gTLD	Full Legal Name	E-mail suffix	Detail
.mtn	MTN Dubai Limited	mtn.co.za	View

GOALS OF THE .MTN TLD:

The core goals of the .mtn TLD are as follows:

REPUTATIONAL GOALS

1 CREATE AN AUTHORITATIVE TLD

A goal of the .mtn TLD is to develop the reputation of domain names within the .mtn TLD as authoritative points of reference for the MTN brand online, which customers and Internet users will intuitively navigate to and trust.

Operated and controlled exclusively by MTN (Dubai) Limited, the .mtn TLD will leverage the power of the MTN brand to promote .mtn domain names as the single point of reference for the wider MTN brand online. Thus, the .mtn TLD will reduce confusion for Internet users and reduce the likelihood for harm by interacting with online entities that falsely and misleadingly purport to either represent the brand, or in some cases, even impersonate the brand online. Due to the very nature of the telecommunications industry, this is always a prevalent threat. The .mtn TLD will assure users that the content of .mtn domain names is authoritative, genuine and legitimate.

MTN (Dubai) Limited will ensure that the content of the .mtn namespace conforms to its usual terms of use and registration pertaining to Internet policies.

This goal to be the authoritative TLD will be achieved by ensuring all content and registrations are tightly controlled and strictly authorised by MTN (Dubai) Limited immediately upon creation of the TLD.

A benefit for MTN (Dubai) Limited will be the strengthening of the MTN brand via the provision of an authoritative and coherent brand information channel. An additional benefit is the reduction in the risk that consumers may be misled by unauthorised or infringing content within other TLDs. Having this authoritative TLD will create an Internet ‘lighthouse’ that clearly displays to customers and Internet users without doubt that these websites are approved and controlled by the MTN brand.

Such an authoritative TLD could potentially deliver financial benefits to the company by reducing the need for Search Engine Optimisation (SEO) costs, due to marketing and labour not being required to be devoted to this activity. In addition, costs incurred by maintaining a portfolio of defensive domain name registrations within other TLDs and ccTLDs in order to protect the brand and internet users will, over time, be reduced as they become unnecessary.

Consumers will benefit from having certainty that all content on .mtn websites can be trusted, is authorised and company-approved. Users of .mtn domain names will be able to access, within a single TLD, information about the MTN brand, its products, services and affiliates - as designated by clear, logical domain names. The added confidence inherent in MTN (Dubai) Limited being the only possible registrant will ensure a direct and trusted line of communication between customers and the MTN brand. Internet users can also be assured that any information they access through the .mtn TLD is legitimate and supported by the reputation of the brand.

The TLD can also benefit the wider Internet and online communities by generating trust around the reputability of content. It is in the interest of the MTN brand to ensure that the .mtn TLD remains true to its mission and purpose.

Surveys will be conducted by MTN (Dubai) Limited to assess site users’ experience, alongside assessment of the authority and suitability of the information that the .mtn TLD conveys.

The authoritative goal of the TLD will be considered achieved when the majority of survey responses in a reporting cycle reveal a positive and trusting experience in using .mtn websites.

2 BUILDING THE MTN BRAND

Following the introduction of the .mtn TLD, efforts will shift to focusing on transferring the brand reputation of the existing domain names to the .mtn TLD in the marketplace, while promoting the additional benefits the TLD provides. This will serve to expand the overall attractiveness of the brand to customers and Internet users. External marketing campaigns will begin to promote the .mtn TLD and drive traffic to websites within the .mtn TLD only.

Brand building will be achieved through the organic usage and gradual replacement of the existing domain name portfolio in marketing campaigns, with the .mtn TLD to be incorporated over time into all new global and directed marketing. Once established, the TLD’s reputation will then serve as a springboard for efforts to promote the use of the TLD, facilitating the mission⁄purpose of the TLD.

The promotion of .mtn TLD-based websites will also provide an efficient marketing model that encompasses both brand and product. This is a more efficient marketing approach than that currently employed - the usage of existing TLD’s which are neither brand nor product-specific. The benefit to the MTN brand will be in the enablement of internal departments to register, via an ICANN accredited Registrar, brand and product-supportive domain names. The MTN brand will be able to use these registrations to represent product lines and strategic initiatives in support of MTN brand core strategy and the mission⁄purpose of the .mtn TLD. The company will also benefit from maintaining a more marketable online identity.

