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18(a) Describe the mission/purpose of your proposed gTLD

gTLDFull Legal NameE-mail suffixDetail
.dealerDealer Dot Com, Inc.dealer.comView
18.1.1 Dealer.com

Dealer.com’s mission is to be the most sought after automotive web solutions provider in the world. Dealer.com pursues this mission with the highest degree of integrity and a focus on creating superior products, satisfied clients and empowered employees - all with minimal impact on the environment.

Dealer.com’s solutions include those for franchise automotive dealers, independent auto dealers, dealer groups, original equipment manufacturers (OEMs) and advertising agencies. Its proprietary platform is a customizable, multilayered software application that not only creates SEO-friendly websites but also features a completely integrated toolkit for dealerships both large and small.

This integrated platform has been engineered for maximum efficiency and performance to empower its customers’ connections with consumers. Built from the ground up and using the latest technology, Dealer.com offers the most powerful digital marketing platform in the industry, aggregating the following solutions:

Online Advertising: Paid search management, email marketing, search engine optimization, social media & blogging;

Dealer Websites: Inventory integration, merchandising tools, mobile sites, custom branding;

Inventory Marketing: Video, incentives and specials, eBrochures, window stickers;

Lead Management: Contacts, leads, auto-responder management, lead life cycle and sales process; and

Performance Analytics: Call tracking, site activity and lead tracking, merchandising tracking, pay-per-click and advertising tracking.

Dealer.com also offers an array of Digital Marketing services that involve strategy, project management, consulting, training and regular maintenance to achieve maximum results for its customers. Dealer.com solutions also include Managed Services, training and award-winning customer service to complement its innovative platform.

18.1.2 Mission and Purpose

The intended mission and purpose of the .DEALER gTLD is to serve as a trusted and intuitive namespace for the benefit of Dealer.com, its qualified subsidiaries’, affiliates’ customers and other Internet users. The .DEALER gTLD will deepen and broaden these entities’ relationships with those audiences.

The .DEALER gTLD may be thought of most appropriately as a “Brand TLD” in that it serves primarily to provide a trusted, hierarchical and intuitive namespace for businesses that use Dealer.com’s broad range of online dealership products and services. Although ICANN has not specifically recognized a Brand TLD category, such as the .DEALER gTLD, in the current round, it is widely anticipated in the brand community that this will become a specialty subset of gTLDs. The .DEALER gTLD is planned to protect Dealer.com’s online presence and identity, expand its marketing and promotion efforts, provide a secure channel for online products and services, and offer a platform through which to consolidate many of the intellectual property activities of Dealer.com.

Dealer.com intends to initially limit registration and use of domain names within the .DEALER gTLD to Dealer.com and its qualified partners and affiliates. This initial limited use will allow Dealer.com to establish .DEALERʹs operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt Dealer.com from its annual Code of Conduct Compliance requirements.

After the initial stages of operation, Dealer.com will evaluate whether opportunities exist to carry out the business strategy for the gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Dealer.com and its qualified partners and affiliates.

1. Stage One

The initial stage of implementation of the gTLD will involve the .DEALER gTLD registering a limited number of .DEALER second-level domain names. This stage is designed to meet Dealer.com’s existing corporate requirements for use of domains including:

(1) Testing by Dealer.com’s IT to ensure full administrative and technical access to the domain names.
(2) Testing by Dealer.com’s security personnel to ensure unbroken and secure use of all names.
(3) Testing by IT personnel and users to ensure interoperability with various software and web-based applications.

2. Stage Two

Once all testing has been successfully completed, Dealer.com will begin allocating domain names in the .DEALER gTLD for more widespread corporate use. During this same period of time, Dealer.com may begin evaluating strategies to migrate traffic away from its existing second-level domain name, to Dealer.com’s new .DEALER gTLD.
It is in Stage Two, that Dealer.com will also evaluate and potentially expand the operations of the .DEALER gTLD to permit registration by other registrants such as licensees or other strategic partners. The dates of such expansion are subject to change depending upon business, strategic and industry factors at the time.

3. Stage Three

The third stage may potentially involve the migration of Internet traffic away from the gTLDs in which Dealer.com’s domain names are currently registered, and toward the new Dealer.com branded gTLD, if Dealer.com has not already executed on this strategy earlier. Based on its experience in the initial stages, Dealer.com will assess whether its business plan and expansion strategy should be augmented by extending registration rights to third parties beyond licensees and⁄or strategic partners. It is anticipated by Dealer.com that changes to the domain name industry, and particularly the impact of the .DEALER gTLD, will take a number of years to be felt and assessed. Any decision to expand the gTLD beyond corporate, partner and licensee use and permanently migrate traffic away from existing gTLDs will take into effect this experience as well as the technical analysis of potential expansion.

