AusRegistry International unveils new corporate strategy, rebrands to ARI Registry Services.

Adrian Kinderis, CEO: “Our new corporate strategy to host TLD registry infrastructure in the US and Australia places ARI Registry Services in an industry - leading position. To complement this, we have refreshed our brand image to better reflect where we are heading as an organisation.”AusRegistry International evolves into ARI Registry Services—The only Top-Level Domain (TLD) registry services provider to offer new TLD applicants a choice for their registry’s primary geographic location.

In a landmark announcement, AusRegistry International today unveiled a new corporate strategy which will see it deploy TLD registry infrastructure and resources in the United States to become the first ever provider to offer the choice between two ‘primary’ locations for the operation of a Top-Level Domain (TLD) registry.

To complement this dynamic shift, AusRegistry International also announced it will rebrand to ARI Registry Services in a move that supports the continued expansion of the business into global markets.

The strategy, which has been built on the back of a number of recent client wins in the US market, has been developed to position the company as a truly global provider of TLD registry services. The option of infrastructure on US soil confirms the company’s commitment to the global market. This will mean customers choosing ARI Registry Services will now have two options for the location of their registry infrastructure; Australia and the United States.

Adrian Kinderis, CEO of ARI Registry Services, said the announcement marked a milestone for the company.

“This is a milestone we have been working towards for some time and one I believe will deliver great benefits to our clients,” Mr Kinderis said. “We have always based our business on listening to our clients’ needs and ensuring that we are continually responding to their requirements. ARI Registry Services will be the first TLD registry services provider to offer multiple options for primary registry location—namely Australia and the United States. This has important implications for new TLD applicants as it specifically addresses the global reach of the program. It also provides a sound foundation in the United States and a unique point of difference as we edge closer to the opening of the new TLD application window.” Mr Kinderis explained that there is a misguided sentiment in the market that registry performance is significantly affected due to location. However, he explained that this was not a driver for the decision.

Mr Kinderis said there are several reasons why applicants benefit from choosing their TLD registry’s primary location. These include addressing concerns about overzealous governments, privacy and ownership laws, political environments and financial benefits including currency fluctuations. There is also the added peace of mind that comes with having a registry closer to headquarters.

“Recent client wins in the US and our continued investment in our own DNS network clearly show that our Australian based infrastructure can perfectly service the needs of our US and European clients. This is a move to address a gap in the market we have identified.” Mr Kinderis said that while this new corporate strategy was a catalyst for the new ARI Registry Services brand refresh, another reason for the change was to provide some clarity about the often maligned origins of the company in Australia.

“This is an exciting time for the company and the move to ARI Registry Services represents a huge leap forward in the evolution of the company and its positioning,” Mr Kinderis said. “We are the first to admit that the ‘Aus’ reference in our previous name incorrectly positioned us as a smaller, geographically focused organisation, which did create some issues with our plans for global expansion. Despite the fact we have an office and staff in the United States and clients situated in four of the seven continents around the world, there remained some belief that our services were somewhat isolated in Australia. We hope the name change and brand refresh, combined with our new corporate strategy, will help propel us even further into the global market.” Mr Kinderis said: “Our new corporate strategy to host TLD registry infrastructure in the US and Australia places ARI Registry Services in an industry—leading position. To complement this, we have refreshed our brand image to better reflect where we are heading as an organisation.” Mr Kinderis emphasised that the foundation created by AusRegistry International will not be forgotten.

“ARI Registry Services is an evolution of AusRegistry International and the same staff and product offerings will be maintained as the company moves forward with its new corporate image,” Mr Kinderis said.

Both the new corporate strategy and brand refresh for ARI Registry Services are currently being implemented.

It is expected that this entire process will take approximately six months to complete and will be finished in time for the introduction of new TLDs next year.

Mr Kinderis will begin a month long world tour this week to assist in the global launch of the new ARI Registry Services’ corporate strategy. He will attend the GITEX technology conference in Dubai from 6 to 10 October, before moving onto Europe for client meetings. Following this, Mr Kinderis will then visit Africa where he will attend the ICANN conference in Dakar from 23 to 28 October. Following the ICANN conference, Mr Kinderis will return to Australia before departing to the US to attend client meetings in Los Angeles and New York.