A website hosted within the .mtn TLD will assure Internet users that they are accessing authoritative and reliable MTN brand, product or company information. As such, it is anticipated that more traffic will be directed to MTN brand sites and away from unreliable and illegitimate websites purporting to provide information relating to the MTN brand.

Surveys will be conducted to measure the impact of the introduction of the .mtn TLD against the existing domain name portfolio. Visit metrics will be utilised to measure the volume of traffic on .mtn websites and subsequently compared to existing data of the current domain name portfolio.

3 CONTROL

Having the .mtn TLD in the control of MTN (Dubai) Limited is another goal. This goal of control will be achieved when the TLD is delegated for use by ICANN and the company’s internal policies are in place to manage the registration of domain names. This creates numerous benefits to the company, consumers and the wider Internet community.

In addition to the aforementioned statements concerning trust and genuine content, MTN (Dubai) Limited sees additional benefits such as:

Adaptability

As the Registry Operator, MTN (Dubai) Limited will benefit from having ultimate control of the TLD and the policy that underpins it. This will enable policy development that serves the mission and purpose of the domain, but at the same time, allow it to be dynamic over time to support the future direction of the business on the Internet.

Being in control of the TLD gives MTN (Dubai) Limited the comfort of knowing any future products or services will have a dedicated TLD in which to reside. It allows the company a platform from which to innovate or adapt to any changes in Internet policy or best practice. Being in control of the TLD also gives the MTN brand the ability to change direction and approach quickly, and in line with the company’s current and future goals.

Availability

Being in control of the TLD will enable MTN (Dubai) Limited to register domain names without needing to compete within other TLDs and ccTLDs for domain names. This will benefit the company by allowing key marketing campaigns to be undertaken which will be promoted with shorter domain names that are easier to remember. Thus consumers and Internet users will be able to intuitively navigate and find relevant domain names – which can be trusted as authoritative from the MTN brand.

The benefits to consumers will be similar to those mentioned above. As also mentioned above, surveys will be used to measure user experience and determine that the goal of control has been met.

4 LEADERSHIP

The leadership goal is to promote and further identify the MTN brand as a leader in innovation and online content in the telecommunications industry.

By securing the .mtn TLD, MTN (Dubai) Limited creates a platform by which the company can lead innovation within the telecommunications industry via online content, marketing initiatives and delivery.

Success will be achieved by tightly integrating existing MTN branded content about the company, as well as current, new and forthcoming products, while using the TLD as an innovative marketing and communications tool and actively involving itself in adding to the development of the Internet. As Internet usage evolves and new TLDs emerge, it is the MTN brand’s goal to be a leader in this new era of Internet development.

An additional benefit to the MTN brand will be in furthering its existing reputation as a global leader of the telecommunications industry. This will serve to enhance the MTN brand as a whole.

The leadership goal will be measured by survey results relating to the perception of the MTN brand in terms of industry leadership.

SERVICE LEVEL-RELATED GOALS

5 A CENTRALISED LOCATION FOR MTN BRAND CONTENT AND INFORMATION

A goal of the .mtn TLD is to have accessible and easily locatable information freely available online. Clients and affiliates, both prospective and existing, require readily available and easily-accessible information about MTN-branded products. The .mtn TLD will facilitate this by offering a centralised location for all MTN products and information pertaining to the brand. As previously stated, this will also be authoritative and governed by MTN (Dubai) Limited.

The MTN brand will benefit from having a cohesive and dedicated online space that will serve as a digital hub for all brand-related activities on the Internet. This will support the diverse global approach that the MTN brand utilises in its operations and serve as a basis for its corporate operations. As previously stated, this will potentially reduce the costs of SEO and reduce company-related expenditure on marketing as a whole.

The consumer will benefit from the naming conventions employed in the .mtn TLD (for example, voice.mtn or business.mtn); enabling a better user experience for online consumers searching for products and information, while also reducing confusion. The .mtn TLD provides for intuitive navigation which, coupled with the introduction of other TLDs, will enhance the overall navigability of the Internet.

Surveys will be conducted to assess the experience of a site user and the ease of accessing .mtn TLD websites. Visit metrics will be utilised to measure the volume of traffic on .mtn websites – where the traffic has originated from and where it is being directed to. This will be compared to existing data on the current domain name portfolio and then analysed for performance.