Utilizing current projections based upon Dealer.com’s existing and future business plans, current domain name portfolio, and other strategic factors, Dealer.com estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in the response to Question 46 of this application.
gTLDFull Legal NameE-mail suffixDetail
.CIALISEli Lilly and Companyfairwindspartners.comView
Mission and Purpose of .CIALIS

Eli Lilly and Company (“Lilly”) is a leading global pharmaceutical company that produces medicines that help people live longer, healthier, and more active lives. Across the globe, Lilly has developed productive alliances and partnerships that advance its capacity to develop innovative medicines at lower costs. Lilly’s products are currently manufactured and distributed through facilities in the United States, Puerto Rico, and 11 other countries, and are sold in approximately 125 countries. The Cialis trademark has been registered by Lilly in over 125 countries. Lilly’s pharmaceutical products include, but are not limited to, neuroscience products, endocrinology products, oncology products, cardiovascular products, and animal health products. Lilly’s online content is accessible in the .COM gTLD and also in multiple ccTLDs, including .UK, .JP, .CA, and .NO.

The intended future mission and purpose of the .CIALIS gTLD is to serve as a trusted and intuitive namespace provided by Lilly and its qualified subsidiaries and affiliates for its consumers and the public. Eli Lilly and Company is the designated entity to file this application and bring the .CIALIS gTLD to market. However, Lilly is primarily filing this application in ICANN’s first gTLD application round for precautionary reasons given the uncertainty regarding when ICANN will be opening a second round. Therefore, although Lilly is committed to moving forward with the .CIALIS gTLD application, at the time of filing Lilly does not believe that there has been enough time or information available to fully analyze and evaluate all potential use case options.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of the new gTLDs. The .CIALIS gTLD is planned as a .BRAND gTLD, with the goal of protecting Lilly’s online presence and identity, providing a secure channel for online information and services, and offering a platform through which to potentially consolidate many of the online activities of Lilly related to its Cialis product.

Lilly intends to initially limit registration and use of domain names within the .CIALIS gTLD to Lilly and its qualified subsidiaries and affiliates. This initial limited use will allow Lilly to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement are intended to exempt Lilly from its annual Code of Conduct Compliance requirements.

After Stage 3 (see below), Lilly will evaluate whether opportunities exist to carry out the business strategy for the .CIALIS gTLD through expansion that continues the registry’s sustainable operations through registrations to parties other than Lilly and its qualified subsidiaries and affiliates.

Lilly currently plans for a four-stage rollout for the .CIALIS gTLD:

Stage 1: The initial stage of implementation of the gTLD will involve Lilly registering a limited number of .CIALIS second-level domain names.

This initial use will provide Lilly’s IT and security personnel an opportunity to run a number of tests to ensure seamless and secure access using the .CIALIS gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Lilly staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .CIALIS gTLD to ensure a proper transition from delegation to full operation.

Stage 2: Once all testing has been successfully completed, Lilly will begin allocating domain names in .CIALIS for more widespread internal corporate use. During this same period of time, Lilly will begin evaluating strategies to potentially migrate Internet traffic related to Cialis away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to the .CIALIS gTLD.

It is in Stage 2 that Lilly will evaluate expanding the operations of the gTLD to permit registration by other registrants such as approved partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage 3. However, any expansion would be conditioned upon a review of Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Lilly’s business model.

Stage 3: Depending on the outcome of the evaluations undertaken in Stage 2, Lilly would subsequently implement an agreed-upon strategy to migrate Internet traffic related to Cialis away from the TLDs in which Lilly’s Cialis-related domain names are currently registered, and toward the .CIALIS gTLD. It is in this stage that Lilly also may implement its decision to expand registration rights to approved partners, conditioned upon compliance with Specification 9, as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Lilly’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Lilly will have full control over the number of registrations in the .CIALIS gTLD namespace, Lilly believes that the number of domain name registrations will be less than 10,000 in the first five years of operation.

Stage 4: Based on its experience with any expansion implemented in Stage 3, Lilly will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of approved partners. It is anticipated by Lilly that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years from the date of delegation to be realized and assessed. Any decision to expand the gTLD beyond corporate, qualified subsidiary⁄affiliate, and approved partner use will take into account this experience as well as the technical analysis of potential expansion.

Furthermore, Lilly will be analyzing and evaluating other gTLD applications for comparable well-known trademarks and company names, as well as general market adoption, to determine short- and long-term potential strategies and options for the .CIALIS gTLD to more effectively serve and enhance Lilly’s online strategy as a leading global pharmaceutical company.

The potential use of the .CIALIS gTLD by Lilly and its various business segments will also be driven by Lilly’s future business strategies as identified in its annual report and public financial information, see for example: http:⁄⁄investor.lilly.com⁄financials.cfm.

After consideration of the following factors: analysis of Lilly’s existing domain name portfolio; internal analysis of online initiatives; the anticipated limited number of approved partners who would be granted a .CIALIS registration; and the fact that Lilly will have full control over the number of registrations in the .CIALIS gTLD namespace, Lilly believes that the number of domain name registrations will be less than 10,000 in the first five years of operation.

Utilizing current projections based upon Lilly’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, Lilly estimates that second-level domain name registrations will be in line with the projections set forth in the financial template provided in response to Question 46 of this application.