18(a) Describe the mission/purpose of your proposed gTLD
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Toshiba Group provides various products and services globally in the following four domains: digital products, electronic devices, social infrastructure, and home appliances.
[Toshiba Brand Statement]
TOSHIBA - Leading Innovation -
Toshiba delivers technology and products remarkable for their innovation and artistry - contributing to a safer, more comfortable, more productive life.
We bring together the spirit of innovation with our passion and conviction to shape the future and help protect the global environment - our shared heritage.
We foster close relationships, rooted in trust and respect, with our customers, business partners and communities around the world.
.toshiba is a domain for TOSHIBA Corporation and its stakeholders. The primary purpose of .toshiba is to consolidate TOSHIBA Corporation-related domain names registered under various TLDs into an official .toshiba extension. In addition, TOSHIBA Corporation aims to achieve the following goals with .toshiba:
1. Alleviating user confusion and improving convenience for Internet users
TOSHIBA Corporation is a global company selling a multitude of products including
Electronics, electrical equipment and information technology manufacturer (Digital Products, Electronic Devices & Components, Infrastructure Systems, Home Appliances & Others).
The company has registered many domain names under various gTLDs and ccTLDs not only for actual use but also as a trademark protection measure. Despite these efforts, there exist many domain name registrations and websites that infringe TOSHIBA Corporation’s trademarks. As a result, Internet users often have difficulty differentiating bona fide websites from fraudulent ones. Positioning .toshiba as the official domain for the company, and unifying the company⁄brand’s web presence under .toshiba, would provide easy access and interaction, which the company believes would reduce confusion and improve user experience.
2. Marketing ⁄ Branding
Since .toshiba is a brand new TLD that directly represents the company⁄brand name, TOSHIBA Corporation expects it to be a highly effective marketing and branding tool. The company believes that .toshiba will not only reinforce TOSHIBA Corporation’s brand on the Internet, but also attract people to visit the website because .toshiba domain names make it easier for Internet users to access to the information related to the company.
3. Simplifying domain name management
The third purpose for applying for .toshiba is to simplify the management of domain names the company has registered. As stated earlier, TOSHIBA Corporation has many domain names under the various TLDs, posing a challenge in dealing with different registration and operation rules, log-in systems, etc. .toshiba would make it possible to manage domain names under the .toshiba rules and systems umbrella and would replace various TOSHIBA Corporation related domain names with .toshiba domain names. As a consequence, it will be safer and easier for the .toshiba stakeholders to manage their domain names.
Similar gTLD applications: (0)
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