INNOVATION-RELATED GOALS

6 COMPETITION

The .mtn TLD also seeks to create more competition on the Internet. In creating its own TLD, the MTN brand hopes to drive innovation, not only to its own market segment, but to the Internet as a whole. Having already shown this innovation and leadership in its own market, the MTN brand will give Internet users, as well as existing and potential customers, greater levels of service through the creation of the .mtn TLD. This innovation, service level increase and trust in the TLD will promote more competition on the Internet and thus increase overall levels of service across the industry.

The success of this goal will be tied to the success of the new gTLD program as a whole. As more new TLD’s are delegated to the root, more competition will be created and consequently an increase in service levels will follow.

MTN (Dubai) Limited will not have a specific measure in place for this goal, but will rely on the post-program analysis to be conducted by ICANN and the GAC to determine the overall success of the program.

DIFFERENTIATION

ANTICIPATED CONTRIBUTION TO THE CURRENT SPACE

The .mtn TLD will make a significant contribution to the current space in the following ways:

– The TLD primarily differs from existing TLDs in relation to its unique mission⁄purpose – to promote the MTN brand and its diverse operations. No other TLD currently exists that is devoted specifically to the needs of a single brand. The .mtn TLD will be one of the first TLDs added to the root in which a brand’s digital operations and very image are communicated by and through the TLD via authoritative channels.

MTN (Dubai) Limited intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in this TLD. This planned operating model will allow the .mtn TLD to be one of the first TLDs added to the root in which domain names are not commercially available and are registered only by and in the complete control of the Registry Operator via an ICANN-approved Registrar. This will bring added benefits to the DNS by preventing abuse and infringement, thus increasing reliability and trust. Consequently, the .mtn TLD model and other TLDs will contribute to the development of a new level of trust and confidence on the Internet.

– The use of an authoritative space will also help reduce and⁄or eliminate the number of domain names that are registered for the purpose of infringing the trademark. When end users are educated as to the benefits of the .mtn TLD, the reliance on vast portfolios of defensive domain name registrations to protect Internet users and the MTN brand will be less warranted.

– Where existing TLDs often apply to diverse and broad markets, with no imposed cap on the number of registrations made available, the .mtn TLD will be differentiated by having a relatively small number of domain names. This means that users searching for content related to particular MTN-branded products or services will be easily directed to that content via a potentially small global number of applicable sites.

– With restrictions placed on registrations and their use and content, the .mtn TLD will distinguish itself as a TLD with an online brand identity reflecting the unique and diverse MTN brand.

The above-described features of the .mtn TLD clearly differentiate it from existing top level domains. The .mtn TLD serves to consolidate the MTN brand’s online presence by providing an easily identifiable, globally visible home for MTN brand operations.

Additionally, the .mtn TLD addresses the needs of Internet users by providing an easily identifiable and dedicated TLD, with assurances regarding the legitimacy of content. Websites within other TLDs that are providing unauthoritative information relating to MTN branded products will be easily identifiable, as they will not carry a .mtn top level domain name. This will reduce risk to Internet users of reliance on unauthorised and infringing MTN brand-related content provided by unauthorised third parties.

Because domain name registrations in the .mtn TLD will be the exclusive reserve of MTN (Dubai) Limited, internal departments who register a .mtn domain name will have a distinct advantage over registration within existing TLDs and ccTLDs in terms of value proposition – due to the synonymous relationship between the .mtn string, the registrant and its aims. The .mtn TLD will be recognised by Internet users as the dedicated, authoritative and trusted online space for the MTN brand, as supported by its inclusion within MTN brand marketing activities.

REGISTRATION POLICIES IN SUPPORT OF THE .mtn TLD

All domain names registered within the .mtn TLD will be registered and maintained by MTN (Dubai) Limited for the exclusive use of MTN (Dubai) Limited, MTN (Dubai) Limited internal departments and affiliates (as defined in Article 2.9(c) of the Registry Agreement). MTN (Dubai) Limited will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an affiliate of MTN (Dubai) Limited. All domain names will be registered via an ICANN-accredited Registrar.

Eligibility to register domain names in the .mtn TLD will be restricted to specifically-authorised MTN (Dubai) Limited marketing staff members. Clearance for registration will come from an authorised staff member within MTN (Dubai) Limited. Departments within MTN (Dubai) Limited will be able to register associated .mtn domain names to promote activities, products and services and⁄or events with authority. The safeguards against allowing for registrations in violation of this eligibility restriction, including Trademarks, are discussed in the responses to Question 28 and 29. Registration policies will strive to avoid registering any domain names that are confusingly similar to any third party trademarks or related proprietary material; offensive and obscene material will not be tolerated.

