18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

Q18-Mission-Purpose-b

How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?


i. What is the goal of your proposed gTLD in terms of areas of speciality, service levels, or reputation?


Speciality


The proposed TLD will also reinforce the brand’s strategic positioning by offering high-end customized on-line services branded under its own TLD, which will leverage the brand equity and differentiate the entity on-line from the brand’s targeted competitors.


The .movistar TLD will prove its commitment, integrity, professionalism and teamwork as well as will enhance the trust of its customers, employees, shareholders, investors and society based on the highest quality services that will be provided by Movistar’s different professional web sites comprised under its own Top Level Domain.


Service levels


Protecting the brand and having exclusive control of what can be done is a top priority for Movistar and for the Telefonica Group. It will benefit both in controlling the brand presence on-line and will help the group to protect its trademark as well as the company reputation. It will limit security risks, posed by scams based on counterfeit identities in the second level domain name registrations under any other existing TLD, that may be registered due to their possible similarities with Movistar that can be purchased and put to fraudulent use, tarnishing the brand’s reputation.



Reputation


Unquestionably, the .movistar Top Level Domain will strengthen the group’s brand and will enhance its recognition internationally, a fact that will naturally increase the value of the brand and the group as a result.


“Life is more if we share it”, is the sentence that helps out clarifying the reason why of the brand in an aspirational way and that reflects its strategic thinking. A sentence that draws the limits of the emotional territory that Movistar would like to build in its relationship and communications with clients.


Throughout Movistar’s values and personality, Movistar increases the links with its clients, realigns its product and services portfolio to the new reality of the brand’s architecture and creates a system that allows the brand responding to the evolution of the business in the future, and hence, its desire of obtaining Movistar’s own Top Level Domain to approach Movistar’s business and philosophy to its clients and to the overall society.


The .movistar TLD will create a peerless unprecedented link with Movistar’s worldwide community of users.


Given the fact that Movistar belongs to Telefonica, the values and the meaning of what the .movistar TLD will represent, are aligned with the group’s structure of extending its client focus, its leveraging scales and its strategic and industrial alliances, those being:


* Social commitment and responsibility
* Long-term vision and strategy
* Proximity to customers and key clients
* Excellence in service
* Technological innovation
* Model of corporate governance
* Sense of belonging for all stakeholders and targeted audience


ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?


Competition


This new space will not only distinguish the brand placing the company and the group as a pioneers within the telecommunications sector nationally and internationally, but will help reaching new potential customers as well as expanding Movistar’s target market.


Differentiation


The .movistar TLD will be a significant amplifier of the company’s branding and marketing efforts by creating innovative marketing programs for customers, partners and suppliers. These programs can generate new revenue streams, stronger customer loyalty and will bring the brand closer to the partners.


Movistar, as part of Telefonica’s brand new model, focuses on customers by evolving to meet their needs, which are evolving towards an increasingly convergent and global environment. Movistar has grown up as a brand, it has become the trademark in Spain and Latin America for all the brand’s land line and mobile products and services. Thus, from a pragmatic approach and using the existing reality as leverage, its brand’s visual identity has evolved to become more formal, adult and mature. This change is a direct response to Movistar’s new business strategy and the new brand model designed and implemented by the Group, and therefore, having the brand’s own Top Level Domain, the .movistar TLD will reinforce the efforts that Movistar has done for achieving its own identity. It will showcase the innovative spirit and the client vocation of this expanding and internationally recognized brand present in 14 countries and it will indeed represent a tremendous opportunity for the brand to reinforce its image internationally as an strategic long-term opportunity.


Movistar is well known for its social responsibility in its operating markets, Spain and Latin America, the .movistar TLD will also reinforce the brand’s efforts of sponsoring sport and musical events in the above mentioned geographical areas, which will be easily recognized for being labelled under the .movistar domain name.


Telefonica Group aims to consolidate as a digital and global Company, and to become a leading digital services provider. Nowadays, Telefonica manages around 6000 domain names. Telefonica, and therefore, Movistar will be able to reduce the most significant part of its defensive registrations portfolio, as it focuses in promoting its .movistar TLD.


