyy, Big Rock and NameCheap and other partners to
push Brand Awareness and Promotional Campaigns.

Phase 1 : Brand Awareness Campaign

Use of conventional media (TV, print, Hoardings, Radio and outdoor) to

educate potential customers and establish credibility in marketplace among
individuals and businesses defined as Limited Web Users. Web savvy users
could be targeted on a higher scale primarily through digital channels. The
campaign will have global appeal to reach the widest possible audience. The
communication in this phase will be based around competitive advantages
of .MUSIC, ease of migration and use, branding and more visibility all
communicated through proactive presence in media, Tech Publications,
events & conference and all identified touch points with potential
customers as mentioned in later sections.

Phase 2: Promotional Advertising

One-to-one lead nurturing (through the partner network of registrars,

resellers etc. using scaled retargeting ads and automated follow up) will
support the brand awareness campaign or directly enhance promotional
campaigns targeted to close registrations. These campaigns will target non-
web users who now qualify as leads or have shown expression of interest as
well as heavy web users who would migrate for competitive benefits
of.Music. This phase communication will be will be designed around closing
mass scale registrations primarily through unique offerings of .Music as
applicable to various target segments. Complete Marketing Mix to sell the
new TLD should include Pricing, Ease of Migration, SEO benefits, Continuous
Support and bundled services usually offered by a registrar with a domain
name purchase etc.

Channels could be targeted print advertising, digital paid ads, interactive

marketing, customer email, opt-in or sign up prospect email and direct mail.

With the help of a coordinated and well-executed public relations

campaign, RegistryX will strive to educate the public, create global
awareness and buzz around the new gTLD. IT will generate a buzz around
.MUSIC and create call-to-action translating to trial, sales, and loyalty.

3. Use of Registrars , Resellers , Service Providers and other partners.

RegistryX will develop a co-operative advertising campaign in partnership
with RegistryX existing partnering registrars and ICANN-accredited
registrars and their registered resellers. Scale of the registrars in their
respective countries should form the basis of these partnerships.
Every dollar a registrar (or noted resellers) spends on advertising to secure
massive registrations, a part of that (this component depends on deal
details between the two parties) can come out of RegistryX Packets. Just
like classic RY-RAR partnerships driving sales at franchise levels.
To Ensure brand integrity and consistency, RegistryX will impose stringent
guidelines on messaging, wholesale pricing, offerings, creative
campaigning and service levels but will also allow enough freedom for
local registrars to address local market needs and scale registrations.
Initially, the campaign will strive to create awareness for .MUSIC domain
and then it would aim to generate traffic to all registration sites for sales
and growth

4. Messaging and Media Selections

RegistryX will position itself as a trusted name in registry services among
ICANN-accredited registrars and end consumers. The vision of building a
profitable registryregistrar-resellers-registrant network needs to be
clearly communicated to all stakeholders thus encourage future
participation and revenues.
Roll out an effective communications campaign in all target markets
through RegistryXs own and nexus of partners outreach.
Ensure consistency in messaging and achieve adequate targeting in
marketing.
To accomplish above, RegistryX would work on a mandate to create global
demand .MUSIC among businesses and individuals through set of
marketing activities, covered in following sections.

7. Strategic Partnerships (Branding Activities)

1. With Local Country Registrars ( and directly / indirectly with resellers )
Based on scale, popularity and outreach of the Local registrars. These
registrars in cooperative advertising model with the registry can
tremendously increase outreach for the New TLD through Digital + Offline
channels. This includes Social Media, SEM, FB adverts, Content Marketing
(Blogs, newsletters, articles), Email automation and offline channels such
as Celebrity Endorsements, hoardings in commercial areas, Tele Calling
and SMSes, communicating promotional offers etc. Details of the
partnership are covered in coming section.

2. Regional Public Relation offices

To ensure RegistryX PR is maintained on a worldwide basis along with
communication guidelines.

3. Press Management
Series of press announcements to be made prior 6 months to launch and
post launch. These regular announcements could be around areas like
Grant of license to RegistryX for operating a New TLD , by ICANN
Benefits of using .MUSIC
Technology behind new registry service
Registration authentication Policies addressed by RegistryX






4. Music Leaders & Industry Relationships
Building Relationships and goodwill with Music Leaders as well as industry
bodies, Internet insiders, advocacy groups, regulatory bodies and other
relevant stakeholders.
Celebrity Endorsement - RegistryX might consider engaging a high-profile
brand ambassador who has Music + Tech (Some Inclination) reflecting
personality. RegistryX might gain from this popular celebrity endorsement
elevating its brand appeal.
A good reference list and testimonial from credible sources would help
tremendously in creating more favorable Media Stories.

