Today International Domain Names are getting more attention than at any other time since they were introduced into the Domain Name System in 2000, but they still have a long path to general adoption. IDNs are far from being ubiquitous and trusted. Verisign, as a registry operator and manager of over 1M IDNs, plays a small part in this ecosystem comprised by not only registries, but developers, content creators, policy and standard making bodies who are all attempting to further internationalize, or locally localize, the identifiers on the Internet. Therefore, we intend to highlight some of the challenges we have found through our experience as a registry operator and encourage all players to make IDNs a ubiquitous and trusted product for the multilingual web.