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.CO Internet S.A.S.

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Revision as of 16:46, 4 October 2011 by Andrew (talk | contribs) (→Launch)
Type: Private
Industry: Domain Administration
Founded: 2009
Ownership: Arcelandia S.A, and Neustar Inc.
Headquarters: 701 Brickell Ave.
Suite 860
Miami, FL, USA 33131

World Trade Center
Calle 100 No. 8 A - 49
Torre B of. 507
Bogotá, Colombia
Website: .cointernet
Facebook: .co on Facebook
Twitter: @dotCO
Key People
Juan Diego Calle, CEO

Eduardo Santoyo, Corporate VP
Nicolai Bezsonoff, COO
Crystal Peterson, Sr. Manager
Lori Anne Wardi, Director
Jose Rasco, Managing Director of Straat Investments

.CO Internet S.A.S. is a company formed by Arcelandia S.A., a Colombian company, and the U.S. company Neustar Inc., for the purpose of developing and operating the .co Internet registry; it is responsible for the promotion, administration, and technical operation of the .co TLD.[1]

While .co was originally the ccTLD of Colombia, .CO Internet was created to facilitate .co becoming a gTLD; since July, 2010 it has been available to the general public outside of Colombia.[2]

.Co Internet has decided to work with only a dozen registrars in its first year.[3] In its first 6 months (July-January 2010), some 600,000 .co domain names were registered;[4] GoDaddy has registered about 250,000 of those.[5] The company has also partnered with Deloitte in order to ensure that brand owner's rights were respected throughout the registration process.[6]

.co's History[edit | edit source]

In 1991 .co was recognized as Colombia's ccTLD by IANA. Around a decade later the Universidad de los Andes, the official registrar of .co, began to research the benefits of broadening the availability of .co for commercial purposes. This began a long back-and-forth between the University, the Colombian Ministry of Telecommunication, and ICANN. Finally, in August of 2009, the Ministry announced that it had been awarded oversight of .co as an expanded gTLD.[7]

Open ccTLD[edit | edit source]

The decision to make .co an open ccTLD took a decade, with .co Internet becoming involved in 2006. .co Internet have always stressed the expansion of the national .co brand as a strong entry point for Colombia into the international Internet, although it has quickly moved beyond national recognition. In a poll 80% of people considering registering domains thought that .co was short for "company", and only 3% thought that it was Colombia's ccTLD.[8] They have successfully marketed .co as a valuable national asset to the Colombian government, and the ideal new international extension for the international Internet community.[9][10]

Both .co Internet's founder and CEO, Juan Diego Calle, and Colombia's president, Juan Manuel Santos, addressed the 39th ICANN meeting in Cartagena, Colombia. President Santos announced plans for a $2.8 billion dollar initiative to improve the nation's Internet infrastructure and quadruple the number of Internet connections. This new policy seems to be encouraged in large part thanks to the success of .co as an open ccTLD.[11]

Hype[edit | edit source]

.co's Popularity in Context[edit | edit source]

.co is expected by many to be one of the most successful new gTLDs. Its similarity to .com is referenced as one reason, while its association with the words "company", "corporation", and "commerce" in many languages is another. .co's CEO, Juan Diego Calle, notes that unlike other gTLDs, .co is not marketed directly at a niche market. So, unlike .mobi, .biz, and .info, it is both globally recognizable and versatile.[12]

Furthermore, "co" is already being used to designate "company" within third-level TLD extensions for ccTLDs; that is, .co.uk is already a recognizable brand for companies within the United Kingdom. Thus, much of the branding effort was done before .co Internet took the extension to the open market.[13]

Publicity[edit | edit source]

The excitement surrounding the general availability of .co has been demonstrated in a number of ways. GoDaddy was reported to be preparing to specifically push its .co domains through its advertisements, with particular hype surrounding its role in GoDaddy's notorious Super Bowl ads.[14] Indeed, GoDaddy's 2011 Super Bowl ad was billed to be the unvieling of the new ".co girl";[15] the ad later surprised audiences by featuring the not-so-girly, Joan Rivers, as the .co spokeswoman.[16]

.co ran a "Create Your Opportunity" campaign with a $50,000 USD prize to the individual or company with the best business plan utilizing a .co extension.[17] The winner was RentCycle.[18]

Famous Registrants[edit | edit source]

It was widely reported when a one-letter .co domain name, www.e.co, was sold for $81,000 by Sedo. The domain auction benefited charity and was won by Lonnie Borck of B52 Media, and Uri Kerbel from Bookmarks.com.[19]The sale was held as a charity benefit.[20]

Twitter has also made news for using a one-word domain, t.co, to provide additional services to its customers.[21]

Overstock.com has begun to use "O.co" for all of its international branding purposes, and featuring the new URL in TV advertisements.[22] It was reported that Overstock.com spent some $350,000 on "O.co" and other related URLs.[23]

There has been a significant amount of interest surrounding the sale of the "i.co" domain.[24]

Google has been using its .co, g.co, as an internal link shortener. It apparently paid 7 figures for the domain, which it acquired in July, 2011. The first reported uses of the g.co shortener was for internal links within its Google Maps features; they hope the new space will assure customers of the safety and security of their links.[25]

Launch[edit | edit source]

Soon after its launch is was reported that about 98% of .co registrants only bought 1-2 domains; 1% bought less than 10, while another 1% registered over 11. This was encouraging to the .co team as they had strove to excite real end-users about the potential of .co rather than play into the hands of the domain speculators.[26]

Timeline[edit | edit source]

  • In 1 minute some 8,000 .co domains were registered.
  • In 22 minutes some 100,000 .co domains were registered.
  • In 1 day some 233,000 .co domains were registered.
  • In 2 days some 280,000 .co domains were registered.
  • In 1 week some 336,160 .co domains were registered.
  • In 1 month some 444,977 .co domains were registered.[27]

Pricing[edit | edit source]

.co Internet has received some criticism for its higher pricing strategy. Their CEO has noted that they are trying to attracted dedicated entrepreneurs and businesses that will actually develop the site as opposed to buy many cheaply priced domains and not develop them. They have stressed that they are trying to keep the quality of the .co brand high as opposed to registering extraordinary numbers of domains.[28]

Auctions[edit | edit source]

.co held a number of different specialized auctions to sell its premium domains, its auction services provider was Pool.com.[29]

Awards and Recognition[edit | edit source]

In April, 2011, it was announced that .co Internet's CEO, Juan Diego Calle, was named top technology executive of the year by the Miami Department of Commerce's "Technology Leaders of the Year Awards."[30]

References[edit | edit source]

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