Innovation


The changes taking place in the current economic globalisation and technological convergence have made innovation a key tool for Movistar to achieve its revenue growth and operating cost control targets. The innovation management model is progressing through three lines of action: implementing a global innovation platform applied locally at the business units; developing capabilities in order to leverage long-term business opportunities; and offering a global response to competitors and global partners. The .movistar TLD will be a new integrator item within the brand’s innovation management that will bring cohesion and will tie up the different elements of the brand architecture in a modern and digitalized way.


Some of the great challenges, benefits and innovative elements that the .movistar TLD will bring to the brand, and hence the general group’s structure are:


* To strengthen its leadership internationally within the Telecommunications industry
* To diversify its business towards companies
* To balance its territorial presence, both nationally and internationally
* To grow internationally
* To maintain a distinctive investment portfolio
* To maintain financial strength
* To improve on return of investments
* To progress in organisational efficiency and flexibility
* To develop and motivate talent
* To underline its social commitment
* To communicate the aims of the brand and the group, both internally and externally


iii. What goals does your proposed gTLD have in terms of user experience?


Compared to the existing generic TLDs, the .movistar TLD experience will greatly enhance mnemonics and security. The .movistar TLD will simplify the way the customers find information about the company on the Internet by creating a more easy and understandable web address and will drive customers into deeper levels of engagement with the brand. This engagement will increase:


* Affinity
* Ease of use
* Customer service efficiency
* Sales


The .movistar TLD will give services of virtual communities to their clients. All keywords related to the entity will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience.


Regarding key clients, the usage of the domain name the .movistar TLD will be linked to preferential and differential usages to increase fidelity towards the brand. The domain names under the .movistar TLD will be a sign of warranty and trust towards all the brand’s different audiences.


The .movistar TLD will provide shorter URLs to Movistar’s digital customers who look for ways to make their browsing and linking experience more streamlined. It will also offer user services via on-line portals which will customize the customer experience to an unprecedented degree by offering URLs.


Social media will of course play a crucial role within the introduction and promotion of the string to the name space scenario, and therefore, the branding exercise throughout social networks will be fundamental for a truly user experience of the new extension.


iv. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.



The .movistar TLD will be for the exclusive use of Telefonica and its affiliates for the brand’s services and purposes. Telefonica does not contemplate at this stage opening the registration to any third party. Therefore, the mandatory registration agreement will refer to the following terms and conditions:


a) Eligibility: The registrant will be Telefonica or any affiliate.
b) Name selection: .movistar domain name registrations must be related to Movistar’s services and products.
c) Use and content: .movistar domain names may only be used in relationship to Telefonica or its affiliates’ services and purposes, subject to the approval of Telefoncia. Domain Names used must be commensurate to the role and relevance of Movistar services.


Considering that,


(i) Telefonica will register and maintain all domain name registrations within .movistar for its own exclusive use, and that
(ii) Telefonica will not sell, distribute or transfer control or use of any registrations in .movistar to any third party that is not an Affiliate of Telefonica and that;
(iii) application of the Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement to .movistar is not necessary to protect the public interest;


Telefonica will request the exemption to the above mentioned Code of Conduct, and expects ICANN to grant such exemption as Telefonica provides reasonable satisfaction of the conditions hereof expressed. Telefonica may in the future consider extending the use of domain names for employees, customers and partners, but this is not foreseen neither allowed in the current description of the registration policies.


v. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.


Telefonica recognizes first-hand that this is a relevant issue and an evolving area of law in which there is no international standard. The protection of privacy and confidential information of registrants and users will comply with applicable Law, in particular the European Data Protection framework the Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.


Nevertheless, the specific model of the .movistar TLD and the registration policies as described above limit to a great extent the possible concerns on privacy, as no third parties and even less individuals will be allowed to register .movistar names.


vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.


Outreach and communications will be entirely done in-house for internal communication to inform Telefonica’s and Movistar’s stakeholders in the 14 countries where Movistar operates. Externally, outreach and communication efforts will be focused on advertising campaigns in the various existing media. With strong emphasis on digital media and via point-of-sale to inform the general public and above all, Telefonica’s 306.06 million clients.

Similar gTLD applications: (2)