5. Editorial Calendar & Contributing Articles

Winning Placements on all popular news channels and discussion platforms
Creating frequent white papers, byline articles, op-ed pieces to heat up
discussions on need for new music domain.
Pro active Response on all concerned channels by RegistryX to clear the air
of doubts around .MUSIC and facilitate registrations.

6. Other Strategic Alliances

Key trade organizations, such as CORE, to reach out to registrars and
resources.
Relevant chambers of Commerce to tap small and medium size musical
businesses;
Multi National Marketing organization, to take the New TLD pitch to giant
Musical corporations and musical equipment manufacturing companies.
Prominent Bodies in Music Industry, Celebrity Artists, Renowned
Producers.

7. Speakers Bureau
Ensure visibility in all covered seminars and conferences to build brand
recognition and trust. Designated speakers to elaborate the advantages
and principles of new gTLD.

8. Trade Shows, Tech Conferences, Start Up Fairs, and Internet Industry
Meet Ups.
RegistryX to set an attention demanding booth or kiosk at all relevant trade
shows and conferences in order to build relationships with registrars,
resellers, registrants, entrepreneurs, tech columnists and analysts.

 9. Partner Marketing
RegistryX to invite partners and relevant stakeholders to share and spread
the benefits through online links to drive traffic on RegistryX and registrar
sites, Joint press announcements, Influencers breakfasts, luncheons events
and customer surveys & Site Testimonials.

8. Deal Structure with Go Daddy (Registrars)

Why Go Daddy

Global Footprints and Market leader position of Go Daddy in selling domain

names.
Enjoys first platform of choice and need status globally by businesses
and individuals globally for domain name registration.
Huge scale, Trusted brand Name of Go Daddy.
Partnership can result in building mass scale brand awareness and
securing domain sales target for RegistryX

Expectations from Go Daddy

Promote brand .MUSIC for to meet branding and registration target

through its global outreach and network.
Preferred and default placements On its website, to catch users early in
the process of domain selection and pitch them .MUSIC with its offerings
and ease.
Create an end-to-end delightful customer experience with its umbrella
services ranging from domain name selection to hosting and web
maintenance. Thus equating .MUSIC brand with a delightful experience of
online business set up.

RegistryXs Offerings to Go Daddy

Shared marketing Costs To save millions of dollars, efforts and

responsibilities
Selling Rights for a premium domain extension such as .REGISTRYX and add
to its revenue.
Collective Brand Building by setting terms of cooperation to be featured in
very high traffic and hyped events like a premium rock concert. Example
could be Go Daddys partnership with .CO and marketing in US SuperBowl
event.
Competitive Advantages such as in wholesale pricing.

Mutual Responsibility

Dividing responsibilities for execution of brand awareness and registration

campaigns.
Finalizing Roles and Responsibilities for a registry registrar model in the
areas of marketing communication, guidelines, Dos and Donts, Policy
Making, technological infrastructure and support.
Setting up Measurement Matrices and ensuring success for brand
awareness campaigns and number of registrations.

Mutual Agreement on Terms and Conditions

Milestone rewards on achieving results.

Compensation and Penalties for non-execution of responsibilities by both
parties.
Adherence to brand guidelines

Commercials

In terms of Marketing Budget sharing, commissions for the registry,

Wholesale Pricing etc.

9. Additional Marketing Activities (Besides covered above)

1. The Launch

New TLD to be launched with maximum fanfare and buzz at a high turn up
press covered event.
Designated spokesperson, including the CEO and CMO, to participate in this
launch and unveil benefits, registration benefits, policies, mission and
vision behind the launch of new TLD
The event to be simultaneously cast on web site within great press
attention and thousand tweets on a strategic #zzzzzz (hash tag) with
someone owning the responsibility to make it trend on social media during
the launch and sometime after it.