An authorised MTN (Dubai) Limited staff member will be designated as the technical contact on all registrations within the .mtn TLD. This staff member will be responsible for the ongoing technical services of websites utilising .mtn domain names.

Domain names registered within the .mtn TLD must further the published strategic goals of MTN (Dubai) Limited, as mandated by the registration policy created and maintained by MTN (Dubai) Limited.

These restrictions underpin the achievement of the goals of the TLD, in particular enhancing trust in the MTN brand and forming an authoritative source of information relating to the brand and its products.

PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION

All domain name registrations in the .mtn TLD will be registered to and maintained by MTN (Dubai) Limited for its own exclusive internal use. No measures need be taken for protecting the privacy or confidential information of registrants in the .mtn TLD because no information of a private nature will be collected during the registration process.

MTN (Dubai) Limited will not distribute or transfer control or use of any registrations in the TLD to any third party that is not an affiliate. Use of .mtn domain name registrations will be reserved for the exclusive use of MTN (Dubai) Limited and its affiliates. Accordingly, MTN (Dubai) Limited considers that no measures need be taken toward protecting the privacy or confidential information of users of domain name registrations in the .mtn TLD.

OUTREACH AND COMMUNICATIONS ACTIVITIES

The outreach and communication activities for the .mtn TLD will be conducted in two different formats and include above the line (public) and below the line (closed and directed) marketing initiatives.

Above the line communications will focus on directed communications to internal departments, members and affiliates of the MTN brand, for the purpose of communicating the new TLD and the opportunities this presents. It is envisaged that this will be carried out and implemented by initiatives such as internal communiqués, email communications from the marketing department and public speaking opportunities at company-sanctioned events and gatherings.

Below the line communications will focus on launching the .mtn TLD to targeted audiences and prospective MTN brand customers. This will be executed via an initial awareness campaign designed to notify and educate target audiences and members on the introduction of .mtn and its benefits. The campaign will be executed via advertising and public relations activity in line with existing marketing activities already conducted by the MTN brand. Additionally, domain names within the .mtn TLD will be introduced as the primary domain names for high-profile campaigns within pre-selected market and geographic segments. This will drive end user utilisation and begin the process of behavioural change within the target audience. This is in line with the mission⁄purpose of the TLD to promote and enhance the overall MTN brand.

gTLD	Full Legal Name	E-mail suffix	Detail
.schmidt	SALM S.A.S.	salm.fr	View

GOALS OF THE .SCHMIDT TLD

The following six goals have been identified as goals of the .schmidt TLD:

REPUTATIONAL GOALS

1 CREATE AN AUTHORITATIVE TLD

One of the goals of the .schmidt TLD is to develop a reputation as the authoritative online point of reference for Schmidt which customers and Internet users will intuitively navigate to and trust.

SALM, the Société Alsacienne de Meubles (or Alsatian Furniture Society, which is referred to throughout this answer as ‘SALM’), intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in this TLD. Registrations will not be made commercially available; all domain name registrations in the TLD will be registered to and maintained by SALM for its own exclusive use. SALM will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an Affiliate, as that term is defined in clause 2.9(c) of the Registry Agreement.

It is thus planned that the TLD will be operated and controlled by SALM and as such, it will leverage the power of the Schmidt brand to promote .schmidt as the single point-of-reference for the Schmidt brand online. The .schmidt TLD will serve to reduce confusion for Internet users and also reduce the likelihood of their detriment from interacting with online entities that falsely or fraudulently purport to either represent SALM or impersonate the company online. Users will therefore have confidence that content within the .schmidt online space is genuine, legitimate and secure.

As discussed in detail below, SALM will ensure that the content of the .schmidt namespace conforms to well-defined terms of use and registration pertaining to Internet policies.

This goal to be an authoritative TLD will be achieved by ensuring all registrations and content will be strictly authorised and controlled by SALM immediately upon creation of the TLD.

A benefit for SALM will be the strengthening of its Schmidt brand via the provision of a coherent, brand-specific information channel and a reduction of the risk of consumers being misled by unauthorised or infringing content. Having this authoritative TLD will create an Internet ‘lighthouse’ that clearly displays to consumers and Internet users without doubt that .schmidt websites are authoritative and approved by SALM.

