Go Daddy 2015 Annual Report Download - page 139

Table of Contents
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markets outside of the United States in 2012 and, as of December 31, 2015, we offered localized products and
Customer Care in 37 countries, 44 currencies and 17 languages. To support our international growth, we will
continue investing to develop our local capabilities across products, marketing programs, data centers and Customer
Care.
• Partner up. Our flexible platform also enables us to acquire companies and quickly launch new products for our
customers, including the launch of a series of partnerships ranging from Microsoft Office 365 for email to PayPal
for payments. We have also acquired companies and technologies to complement our product offerings. We intend to
continue identifying technology acquisition targets and partnership opportunities that add value for our customers.
• Make it personal. We seek to leverage data and insights to personalize the product and Customer Care experiences
of our customers as well as tailor our solutions and marketing efforts to each of our customer groups. We are
constantly seeking to improve our website, marketing programs and Customer Care to intelligently reflect where
customers are in their lifecycle and identify their specific product needs. We intend to continue investing in our
technology and data platforms to further enable our personalization efforts.
• Wrap it with Care. We believe our highly-rated Customer Care team is distinctive and essential to the lifetime
value proposition we offer our customers. We continue to invest in our Customer Care team, including investing to
improve the quality of our Customer Care resources as well as to introduce improved tools and processes across our
expanding global footprint.
Products
We have designed and developed an extensive set of easy to use, cloud-based technology products enabling our customers to
establish a digital presence, connect with their customers and manage their business operations. We understand our customers’
needs vary depending on the type and stage of their venture, which is why we offer our products both independently and bundled
as suites of integrated products designed for specific activities.
Our domain name registration product enables us to engage customers at the initial stage of establishing a digital identity
and acts as an on-ramp for our hosting, presence and business application products. We believe our hosting, presence and business
application products increase our revenue and margin growth opportunities, frequently serve as starting points for our customer
relationships, improve customer retention and significantly improve our value proposition to customers.
Domains
We are the global market leader in domain name registration. Securing a domain is a necessary first step to creating a digital
identity and our domain products often serve as the starting point in our customer relationships. As of December 31, 2015, more
than 93% of our customers had purchased a domain from us, and as of December 31, 2015, we had approximately
62 million domains under management. In 2015, 2014 and 2013, we generated approximately 52%, 55% and 59% of our total
revenue, respectively, from sales of our domain products.
Our primary domains product offerings are:
Primary Registrations. Using our website or mobile application, we offer customers the ability to search for and register
available domain names, or primary registrations, with the relevant registry. Our inventory for primary registrations is defined by
the number of TLDs we offer. As of December 31, 2015, 367 different gTLDs, such as .com, .net and .org, and 50 different
ccTLDs, such as .de, .ca, .in and .jp. were available for purchase through our primary registration product. New gTLDs launched
in 2013 include names geared toward professions (e.g. .photography), personal interests (e.g. .guru), and geographies
(e.g. .london, .nyc and .vegas) and are just plain fun (e.g. .ninja). As of December 31, 2015, 357 new gTLD offerings were
available for purchase through our primary registration product. These new gTLDs make it easier for companies and individuals
to find and register new, easy-to-remember domain names tailored to their business, industry or interests that may not have been
available in the relatively crowded, traditional gTLDs such as .com. ccTLDs are important to our international expansion efforts
as we have found international customers often prefer the ccTLD for the country or geographic market in which they operate. Our
primary registration offering relies heavily on our search, discovery and recommendation tools which enable our customers to
find a name matching their needs.