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

Prototypical answer:

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


Reputation


Indisputably, the .mango Top Level Domain will strengthen the brand and will enhance its recognition internationally which will naturally increase the value of the company as a result.


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


The .mango TLD will ensure MANGO’s customers that they are reaching the original brand and not a fraudulent website, a fact that will indeed increase MANGO’s customer’s loyalty and trust.


Moreover, controlling the brand online will help the company to protect its trademark and the company reputation and will limit security risks posed by scams based on counterfeit identities within other possible second level TLD registrations that may be registered due to their possible similarities with MANGO that can be purchased and put to fraudulent use, tarnishing the brand’s reputation.


Protecting the brand and having exclusive control of what can be done is a top priority for MANGO, is a concept that matches the efforts of the company to conquer the world fashion demonstrated by its high level of competitiveness and that has been a decisive factor in its success around the world.


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


Innovation


The .mango TLD will create a name space specific for the MANGO brand and it is intended to innovate with new business models. This new space will not only distinguish the brand placing the company as a pioneer within the fashion industry, but will help reaching new potential customers as well as expanding the brand’s target market.


The .mango 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. MANGO is willing to make efforts in order to explore the possibilities to strengthen relationships with current business partners, for instance, those interested in being identified as a MANGO supplier or franchisee will get into a win-win situation, within a TLD space controlled by MANGO, keeping therefore the reliability provided by a Single Registrant Single User structure. It will be indeed an excellent opportunity to develop tailored-made business strategies, in order to enhance the distribution channels.


Differentiation


In order to deliver relevant content to different markets, the .mango TLD will enable the brand to use diverse targeted domain names as virtual locations corresponding with targeted audiences.

* Cities :
* www.barcelona.mango
* www.london.mango
* www.miami.mango


The .mango TLD also plans to create domain names that identify the divisions of the company, those being differentiated by:

* Collections:
* www.spring2012.mango

* Stores:
* www.fithavenue.mango


Competition


The .mango TLD will also be useful for internal use. The company created its own logistic system, the M.L.S., which has set the standard in the European textile sector. The M.S.L. is based on speed, technology and the transfer of information. The .mango TLD could be integrated within the system and allow turning their tracking codes into personalised URLs. Easily accessible from any Internet-enabled device, this unique tracking URL allows internal MANGO personnel, retailers and franchisees to have access to their package’s location at anytime.


Finally, the .mango TLD will help to create a powerful, secured community, which can assist in combating against counterfeiting and cybersquatting abuse as well as to protection, manage and monetize Intellectual Property digital assets (trademarks and copyrights)


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


Compared to the existing generic TLDs, the .mango experience will greatly enhance mnemonics and security. The .mango TLD will simplify the way their 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 can increase:

* affinity,
* ease of use
* customer service efficacy
* sales


The .mango TLD will give services of virtual communities to their clients. All keywords related to the brand will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience driven by the company’s vocation for authentic fashion, inspiration, innovation and the brand’s greatest value: success.


The .mango TLD will provide shorter URLs to their digital customers who look for ways to make their browsing and linking experience more streamlined and will offer user services via online 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 the global but also local 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 .mango TLD will be for the exclusive use of the MANGO’ s services and purposes. PUNTO FA 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 PUNTO FA S.L. or any Affiliate.
b) Name selection: .mango domain name registrations must be related to the MANGO’ s services and products.
c) Use and content: .mango domain names may only be used in relationship to the MANGO’ s services and purposes, subject to the approval of PUNTO FA S.L.
Domain names used must be commensurate to the role and importance of the MANGO services.


Considering that,


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


PUNTO FA S.L. will request the exemption to the above mentioned Registry Operator Code of Conduct, and expects ICANN to grant such exemption as MANGO provides reasonable satisfaction of the conditions hereof expressed. PUNTO FA S.L. 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.


PUNTO FA S.L. 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 and the Catalan and Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.


Nevertheless, the specific model of the .mango 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 .mango 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 MANGO’s stakeholders. 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 following their globally integrated, coherent and unified brand strategy which will prove their capability of adapting to change, which is one of their keys for their commercial success and their international prestige.

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