Such an authoritative TLD may deliver financial benefits to the company by potentially reducing the need for Search Engine Optimisation (SEO) costs due to marketing spend and labour not being devoted to this activity. In addition, costs related to the maintenance of defensive domain name registrations to protect the brand in various TLDs will, over time, be reduced as they become unnecessary.

Consumers will benefit by having certainty that all content within the .schmidt TLD is authorised and company-approved. Within a single TLD, Internet users will be able to access information about SALM and the Schmidt brand and products, all designated by clear, logical domain names. The added confidence inherent in SALM being the only eligible registrant will ensure a direct and trusted line of communication between consumers and SALM. Internet users can be assured that any information they access through the .schmidt TLD is legitimate and supported by the strong reputation of SALM and the Schmidt brand.

The .schmidt TLD will also benefit the Internet, e-commerce and online communities by generating trust around the reputability of online content. It is in SALM’s interest to ensure that the .schmidt TLD remains true to its mission and purpose.

Surveys will be conducted by SALM to assess a site user’s experience, alongside assessment of the authority and suitability of the information that the .schmidt TLD conveys.

This goal will be considered achieved when the majority of survey responses in a reporting cycle reveal a positive, trusting experience in using .schmidt websites.

2 BUILD BRAND

Following the introduction of the .schmidt TLD, efforts will focus on migrating content from existing Schmidt domain names to the .schmidt TLD. This will begin to build the reputation of the TLD in the marketplace and consequently the Schmidt brand. External marketing campaigns will promote the .schmidt TLD and drive traffic directly to .schmidt websites.

Brand building will be achieved through the organic usage and replacement over time of the existing domain name portfolio and the incorporation of .schmidt into existing global and directed marketing in order to influence consumers. Once established, the TLD’s reputation will then serve as a springboard for efforts to promote the use of the TLD, facilitating the mission⁄purpose of the TLD.

The promotion of .schmidt-based websites will also provide an efficient marketing model that encompasses both brand and product. This will be a far more efficient and effective marketing approach than that currently employed – usage of existing TLDs and ccTLDs which are neither product or brand-related.

The benefit to SALM will be in enabling internal departments to register, via an ICANN-accredited Registrar, brand-supportive domain names. SALM will be able to use these registrations to represent product lines and strategic initiatives in support of SALM’s Schmidt business strategy and the mission⁄purpose of the .schmidt TLD. The promotion of domain names will also enable more efficient marketing that encompasses both brand and product. The company will also benefit from maintaining a more easily marketable online identity.

A website under the .schmidt TLD will assure Internet users that they are accessing authoritative and reliable Schmidt information. As such, it is anticipated that more traffic will be directed to sites within the .schmidt TLD and away from unreliable and illegitimate websites purporting to provide information relating to Schmidt products and services.

Surveys will be conducted to measure the impact of the introduction of the .schmidt TLD against the existing domain name portfolio. Visit metrics will be utilised to measure the volume of traffic on .schmidt websites and subsequently compared to traffic data of the current domain name portfolio.

3 CONTROL

Having the .schmidt TLD under the control of SALM is an additional goal. This will be achieved when the TLD is delegated for use by ICANN and the internal policies described in this application are in place to control the registration of domain names. As mentioned above, this creates numerous benefits to the company, consumers and the wider Internet community.

Many benefits are similar to the above statements around trust and genuine content, but in addition to these, in meeting this goal of control, SALM sees additional benefits such as:

Adaptability

As the Registry Operator, SALM will benefit from having ultimate control of the TLD and the policy that underpins it. This will enable policy to be developed that serves the mission and purpose of the TLD but, at the same time, allows it to adapt to support the future direction of the business on the Internet.

Being in control of the TLD gives SALM the comfort of knowing that any future products and initiatives of its market leading Schmidt brand will have a dedicated TLD in which to reside and be promoted to the world. It allows the company a platform from which to innovate or adapt to any changes in Internet policy or best practice. Being in control of the TLD also gives SALM the ability to change direction and approach, quickly and in line with the company’s current goals.

Availability

Being in control of the .schmidt TLD will enable SALM to register Schmidt-related domains names without the need to compete with other registrants in other TLDs and ccTLDs. The .schmidt TLD will allow key products and marketing campaigns to be supported by shorter and more relevant domains names that are easy to remember. Thus, consumers and Internet users will be able to intuitively navigate and find relevant domains names which can be trusted as authoritative and originating only from SALM.

