Go Daddy 2015 Annual Report Download - page 137

Table of Contents
9
platform, enable our customers to get found online by extending their website and its content to where they need to
be, from search engine results (e.g. Google) to social media (e.g. Facebook) to vertical marketplaces (e.g. Yelp and
FourSquare), all from one location. For more technically-sophisticated web designers, developers and customers, we
provide high-performance, flexible hosting and security products that can be used with a variety of open source
design tools. We design these solutions to be easy to use, effective, reliable, flexible and a great value.
• Add back-office and marketing products. Our customers want to spend their time on what matters most to them,
selling their products or services or helping their customers do the same. We provide them with productivity tools
such as domain-specific email, online storage, invoicing and payment solutions to help run their ventures as well as
robust marketing products, such as email marketing, to attract and retain customers.
• Use our products together in a solution that grows with our customers over time. Our API-driven technology
platform is built on state-of-the-art, open source technologies like Hadoop, OpenStack and other large-scale,
distributed systems. Simply put, we believe our products work well together and are more valuable and easier to use
together than if our customers purchased these products individually from other companies and tried to integrate
them. Additionally, our platform allows our developers to innovate new and enhanced products or product features
assembled from common building blocks leading to faster deployment cycles.
• Receive assistance from our highly-rated Customer Care team. Our Customer Care team consists of more than
3,800 specialists who are available 24/7/365 and are capable of providing care to customers with different levels of
technical sophistication. Our specialists are evaluated on customer outcomes and the quality of the experience they
provide, not other common measures like handle time and cost per call. We strive to provide high-quality,
personalized care and deliver a distinctive experience helping us create loyal customers who renew their
subscriptions, purchase additional products and refer their family and friends to us.
• Utilize a reliable, secure, global technology platform and infrastructure. In 2015, we handled on average more
than 15.2 billion DNS queries per day and hosted approximately 10 million websites on servers located throughout
our worldwide data centers. We focus on online security, customer privacy and reliable infrastructure to address the
evolving needs of our customers.
• Receive high value. We price most of our products at a few dollars per month while providing our customers with
robust features and functionality. We believe our high-quality products and personalized Customer Care provide our
customers with an affordable bridge between their available resources and their aspirations.
Our Advantages—Why We Win
We believe the following strengths provide us with competitive advantages in realizing the potential of our opportunity:
• We are the leading domain name marketplace, a key on-ramp in establishing a digital identity. We are the
global market leader in domain name registration. According to VeriSign’s Domain Name Industry Brief, we held
over 20% of the more than 299 million worldwide domain names under management as of September 30, 2015. As
of December 31, 2015, we had approximately 62 million domains under management.
• We combine an integrated cloud-technology platform with rich data science. At our core, we are a product and
technology company. As of December 31, 2015, we had 811 engineers, 164 issued patents and 211 pending patent
applications in the United States. Our investment in technology and development and our data science capabilities
enable us to innovate and deliver a personalized experience to our customers.
• We operate an industry-leading Customer Care team that also drives bookings. We give our customers much
more than typical customer support. Our team is unique, blending personalized Customer Care with the ability to
evaluate our customers’ needs, which allows us to help and advise them as well as drive incremental bookings for
our business. Our Customer Care team contributed approximately 24% of our total bookings in 2015. Our customers
respond to our personalized approach with high marks for customer satisfaction. Our proactive Customer Care
model is a key component helping create a long-term customer relationship, which is reflected in our high retention
rates.
• Our brand and marketing efficiency. We believe GoDaddy is one of the most recognized technology brands in the
United States. Through a combination of cost-effective direct-marketing, brand advertising and customer referrals,