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

Prototypical answer:

i. SAXO is Applicant’s most recognized brand, having international exposure in the global activities of the Applicant as an investment bank and a provider of financial software to other companies through a white label program. As an investment bank, the Applicant is active in different areas for which the SAXO brand is used and which currently include: Saxo Bank, where the Applicant provides its clients with electronic access to global exchanges, reliable trade executions and real-time market data, all through its state-of-the-art IT infrastructure, Saxo Asset Management, Saxo Properties, Saxo Privatbank and Saxo Capital Markets. In relation to software development the SAXO brand is used in relation to its development of the SaxoTraders software and in relation to the delivery of financial software to a number of other companies. The proposed gTLD aims at consolidating the reputation of the Applicant’s SAXO brand;
ii. From the Applicant’s perspective, .SAXO will 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 the gTLDs (or even ccTLDs) has disappeared, the .SAXO top-level domain will be unambiguous as regards the identity of the Registry Operator, the source of the content and services offered under the .SAXO and⁄or the affiliation between the Registry Operator and the TLD;
iii. As mentioned in the vision ⁄ mission statement before, some of the key reasons why Applicant is applying for .SAXO are:
1. Marketing and branding: reflect the Applicant’s key brand SAXO at the top-level of the DNS’ hierarchy,
2. Safety and security, given the fact that the TLD and most if not all of the domain names registered therein will be completely or at least partially under the control of the Registry Operator;
3. Affiliation between the core SAXO brand and different services, product and service brands registered and⁄or used by SAXO BANK and⁄or its subsidiaries in their day-to-day business;
iv. The Applicant intends to implement the following policies and procedures with respect to the registration of domain names in the .SAXO top-level domain include but are not limited to:
1. Reservation of domain names in the name of the Applicant. These names include:

a) descriptive names, referring to the actual day-to-day business activities of the Applicant and⁄or its subsidiaries;
b) descriptive names, referring to the internal departments of the Applicant;
c) descriptive names, referring to the subsidiaries of the Applicant;
d) product and service brands promoted by the Applicant and⁄or its subsidiaries now and in the future;
e) etc.

2. Launch of the TLD:

a) Sunrise: allow physical persons, organizations and entities that meet the eligibility requirements in force at that point in time to choose the domain names that are identical to their trademarks;
b) 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.
c) Depending on the terms and conditions in force at the time of launch of the TLD, 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 Applicant for the TLD (SAXO BANK). In any case, the Applicant reserves the right to impose additional and other restrictions from time to time at its sole discretion;

v. Given the fact that the Applicant is a company that is established in Denmark, it is subject to both national and European privacy and data protection rules and practices.

vi. The Applicant has been established in 1992 as a brokerage firm, under the name Midas Fondsmæglerselskab. In 2001, the Applicant obtained a banking license and changed its name into SAXO BANK. Since then, the Applicant has been trading under the SAXO brand and domain name (saxobank.com). The Applicant has developed an important reputation in online investment banking and in software development. Therefore, the Applicant has different ways in order to make existing and future clients, visitors and stakeholders aware of the (gradual) move from the group’s saxobank.com domain name to the .SAXO TLD, including but not limited to:
1. Internet advertising campaigns;
2. having Internet traffic to its key domain names resolving into domain names registered in the .SAXO TLD;
3. email marketing campaigns; etc.

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