2. Commissioned Research and analytics

A study to captures customer behavior around new domain-names

Marketing in Tech Arena to demonstrate Domain Leadership. This could be
achieved by hosting series of events aimed at tech community comprising
of developers , bloggers, product managers , designers etc. RegistryX to
sponsor contests and promotions to build hype around .MUSIC
 3. Anticipated Results

Launch, Marketing and PR campaigns to generate millions initial

registration
Ride on this momentum to educate end consumers on new TLD and make
them adopt.
Press coverage to increase manifold and high profile discussion in media on
regular basis will change the attitude for stakeholders to recognize the
future of domain addresses for music industry

4. Measurement & Evaluation
Setting up and maintaining continuous regular & timed measurement
matrices and reporting structures. These to be set on monthly, quarterly or
half yearly basis. RegistryX needs to (but not limited to) continuously
monitor
Registrar and Resellers registration targets.
Regular presence in press.
Consistency of messages delivered across various marketing platforms and
channel of sales.
Attitude, Behavior, Awareness levels of all key stakeholders around the
new TLD.

10. Customer Segmentation

Who all could be interested in buying .Music Domain?

Creators Artists (Vocalists, Bands, Percussionist, drummers) and

Producers
Professionals- Labels & Music Houses, Distributors, Retailers, Music
Aggregators and Discovery Platforms, Tech Start Ups in music industry,
Disco Jockeys (DJ)
Other Related Professions - Music and Sound Engineers, technicians,
Music Attorneys, Educational Institutions, Art Councils, Art Schools,
Ministries of Culture

Customer Segmentation (From Marketing Point of View)

Target Customers are divided in two groups (as per their affinity to
Internet) to decide precise Targeting Methods for penetration.







Non Web or Limited Web Users Web Savvy Users

Identifiers Identifiers

Small towners unaware of Domain names People with smart devices and having
People/businesses having heard of multiple accounts on Internet.
domain names and likely to transition to
They consume good amount of data
the web within 12 months. browsing the Internet and spend
Those who would like Internet access but significant time online day-to-day.
are currently restricted by the existing
Aspirational - A personalized domain
infrastructure. could be a very desirable entity among
Do It for Me behavioral individuals and this group for personal and
businesses who think domain names and professional reasons.
websites are too technical for them to
Significant Number of these might
handle but planning to get help on already have a domain name
building same for there businesses. registered to them and they can be
early adopters of .Music, post
As people increasingly use internet, these migration.
people will develop personal & business
motivation to register domain names. Web-savvy users represent the greatest
opportunity for RegistryX

11. Targeting
TG : 1 Web Savvy Customers
a) Digital Channels b) Offline Channels

1.Co-operative, one-to-one, direct-response 1.Start Up Conclaves

campaign developed in conjunction with 2.Events &
partnering registrars. Conferences
3. Entrepreneurship
2. Aggressive Targeting on all digital channels Summits
4.Print Media & Press
Targeting Content Marketing 5.Trade shows &
Channels Direct Emails and Newsletters Musical summits
Opt-in prospect email 6. Celebrity
Paid Adds Google / FB / Linkedin Endorsements
Search Engine Optimization 7. Musical Concert
Social Media Sponsorship
8. Music and Tech
3. Digital Marketing campaigns to focus on brand Bloggers Outreach
awareness initially and then get ROI tested as per Campaigns
registration numbers. 9. Registrar and
Reseller
4. Email delivers large volumes of cost-efficient communication
clicks and allows for quick output and response. channels.

5. Opt-in Prospect Email: Conduct ROI effective
target marketing via opt-in emails, to ensure
respondents are self-selecting early adopters.

6. Interactive Advertising: Web savvy prospects

forming the most lucrative target segment can be
caught early while in process of gathering
information.. Highly effective and rewarding.

7. Direct Mail: Allows for optimal targeting via list

selection and segmentation. Helps in explanation
of complex offers and selling propositions.
This segment is aware of domain name and its
benefits so messaging could directly
communicate prime differentiators of .MUSIC

Messaging a) Own your music on .Music domain

b) No more copyright and piracy issues
c) Join the community on .MUSIC
d) Rockstars wait for you on .MUSIC
e) Wana be where the party is?

TG: 2 Non Web or Limited Web Customers
RegistryX will develop an awareness campaign primarily through offline
channels to target this entire group.

Offline Channels

Television:

Brand awareness and brand building functions achieved through a low
cost-per-thousand spend and broader reach. Objective should be to
create a high-level mass impact especially among SMBs and individuals
in smaller towns.

Print:

Along with TV, print could be very effective tool in brand building.
Gives a scope for detailed explanation of benefits, Use, Price and
offers.
Targeting
Methods Radio:

Radio builds awareness, especially in emerging markets, through a

broader reach and frequency of message. Its very cost efficient and
allows selective time slot as per stations and time like TV.

