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

Prototypical answer:

Schwarz Domains und Services GmbH & Co. KG intends to organize the registry operation for .schwarz in such a manner that it will minimize the likelihood of having multiple applications or registration requests for a particular domain name.
According to Schwarz Domains und Services GmbH & Co. KG, this can be achieved in any of the following ways, which likely needs to be further refined following ICANN’s award and delegation of the .schwarz gTLD to Schwarz Domains und Services GmbH & Co. KG:
1) “Schwarz” is one of the Schwarz Group’s distinctive and most recognized brands;
2) From the Applicant’s perspective, .schwarz may bring a high degree of recognition and specialization to the currently existing name space. Where in most cases the specific connotation that has been initially given to gTLDs has disappeared, the .schwarz top-level domain is currently intended to be unambiguous as regards:
a) the identity of Schwarz Domains und Services GmbH & Co. KG as the Registry Operator (in the sense that stakeholders of the Schwarz Group and the users of the applied for gTLD will be ensured that the applied for gTLD is operated and under the control of a member of the Schwarz Group);
b) the source of the content and services offered under the .schwarz gTLD ;
c) the affiliation between the Registry Operator and the gTLD ; and
d) in term, and at the discretion of Schwarz Domains und Services GmbH & Co. KG, the affiliation between the Registry Operator and any third party that is authorized by Schwarz Domains und Services GmbH & Co. KG to register and⁄or use one or more domain name registrations in the .schwarz gTLD.
SDS is the representative of the various members of the Schwarz Group that are interested in obtaining a TLD reflecting their brand. SDS is acting in its own name, but on behalf and according to the instructions of such members.

3) As mentioned in the vision and mission statement above, the key reasons why the Applicant is applying for .schwarz include, but are not limited to:
a) Securing and protecting the “Schwarz” brand as a generic top-level domain;

Currently, the trademark right for “Schwarz” is held by a member of the Schwarz Group, namely the Schwarz Finanz- und Beteiligungsgesellschaft mbH & Co. KG. A license agreement will be concluded with the Applicant, Schwarz Domains und Services GmbH & Co. KG, in order to enable the Applicant to perform its main purpose: preventing third parties from securing a gTLD that is identical to the Schwarz Group’s highly distinctive and reputable brand “Schwarz”.
b) Marketing and branding: reflecting the Schwarz Group’s key brand “Schwarz” at the top-level of the DNS’ hierarchy;
c) Safety and security; and
d) Implementing measures – in the near or distant future – to mitigate counterfeiting and piracy.

4) The Applicant intends to implement the following policies and procedures with respect to the registration of domain names in the .schwarz top-level domain:

a) reservation and registration of domain names in the name members of the Schwarz Group. It is likely that this will be the scenario that Schwarz Domains und Services GmbH & Co. KG will put in place during the first months or even years of operation of the .schwarz gTLD .

These names may include, but are not limited to:
i. descriptive names, referring to the actual day-to-day business activities of members of the Schwarz Group;
ii. descriptive names, referring to the internal departments of members of the Schwarz Group and its subsidiaries;
iii. descriptive names, referring to the subsidiaries, affiliates and⁄or joint ventures of members of the Schwarz Group.
iv. potentially also names relating to other stakeholders of the Schwarz Group, to be determined by Schwarz Domains und Services GmbH & Co. KG following ICANN’s award and delegation of the .schwarz gTLD to Schwarz Domains und Services GmbH & Co. KG; and
v. private label products of members of the Schwarz Group.
b) launch of the TLD : if and when implemented by the Registry Operator, this is likely going to be a gradual process, whereby selected third parties that meet certain criteria, which Schwarz Domains und Services GmbH & Co. KG will be entitled to set at its own discretion, may register domain names in the .schwarz gTLD . These processes may include the following:
i. Sunrise: allow physical persons, organizations and entities that meet the eligibility requirements determined by Schwarz Domains und Services GmbH & Co. KG at that point in time to choose and, where allowed by Schwarz Domains und Services GmbH & Co. KG, to register the domain names that are identical to their trademarks; and
ii. Land rush and general availability: other available domain names may be registered by physical persons, organizations and entities that meet the eligibility requirements in force at that point in time to choose the domain names in accordance with the applicable terms and conditions.
Depending on the terms and conditions in force at the time of launch of the gTLD , these domain names may or may not be registered in the name of the applicant for the domain name or in the name of the Registry Operator of the gTLD (i.e., Schwarz Domains und Services GmbH & Co. KG). In any case, Schwarz Domains und Services GmbH & Co. KG reserves the right to impose additional and other restrictions from time to time at its sole discretion.
5) Given the fact that the Applicant is a company that is established in Germany, it is subject to European and national privacy and data protection rules and practices. In particular, given the fact that the German data protection authorities have issued strict guidelines, Schwarz Domains und Services GmbH & Co. KG will at all times be obliged to carefully consider and, where applicable, implement these policies, and this prior to and during the operation of the .schwarz gTLD.

6) The Applicant is a corporation that has been established specifically for applying and managing the .schwarz TLD together with other brand-TLDs that are relevant to the Schwarz Group.

At this stage, Schwarz Domains und Services GmbH & Co. KG has not developed concrete and tangible plans in order to move its online activities from its generic and country code domain name registrations and many other active domain names used by members of the Schwarz Group. Considering that the gTLD refers to a key brand of the Schwarz Group, creating awareness of the new online environment under the applied for gTLD will – at least initially – likely be restricted to .schwarz. With respect to .schwarz, the Applicant has different ways to make existing and future customers, visitors and stakeholders aware of the (gradual) development of a new online environment under the .schwarz TLD, including but not limited to:
a) Direct and indirect marketing and branding initiatives;
b) Brochures and advertisements in newspapers, magazines, etc.;
c) Internet advertising campaigns, including paid search, pay-per-click advertising, etc.;
d) Having Internet traffic to domain names of members of the Schwarz Group resolving into domain names registered in the .schwarz gTLD, which builds awareness with Internet users that the .schwarz gTLD exists; and
e) Email marketing campaigns.

Similar gTLD applications: (2)