This has clear benefits to consumers seeking information about kitchen furniture products; with availability of the .schmidt TLD, they can do so more easily and without having to question whether the information they access is authoritative and trustworthy.

As also mentioned above, surveys will be used to measure user experience and determine that the goal of control has been met.


4 LEADERSHIP

Another goal of the TLD is to promote and identify SALM as a leader in innovation and online content. SALM is widely acknowledged as a leader in kitchen design and manufacture. In less than twenty years, the Schmidt brand has established itself as the clear market leader. The .schmidt TLD is a natural extension and continuation of that leadership. By securing the .schmidt TLD, SALM creates a platform by which the company can lead innovation in online content, marketing initiatives and delivery.

Success will be achieved by maintaining viable and up-to-date content about SALM and new and forthcoming Schmidt products. The TLD will be used as an innovative marketing and communications tool that leads the development of e-commerce and online information. As Internet usage evolves and new TLDs ermerge, it is SALMʹs goal to be a leader in this new era of Internet development.
A benefit to SALM will be in furthering the reputation of its Schmidt brand as a market leader by expanding the marketing footprint to the global marketplace. Visitation statistics and survey results will be used to measure not only how many visits are recorded against the site, but the perception of the Schmidt brand in terms of industry leadership.

SERVICE LEVEL-RELATED GOALS

5 A CENTRALISED LOCATION FOR SCHMIDT CONTENT AND INFORMATION

Prospective and existing clients and partners seek information about Schmidt. A goal of the .schmidt TLD is to make information about Schmidt products more accessible and easily-locatable in the online environment. The .schmidt TLD will achieve this by providing a centralised location for Schmidt products, services and information pertaining to SALM. This namespace will be considered authoritative because it will be controlled by SALM.

SALM will benefit from having a cohesive and dedicated online space that serves as a digital hub for all Schmidt activities on the Internet and supports the broad geographic reach of the Schmidt brand. As previously stated, this could potentially reduce the costs of SEO and reduce company-related expenditure on marketing as a whole.

The consumer will benefit from the naming conventions employed in the .schmidt TLD which will, for example, reflect core product lines (such as kitchens.schmidt or showroom.schmidt). Clear and logical naming conventions will enable a better user experience for online consumers searching for products and information whilst also reducing confusion. The .schmidt TLD will facilitate intuitive navigation which will enhance the overall navigability of the Internet.

Surveys will be conducted to assess a site user’s experience and the ease of accessing .schmidt TLD websites. Visit metrics will be utilised to measure the volume of traffic on .schmidt websites, where the traffic has originated from and where it is being directed to. This will be compared to traffic data of the current domain name portfolio and analysed for performance.


6 COMPETITION

Another goal of the .schmidt TLD is to encourage competition on the Internet. By creating a dedicated, brand-specific TLD, SALM hopes to drive innovation, not only to its own market segment but to the Internet as a whole. Having already demonstrated this innovation and leadership in its own market, SALM now hopes to provide Internet users, as well as existing and potential customers, greater levels of service with the .schmidt TLD. This innovation, increase in service level and trust in the TLD will promote more competition on the Internet and thus increase overall levels of service across the industry.

The success of this goal will be tied to the success of the new gTLD program as a whole. As new TLD’s are delegated to the root, more competition will be created and an increase in service levels is very likely to follow.

SALM will not have a specific measure in place for this goal, but will rely upon the post-program analysis conducted by ICANN and the GAC to determine if the program has been successful.

DIFFERENTIATION


The .schmidt TLD will make a significant contribution to the current space in the following ways:

– The TLD primarily differs from existing TLDs in relation to its unique mission⁄purpose – to promote the Schmidt brand. No other TLD currently exists that is specifically devoted to the needs of a single brand or registrant. The .schmidt TLD will be one of the first TLDs added to the root in which a single brand’s digital operations and very image are communicated by and through the TLD via an authoritative channel.

– The unique operating model planned for the .schmidt TLD in which domain names are not commercially available and are only registered by and in the complete control of the Registry Operator via an ICANN-approved Registrar. This will bring added benefits to the DNS by preventing abuse and infringement, thus increasing reliability and trust. Consequently, the .schmidt TLD model will contribute to the development of a new level of trust and confidence on the Internet.

