The move to a shorter and simpler .com domain is associated with Vkontakte's efforts to expand their global reach. As Ilja Perekopskij, Vice-President of Vkontakte, told Forbes, international expansion (starting from Europe) is one of the company's key strategic goals for 2011. Vk.com is shorter, simpler and easier to remember for foreigners claimed Pavel Durov, founder and CEO. Vkontakte's revenue and user metrics are looking really good so far. According to Ilja Perekopskij, in 2010 the company's turnover was $98.3M, $44.76 of which came from advertising. Now their monthly revenue is $8-9M, 60% of which comes from advertising, 30% from applications and 10% from other services. By the end of the year Vkontakte plans to increase their revenue by 70%-100% compared to last year.