Outdoor:

Hoardings and banners. Time-to-Time awareness campaigns and

booths set up. Allows for geographic flexibility preferred medium of
awareness in many underdeveloped countries.

Calls and SMSes

Can be used to talk in details and extend the benefits of domain names
and online presence for budding artists and professionals. Inexpensive
and very effective if there is an access to potential customer database.
This group of users has less affinity and exposure to internet and
messaging needs to be basic and detailed. No Use of Jargons and
simple language focusing on price effective economic gains.

Get your music online just for RS. 1000

Want to reach out to your music fans for just RS 700 a month?
Messaging Want to sell your music online for just RS. 900 a month ? Contact
1800xxxxxxx for detail
Get website for your music and all compositions in 3 days for as
low as RS. 1500. Zero Maintenance needed. Call 1800xxxxxxx

12. Channels of sales and Calendar
1. ICANN accredited and Partnering Registrars globally will be primary sales
point of these domains. Example co-operative marketing with Go Daddy,
Network Solutions.
2. Domain Resellers to be secondary sales channels after partnering with
them directly or through the network of partner registrars, as feasible.
3. Partnership with Domain Registry service providers like SEDO.Com could
be explored on merit of benefits to draw.
4. Partnership with IT service providers and ancillary support businesses in
areas of Web hosting, Web design & development, and website support.
Used to raise awareness and communicate benefits of adopting .MUSIC
domain.
5. Partnering with particular vertical companies. Example Rightsides
partnership with Momentum Event Group. If there is a company that
targets a lot of musicians or attracts significant relevant traffic, then
RegistryX can set up a shop to specifically sell .MUSIC )
6. Partnership with DIY (Do It Yourself) platforms like WIX, WordPress and
other website & Blog set up players to encourage adoption of .MUSIC
domains for businesses and initiatives in related industry
7. Affiliate Referral Program: Design an affiliate referral program in which
musicians tell their musician friends to register the domain for community
and network benefits. Idea is to induce a Network Effect, with some initial
rewards for referrer and referred.
8. Affiliate Partnerships to drive registrations to RegistryX platforms or
partner channels. Can .MUSIC pay people to go door to door to musical
establishments like music schools, Art councils, Musical Events, etc. in their
city and get musicians & practitioner register the domain through band
awareness?
9. Events Sites and Musical shows: Can we explore options to generate
couple of hundred registrations on site particular high traffic events?

Calendar

Phase 1: Market Conditioning

Phase 2: Sunrise Period

Phase 3: Landrush Period

Phase 4: Continue Momentum with General Availability

Phase 1

Condition the market place: Pre-launch period of six to nine months to

condition the marketplace in anticipation of the actual launch. Roll out
intent of co-operative marketing& partnership with global registrars,
resellers, and Build awareness campaigns for the new TLD through mass
scale media. RegistryX will be pro active in winning third-party endorsement
from popular media and analysts.

Phase 2

Sunrise Period This phase will require to create awareness amongst

trademark holders who now qualify to register early domain names. Press
coverage to generate the initial buzz, which will encourage all partnering
registrars to promote new domains in their local markets. Sunrise
applications typically require a registered trademark on the string for which
the applicant applies.

Phase 3

Land Rush Phase in which domain names are available to closed groups,
usually in an auction model through increased prices. These closed groups
typically dont own a trademark and couldnt qualify for sunrise period. No
first come first served guaranteed and auction decides ownership of domain
names.

Phase 4

General Availability - Domain names are now up for grabs by anyone and at
lower prices. All business and individual will be able to register.

12. Competitors Analysis

Biggest competition is from .Com which over 110,000,000 domain name
registration, early launch advantage and decades of growth has become the
first and natural choice within users.

Here is the graph to showing year-to-year growth for .Com, which has
slowed down in last few years.

 Its for the same reasons that a head on war with .com could be by cost,
margins, and efforts be taxing for. MUSIC and our marketing campaign
shouldnt be designed to directly contradict Coms positioning. The
smarter approach could be to build on features, benefits and policies of
.MUSIC thus making audiences themselves try to compare in their minds
and reach our desired conclusions. Our Job could be to align audiences
towards this mental exercise by providing them with facts and
information.
In my opinion .MUSIC doesnt face direct competition from other
RegistryXs registry competitors besides .Com and possibly .CO as every
extension is a new product in itself, if positioned correctly.
The domain name industry in India has grown about 12 percent over the
last three years. Dense population combined with low market
saturation and growing interest in domain names holds promise for
increasing Indias visibility on the domain market Quoted