– The use of an authoritative space will also help to reduce and⁄or eliminate domain names that are registered for the purposes of infringing the Schmidt trademark. When end users are educated as to the benefits of the .schmidt TLD, SALM anticipates that reliance on vast portfolios of defensive domain name registrations will be less warranted going forward.

– While existing TLDs often apply to diverse and broad markets with no limit on or control over the number of domain name registrations, the .schmidt TLD will be differentiated by having a concentrated number of domain names that are all within the strict, exclusive control of SALM. This makes the TLD more usable and convenient than existing TLDs; users searching for content related to Schmidt will be easily and unambiguously directed to that content.

– With clear restrictions placed on registrations, their use and content, the .schmidt TLD will distinguish itself as a TLD with an online brand identity reflecting the unique, recognised and trusted Schmidt brand.

The .schmidt TLD will address the needs of Internet users by providing an easily identifiable and dedicated TLD with assurances regarding the legitimacy of content. Websites within other TLDs providing illegitimate information relating to Schmidt products will be easily identifiable, as they will not carry a .schmidt Top Level Domain name. This will reduce consumer reliance on unauthorised, fraudulent, illegitimate and infringing Schmidt-related content provided by parties other than SALM.

REGISTRATION POLICIES IN SUPPORT OF THE .SCHMIDT TLD

All domain names registered within the .schmidt TLD will be registered and maintained by SALM for the exclusive use of SALM, its internal departments and its Affiliates (as defined in Article 2.9(c) of the Registry Agreement). SALM will not sell, distribute or transfer the control or use of any registration within the TLD to any third party that is not an Affiliate of SALM. All domain names will be registered via an ICANN-accredited Registrar.
Departments within SALM will be able to request to register .schmidt domain names that reflect Schmidt-related products and initiatives with authority. The registration policy in this TLD will require that domain names registered within the .schmidt TLD further the published strategic business goals of SALM.

The authority to register domain names will be vested in a limited number of SALM staff members. The Marketing Manager will be responsible for pre-approving all domain names before their registration. This staff member will perform a monthly audit of all domain name transactions to verify that they were authorised and that the use of domain names complies with the .schmidt Acceptable Registration and Use Policy. The Marketing Manager will additionally conduct internal information sessions to improve awareness of the threat of domain name hijacking and fraud as well as raising awareness of the Acceptable Registration and Use Policy.

Safeguards against allowing for unauthorised or infringing domain name registrations and abusive uses of domain name registrations are discussed in detail in the responses to Question 28 and Question 29.

These restrictions underpin the achievement of the goals of the .schmidt TLD, in particular enhancing trust in the interaction between Internet users and the Schmidt brand and forming an authoritative, strictly controlled source of information relating to Schmidt and SALM.


PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION

All domain name registrations in the .schmidt TLD will be registered to and maintained by SALM for its own exclusive internal use. No measures are considered needed to protect the privacy or confidential information of registrants in the .schmidt TLD, because no information of a private nature will be collected during the registration process.

SALM will not distribute or transfer control or use of domain name registrations in the TLD to any third party that is not an Affiliate (as defined in clause 2.9(c) of the Registry Agreement). Use of .schmidt domain name registrations will be reserved for the exclusive use of SALM and its Affiliates. Accordingly, SALM consider that no measures need be taken toward protecting the privacy or confidential information of users of domain name registrations in the .schmidt TLD.

All activities in relation to the TLD will be conducted within and consistent with the existing framework of privacy and acceptable behaviour policies and standards of the SALM group.

OUTREACH AND COMMUNICATIONS ACTIVITIES

Outreach and communication activities for the .schmidt TLD will be conducted in two streams, below the line (closed and directed) marketing and above the line (public) initiatives.

The first stream will focus on internal communications, which will be directed towards internal departments and Affiliates of SALM. The purpose of this outreach will be to communicate the introduction of the new .schmidt TLD and the opportunities it presents. It is envisaged that this will be carried out and implemented by initiatives such as internal communiqués, email communications from the marketing department and speaking opportunities at company sanctioned events.

The second stream will focus on launching the new TLD externally. This will be executed via an initial awareness campaign involving advertising and public relations activity. This campaign will be designed to notify and educate target audiences and customer groups on the introduction of .schmidt and the benefits of legitimacy, authority, ease of use and convenience of accessing Schmidt-related information exclusively through this TLD. It is expected that this will drive end-user utilisation and begin the process of behavioural change within the target audience. These activities support the mission⁄purpose of the TLD to promote and enhance the Schmidt brand.