[UA-discuss] Why should a company adopt IDN

[Mark Svancarek (CELA)]

I’d ask your CEO friend which languages and scripts his target demographic prefers.  In the Russia example below, Cyrillic was greatly preferred.

At Microsoft everyone I know speaks and reads English, no matter where on Earth they are from, and many of their families back “in the old country” are ASCII-capable too.  They have trouble conceiving how unusual they actually are; your CEO friend might be having a similar dissonance.  And “ASCII-capable” doesn’t mean ASCII-loving; I can read Katakana but if you are marketing to me you’d best use ASCII.

From: UA-discuss <ua-discuss-bounces at icann.org> On Behalf Of Don Hollander
Sent: Thursday, August 9, 2018 03:45
To: 'Ashish Modi' <ashishmodi at xgenplus.com>; ua-discuss at icann.org; ua-eai at icann.org
Subject: Re: [UA-discuss] Why should a company adopt IDN

In Russia, the IDN’s have been adopted for visual marketing.  They’ve done some measurement that suggests it takes just 2 second for someone to recognise and remember a Cyrillic domain name, but considerably longer to remember an ASCII address.

Many companies in Russia started out using their IDNs for this purpose, and then redirecting users to their ASCII website.   Since then some have started native Cyrillic web sites.

Don

From: UA-discuss <ua-discuss-bounces at icann.org<mailto:ua-discuss-bounces at icann.org>> On Behalf Of Ashish Modi
Sent: Thursday, 9 August 2018 10:10 PM
To: ua-discuss at icann.org<mailto:ua-discuss at icann.org>; ua-eai at icann.org<mailto:ua-eai at icann.org>
Subject: [UA-discuss] Why should a company adopt IDN

Dear UASG Team,

A CEO of one of the largest Company of India is asking me to give him three compelling reason on "Why Should he Adopt IDNs" while it create difficulties in marketing, communicating, handling and promoting different domains to his clients.

I have made probable answers to this, let me know if you wanna add some points to it.

A) Adopting IDNs will open the door to an extra US$10 Billion Economic Activity by capturing the large size of market who doesn`t know English in India (which he would not like to miss)
B) Deliver a better User Experience (UX), resulting in better customer satisfaction and retention
C) Increase in Indian Languages on Internet is the proof that future is Vernacular and you need to be UA ready in order to accept communication from your clients who are sending emails using IDNs.

Look forward for your views on this.

Regards,
Ashish


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