Go Daddy 2015 Annual Report Download - page 15

Table of Contents
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.
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