The Public Interest Registry has announced changes to the way they deal with registrars. The changes impact on the discounts, rebates and marketing products offered by the registry.
The changes were announced in a post on the PIR blog by Interim President and CEO Jay Daley. The first change is that PIR, the registry for .org and .ngo top level domains among others, won’t be offering any further volume discounts when the current agreements expire. While volume discounts are a long-established product offered by many registries, they clearly favour larger registrars as only the larger registrars can reach the volumes necessary to qualify for the discount. We don’t think this is fair and we want all our products in future to be equally accessible to registrars of all sizes.
The second change is that they’re going to measure the success of their products on more key performance indicators than just the number of creates they produce. For a start PIR is going to be looking at the overall revenue of a product – does it cost more to offer the product than the additional revenue we get from it? Then they’re going to look at the quality of the new registrations generic generated – do they have a higher incidence of technical abuse such as malware or phishing? They’re also going to look at whether there is a positive impact on our brand attributes and how registrars and registrants perceive them.
Measuring brand in this way means two things the post notes. It signals a shift from a sales-led organisation to a marketing-led organisation so they can focus on strengthening the core characteristics of .org, such as trust. It also means that they’ll need to conduct more registrar and registrant surveys to help understand and measure the impact of their products and they will need registrar cooperation to achieve that.
The third change is that in future PIR will no longer offer products where they take all the risk and will instead ask for the risk to be shared along with the reward. Registrars and registries are becoming increasingly sophisticated in the use of data and together can design products where both have confidence in the outcome.
Daley writes PIR thinks these changes and their new approach are better suited to developing strong partnerships with registrars and generating quality, sustainable growth. He says they may see a dip in headline numbers as this strategy is put in place, but from the actions taken so far in cutting back the target market discount, the loss of income from the drop in creates is more than compensated for by the saving in expenditure.
To support all these changes PIR has invested heavily in their channel services team with three new hirings, Rick Terry, Scott McBreen and Gianni Ponzi, who join Senior Director Inma del Rosal Mendez. These new members of the team have extensive experience in our industry with long stints working for registrars and they are looking forward to building strong partnerships with .org registrars.