Matt Overman(SVP): Senior Vice President of Donuts，Matt led Rightside’s monetization and premium domain sales business. Matt previously served as General Manager of NameJet, establishing it as the premier auction marketplace in the domain name industry.
Hongsheng Wu(Well known as Bra in domain industry), General Manager of Tencent Cloud SMB Product Center, Founder of DNSPod, Inc., Founder of Yangcong.com, expert in cybersecurity, domain and DNS, well-known personal webmaster, alumni of China Europe International Business School.
Hongsheng Wu：Can you describe about Donuts?
Matt Overman：Donuts is the registry operator of the world’s largest portfolio of new top-level domains. We aim to simplify and connect a fragmented online world with domain names and related technologies that allow people and businesses to build, market and own their digital identities. We have 27 new top-level domain names approved by China’s Ministry of Industry and Information Technology, which is the most of any registry. We plan to have more approved in 2020.
Matt Overman：我是Matt Overman，现任Donuts销售高级副总裁。我2005年加入域名行业，为一家专注于域名收购的公司工作。我在Donuts收购Rightside注册局时，加入Donuts。在此之前，我的工作涉及域名行业很多领域，从域名收购到域名销售，再到域名停放，还有运营平台NameJet。
Hongsheng Wu：Please introduce yourself. And how did you enter the domain name industry?
Matt Overman：My name is Matt Overman and I am currently the Senior Vice President of Sales at Donuts. I joined the domain industry in 2005, working for a company that was focused on domain name acquisitions. I joined Donuts when they acquired Rightside Registry in 2017. Before that, I had jobs ranging from domain acquisitions to domain sales to domain parking, as well as running the domain name auction platform NameJet.
If I was entering the industry today, I would definitely join DNAcademy.com. Michael Cyger does a great job educating new domain investors on the value of domain names and tricks for effectively buying and selling domains.
Hongsheng Wu：What other TLDs you like most beside “.com”?
Matt Overman：.LIVE and .GAMES are my two favorite TLDs. Both TLDs are very popular within the gaming community and have a lot of potential as online gaming grows more and more mainstream. I believe that the industry is still in it’s very early days and that all forms of live video content will continue to grow, led by gaming.
Hongsheng Wu：Do you have any memorable domain name stories to share?
Matt Overman：Two recent stories that I find interesting are:
The largest blockchain-based streaming platform in the world, Dlive, just acquired D.live to use in linking to their user profile pages. Dlive is used for gaming live streams all over the world, including by the largest Youtube star PewDiePie.
The founders of Instagram started a Covid-19 informational site using the valuable letter-letter .LIVE domain, RT.live. .LIVE continues to be Donuts largest TLD and still one of our fastest growing.
Hongsheng Wu：As we all know, China’s domain name industry has experienced ups and downs, and it is a very special market worldwide. How do you view the development of the Chinese domain name market in the past decade, in your personal perspective?
Matt Overman：The Chinese market has been very unique and interesting to follow and participate in over the past decade. It has also been very important to the development of the global domain name market. Demand for shorter domains (LL, NN, LLL, NNN) and numeric domains in general grew significantly, based on both Chinese investment behavior as well as domain name choices made by large Chinese companies.
The declines in Chinese domain market since 2017 have shifted some of the attention away but it hasn’t made it a less important part of the global domain market. There is now more emphasis on domains being sold to and used by SMBs and enterprises and not just as an asset or store of value. I think the Chinese market will continue to grow and in the long term, be a healthier domain market.
Hongsheng Wu：The domain name you like or you plan to use has already been registered. How do registrants should handle this issue?
Matt Overman：If the desired domain is taken and the registrant is unwilling to consider another option, there are many great buy services and brokers available to assist with acquiring the domain of choice.
Matt Overman ：Donuts专注于将高质量的顶级域名后缀带到中国市场，这样用户就可以继续为自己或业务需求找到最佳的域名。.Ltd一直是中国市场上最成功的顶级域名，因为它几乎适用于所有的企业，无论大小。Donuts通过各种各样的活动支持众多的投资者和企业，如：1.定期搜索收集域名应用案例，通过Donuts官方微信公众号和注册商媒体渠道进行宣传和传播；2.与供应商合作组织活动，包括获奖主题活动、抽奖和捆绑应用服务；3.与注册商合作，策划针对特定客户群体的定制促销活动。
Hongsheng Wu：How to attract more users to use domain names offered by Donuts among hundreds of TLDs? Why has .Ltd become the focus of attention, and what efforts you have done about it?
Matt Overman：Donuts is focused on bringing quality TLDs to the Chinese market so that users can continue to find the best domain name for their individual or business needs. .LTD has been the most successful TLD in the Chinese market because it applies to almost every business, small or large. Donuts supports the many investors and businesses that have embraced .LTD through various activities like 1. regularly search and collect domain name application cases to publicize and disseminate through Donuts’ official WeChat account and registrar’s media channels; 2. In conjunction with providers, organize events that include prize winning theme activities, lucky draws and bundle application services and 3. cooperate with registrars to curate custom promotions to target specific customer segments.
Hongsheng Wu：In recent years, with the development of mobile Internet and mobile payment through QR code, there is an opinion in China that the investment value in domain name will return to Zero. What do you think about this opinion? Do you support this view?
Matt Overman：I do not agree with this thinking at all. QR codes work well for offers, quick access to information and now payments…but QR codes are still primarily limited to mobile device use. Mobile Internet is the solution to users’ quick response needed on their mobile phones, and since Internet becomes a global concept nowadays, mobile Internet is just one part of them. Domains on the other hand, have the advantage of more global reach and of building a destination for users. Domains can be used effectively for marketing campaigns, providing users not only with the information they are seeking but also providing the user with a brand they will remember. Domains are also the foundation for websites, company branding, custom email addresses and more.
Even with platforms like Facebook or WeChat, individuals and businesses still need their own web presence where the branding and user experience is not controlled by another company.
Domains are assets that can be sold and traded. The fact that they store value makes them very different from QR codes. So while QR codes serve an important purpose for marketing campaigns targeting mobile users, they can never replace domain names.
Hongsheng Wu：How do you feel about working with Tencent Cloud, do you have any suggestions for better cooperation in the future?
Matt Overman：Tencent cloud is a massive Internet cloud service provider and has proven for many years that it provides high quality products. It provides developers and enterprises with cloud services, data and other integrated one-stop solutions. Their experience in cloud services focused on enterprise customers is exactly the type of established partner that Donuts needs to grow in China. We are optimistic about cooperating with Tencent cloud hope that our TLDs can be more deeply recognized and utilized by enterprises through Tencent cloud.
Hongsheng Wu：Do you have any suggestions for investment in domain name business in 2020?
Matt Overman：Focus on the quality of the individual domain and less on a particular TLD, as DUM counts do not tell the full story. Invest in quality keyword combinations and short (L, N, LL, NN) domains.