18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

The Reliance Group, founded by Sh. Dhirubhai H. Ambani (1932-2002), is the largest private sector enterprise in India. The groupʹs annual revenues are in excess of US$ 58 billion (2010-2011). The flagship company, Reliance Industries Limited, is a Fortune Global 500 company ranked 134, by net revenues, and 119, by net profit, as per Fortune Global 500 list, 2011. The company has interests across multiple sectors including Exploration & Production, Refining and Marketing, Petrochemicals, Organized Retail, Telecom and Financial Services.
Popularly known as Reliance or RIL, the company’s mission is to improve the life of Indians by providing opportunities and products that are cost effective and accessible.
Reliance is forever looking for new ways to protect its brand and make it easier and simpler for people to reach it, and know more about its offerings and the company, be it on the web or by other means of offline communication.
As part of the same efforts, RIL would like to acquire the gTLD .Reliance and use it actively as part of our corporate branding strategy, to make it easier for people to reach us on the Internet. All corporate web sites, including those of different businesses and departments will be housed under the “.RIL” gTLD (also applied for) with mirror second-level domains created under the “.Reliance” gTLD, and all incoming traffic onto “.Reliance” will be directed to its respective mirror second-level domain under “.RIL” gTLD.
Reliance Industries Limited has been an active participant in the development of the Internet in India. It has been credited multiple times with furthering the reach of the Internet in the Indian subcontinent. RIL was amongst the first companies in India to establish a companywide e-mail system in 1996 which extended to over 500 employees and since then has rapidly been accepted and now covers over 22,000 employees. We were also the first company to offer affordable and accessible mobile technology in India. By using the power of CDMA mobile technology, we enabled every mobile hand-set to act as a model and enabled Indians to connect to the Internet anywhere, anytime.
Currently, RIL owns the web site “www.ril.com” and over 1100 domain names which we use, to protect our brand name in the web arena. We also have a strong legal team whose primary objective is to track our IP infringements and ensure that proper course of action is taken to prevent the same.
By acquiring “.Reliance” gTLD, RIL plans to move its entire corporate web site and that of other businesses under the “.Reliance” gTLD acting as a pseudo placeholder which will redirect traffic to the “.RIL” gTLD (also applied for). This will offer multiple benefits to the company, the Internet community and the visitors, such as:
• Reduced navigational errors by directly reaching the intended Reliance Industries Limited web site
• Enhanced security and peace of mind which comes with the assurance that all web sites under RIL are offered and managed by one of India’s most reputed organizations
• Improved visibility of the “Reliance Industries Limited’ brand to the consumer in a cluttered second level domain arena
• Better and clear structuring of information relating to different subsidiaries of RIL by allocating a suitable second level domain name
• Clearly differentiating us and our web presence from other companies which use Reliance as part of their brand identity
• Efficient brand and domain name protection
• Intuitive Internet navigation (www.petroleum.reliance, www.digital.reliance, www. fresh.reliance etc.)
• Active prevention against cybersquatting⁄ phishing related activities
• Reduced Search Engine Marketing⁄ Optimization cost
• Indicate first mover advantage to the community
• Own and be an active participant in the development of the Internet in India and the world
• Increase brand value by aligning a valuable asset such as this gTLD with the brand

RIL will also have a direct control over the second level domain names and will be able to use the ones that are most appropriate for the web sites and the businesses they represent.
The ability to choose a preferred second level domain has direct impact on the marketing strategy and the customer experience. The marketing strategy is largely dependent on brand recall and driving customers to the preferred destination, which in this case is the particular web site. By having a URL that is relevant and is truly representative of the information and the products on the web site, there is a higher chance of the customer being satisfied with the web experience and returning again. With social media being one of the biggest marketing tools, a positive customer experience goes a long way in establishing loyal following and attracting new customers.
The decision to apply for “.Reliance” gTLD was made by our Chairman and senior members of the company with inputs from all the departments across the different businesses. With buy-in from across the business, and the potential of the opportunity it comes as no surprise that all the departments have plans to utilize the “.Reliance” gTLD for their businesses and departments.
We anticipate that as the gTLD becomes popular within the organization and the value of the same is clearly proven, the requests for second level domains will increase.
It is estimated that in the first year we will issue and use up to 200 second level domains for our different businesses and departments such as www.retail.relaince, www.petroleum.reliance, www.polymers.reliance and so on. This number will increase to 400 second-level domains in the second year and in the third-year around 600 second-level domains will be live. By the fourth-year around 700 domains will be live and in the fifth-year around 800 second-level domains will be active under “.Reliance” gTLD.
In the first-year, priority will be provided to the existing domain addresses which exist in RIL. All RIL web sites, including those of corporate and other RIL businesses will be brought under the new “Reliance” gTLD. In the subsequent years, other existing domains and new domains of RIL and its subsidiaries will also be brought under the new “.Reliance” gTLD.

In an effort to bring high speed broadband Internet access to millions of Indians at affordable costs RIL has acquired a pan India 4G license by investing $ 2.8 billion USD in the government’s license auction process. The services will be launched on a pan India basis and bring Internet access to millions of Indians and to most of them, for the first time. With more than 110 million Internet users, and a projected year-on-year growth of 30%, India is expected to supersede USA as the second largest Internet user base in the world by 2018. This phenomenal growth is difficult to achieve by using traditional means of communication such as copper wire⁄fibre because of India’s large geographical topology. Thus wireless technology such as 4G⁄LTE is best solution and RIL is best poised to lead India on this journey and emerge as a digital power house.
With the huge potential in India that is ripe for the new age of technology and is looking for new ways to compete with the developed markets on every platform, this broadband Internet access will make it easier and accessible for everyone to do transactions, find information, enjoy entertainment and live a digital life.
RIL wants to be front and centre when this new wave of early adopters hits the market and be the preferred destination for all their digital needs. The new gTLD program will go a long way in helping RIL achieve its mission and provide users with an exceptional customer experience across all its offerings.

Similar gTLD applications: (229)