gTLD	Full Legal Name	E-mail suffix	Detail
.dealer	Dealer Dot Com, Inc.	dealer.com	View

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.

gTLD	Full Legal Name	E-mail suffix	Detail
.MATTEL	Mattel Sites, Inc.	fairwindspartners.com	View

18.1 Mission and Purpose of .MATTEL

Mattel Inc. (“Mattel”) is a global leader engaged in the development, manufacture, and sale of toy-related products, with approximately 28,000 employees and operations in numerous countries. In 2011, Mattel had net sales of over $6.2 billion with $3.1 billion in gross profit, and its common stock is traded on NASDAQ under the symbol MAT. Headquartered in El Segundo, California, Mattel has customers all across the globe and has a strong international presence. In 2011, Mattel’s international segment revenue represented 48 percent of its consolidated gross sales. Mattel’s products can be purchased worldwide and its content is accessible in the .COM gTLD and also in multiple ccTLDs, including .BR, .CA, .CL, .CN, .DE, and. JP. In order to apply for the .MATTEL gTLD, Mattel has decided to use an existing subsidiary, Mattel Sites, Inc. (“Mattel Sites”) as the entity to file this application and bring the .MATTEL gTLD to market.

Mattel will be analyzing and evaluating other .BRAND gTLD applications, as well as general market adoption, to determine short- and long-term potential best-in-class use case options to more effectively serve and enhance Mattel’s online strategy. Mattel has three global operating segments, identified as: Mattel Girls & Boys Brands, Fisher-Price Brands, and American Girl Brands. These individual segments develop, manufacture, and sell world-famous branded products, games, and puzzles.

The potential use of the .MATTEL gTLD by these or other business segments will also be driven by Mattel’s future business strategies, as identified in its annual report and investor filings, see http:⁄⁄investor.shareholder.com⁄mattel⁄.

The intended future mission and purpose of the .MATTEL gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Mattel and its qualified subsidiaries and affiliates for its consumers. Mattel Sites is committed to moving forward with the .MATTEL gTLD application; however, at the time of filing this application, there has not been enough time, and currently there is not enough market information available, to fully analyze and evaluate all potential use case options.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of new gTLDs. The .MATTEL gTLD is planned as a branded gTLD, with the goal of protecting Mattel’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services, and offering a platform through which to consolidate many of the intellectual property activities of Mattel.

Mattel Sites intends to initially limit registration and use of domain names within the .MATTEL gTLD to Mattel and its qualified subsidiaries and affiliates. This initial limited use will allow Mattel Sites 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 is intended to exempt Mattel Sites from ICANN’s annual Code of Conduct Compliance requirements.

After Stage 3 (see below), Mattel will evaluate whether opportunities exist to carry out the business strategy for the .MATTEL gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Mattel and its qualified subsidiaries and affiliates.

Mattel Sites currently plans a four-stage rollout for the .MATTEL gTLD. The dates of the following stages are subject to change depending upon business, strategic, and industry factors at the time.

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

This initial use will provide Mattel’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .MATTEL 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 Mattel staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .MATTEL gTLD to ensure a proper transition from delegation to full operation.

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

It is in Stage 2 that Mattel will evaluate expanding the operations of the gTLD to permit registration by other registrants, such as licensees and⁄or strategic 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 the Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Mattel’s business model.

Stage 3
Depending on the analysis of the evaluations undertaken in Stage 2, Mattel Sites may implement the permanent migration of Internet traffic away from the TLDs in which Mattel’s domain names are currently registered, and toward the .MATTEL gTLD. It is in this stage that Mattel Sites also may implement Mattel’s decision to extend registration rights to licensees or strategic parties, depending upon compliance with Specification 9 as noted above.

After consideration of the following factors: analysis of Mattel’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Mattel will have full control over the number of registrations in the .MATTEL gTLD namespace, Mattel Sites is confident 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 to the end of Year 5, and based on its experience with any expansion implemented in Stage 3, Mattel will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, including potential customers of Mattel. It is anticipated by Mattel that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLD beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

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