As CEO of XYZ, Daniel Negari has seen the .XYZ extension become the largest new gTLD domain name extension. According to nTLDStats.com, there are nearly 6.5 million registered .XYZ domain names, and the extension has a 27.79% market share of all registered new gTLD domain names. Daniel’s company also operates other extensions such as .College, .Rent, .Security, .Protection, .Theatre, .Cars, .Car, and .Auto.
There has been a considerable amount of industry talk about the marketing strategies and tactics undertaken by XYZ. For this 5 question interview, I asked Daniel about other topics related to his business and the new gTLD extensions.
If you have questions for Daniel, you are welcome to ask them. Please keep your comments or questions respectful, as I have a low tolerance for rudeness and uncivil discussion when people have been nice enough to participate in an interview like this.
Elliot: What are your goals for .XYZ in the next 3 years and how do you plan to achieve them?
Daniel Negari: .xyz is for every website, everywhere. Our goal has always been to be the go-to domain extension for the next generation of internet users. In other words, .xyz should be the first choice for startups, new businesses, young adults, and people in emerging internet markets who are securing their first domain.
In the first two years of availability, our growth has exceeded even our own expectations. We are currently the #4 most popular generic TLD, after .com, .net, and .org, and we hope to become #2 within the next 3-5 years, if not sooner.
We plan on achieving this by executing on the marketing and awareness strategies we have outlined, which ranges from general domain education, unique guerilla marketing on the biggest stages, hosting our own events, highlighting our favorite use cases in weekly #WebsiteWednesday blog posts, and through our channel of 160+ registrars (and growing).
Elliot: What lessons have you learned (that you can share) in the last 2 years of operating?
Daniel Negari: The mission behind .xyz to help new internet users get online and connect through the Generation XYZ community is a message that has really resonated with our audience all over the world. It’s great to see people embracing .xyz as a clean slate for their online presence.
Also, it takes a lot of money to build a registry. We have made significant investments to market .xyz to end users and through the channel, develop an industry-leading abuse mitigation system to maintain less than 1% abuse at all times, and even just to pay ICANN fees. My bill for Q2 volume from ICANN was 7 figures – I look forward to 8 figure quarterly bills in the future.
Elliot: .XYZ has grown quite big in China. Do you see similar growth elsewhere and what is behind the growth?
Daniel Negari: We knew China was going to be a big market for .xyz, as were other parts of Asia, South America, and Africa. That’s because these are all emerging internet markets, where people are using the internet for the first time ever on a daily basis. They need a memorable, affordable, and global domain for their online presence, and as the ending of the alphabet, .xyz just makes sense to them as the ending for their domain.
As of August 8, .xyz is the #1 new gTLD in 87 countries, and top 3 in another 92. Our global adoption is a testament to the clear value we offer internet users, as well as the effectiveness of our marketing efforts to reach this audience, whether it be through our own campaigns or jointly with our registrar partners.
Elliot: Do the number of UDRP proceedings and trademark registrations concern you, and what are you doing about them?
Daniel Negari: No. There is a relative low amount of cybersquatting and UDRP cases compared to registration volume. We highly discourage cybersquatting and believe in registrant and trademark owner rights.
One thing we do to mitigate risks sometimes associated with trademark infringement is scan our zone for domains that contain trademarks and are being used for phishing or malware. With evidence, we will suspend these domains and report them to the registrar of record.
Elliot: Do you foresee industry consolidation, and do you think XYZ will be a participant?
Daniel Negari: It is already consolidating. XYZ originally applied for three TLDs (.xyz, .College, and .Now). We were awarded .xyz and .College, and have reinvested our money to acquire 4 other TLDs directly (.Rent, .Theatre, .Security, and .Protection) and 3 (.Cars, .Car, and .Auto) in a joint venture. So we are one of the larger consolidators out there, and we’re hungry to acquire more TLDs. If you are a registry operator and want to sell your assets, please contact me.