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
.COUPONS	Coupons.com Incorporated	fairwindspartners.com	View

18.1 Mission and Purpose of .COUPONS
Coupons.com Incorporated (“Coupons.com”) is the recognized leader in digital coupons, including online printable, social, mobile, and save to loyalty card promotions. With approximately 500 employees worldwide, Coupons.com and its digital coupons network, including the Coupons.com website, is by far the largest provider of digital coupons in the world. Coupons.com offers products and services for consumers, brand marketers, retailers, publishers and developers. Coupons.com has filed this application for a .COUPONS gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for consumers to access content related to coupons worldwide.

As the multibillion-dollar coupon industry is shifting online, Coupons.com has expanded both the supply of coupons (by using the Internet to lower the cost of entry for coupon issuers), as well as the demand for coupons (by introducing a new consumer demographic to coupons via websites, social media, and mobile devices). Coupons.com enables its clients’ coupon promotions on Web pages, in email campaigns, social media initiatives, mobile devices, store kiosks, shopping carts, consumer electronics and more. The company intends to further expand its reach across the digital landscape—anywhere there is a digital connection to consumers creating a digital marketplace where brands, retailers, and consumers can connect along the consumer’s path to purchase. Owning and operating the .COUPONS gTLD will be a vital asset to the company’s continued digital expansion.

Coupons.com will be analyzing and evaluating other .GENERIC gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Coupons.com’s online strategy as a leading provider of digital coupons.

The intended future mission and purpose of the .COUPONS gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Coupons.com and qualified subsidiaries and affiliates for Coupons.com customers and interested parties.

Coupons.com intends to initially limit registration and use of domain names within the .COUPONS gTLD to Coupons.com and its qualified subsidiaries and affiliates. This initial limited use will allow Coupons.com 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 Coupons.com from its annual Code of Conduct Compliance requirements.

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

The current best thinking involves a four-stage rollout:

Stage 1
The initial stage of implementation of the gTLD will involve Coupons.com registering a limited number of second-level domain names. This will provide Coupons.com’s information technology and security personnel with the time to run a number of tests to ensure seamless and secure access to .COUPONS domain names, as well as interoperability with various software and Web-based applications. This initial allocation will also allow the appropriate Coupons.com staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .COUPONS gTLD to ensure a proper transition from delegation to full operation.

Stage 2
Once the appropriate security and stability issues have been satisfactorily addressed, Coupons.com plans to begin allocating a limited number of domain names for internal corporate use. During this period of time, Coupons.com may also evaluate potential strategies to migrate Internet traffic away from its current gTLD and ccTLD domain name registrations.

It is in Stage 2 that Coupons.com 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 Coupons.com’s business model.

Stage 3
Depending upon the outcome of evaluations undertaken in prior stages, the third stage may involve the permanent migration of Internet traffic away from the TLDs in which Coupons.com’s domain names are currently registered, and toward the .COUPONS gTLD. It is in this stage that Coupons.com also may implement its decision to extend registration rights to licensees or strategic parties, depending 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.

Based on the company’s analysis of its existing domain name portfolio and its planned use strategy, coupled with the fact that it will have full control over the number of registrations in the .COUPONS gTLD namespace, Coupons.com’s business plan contemplates domain name registrations totaling well under 10,000 in the first five years of the .COUPONS gTLD’s operation.

Stage 4
Based on its experience with any expansion implemented in Stage 3, Coupons.com 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 Coupons.com. It is anticipated by Coupons.com that changes to the domain name industry will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .COUPONS gTLD by Coupons.com and its business segments will also be driven by Coupons.com’s future business strategies as identified on its website, see http:⁄⁄www.couponsinc.com⁄.

Utilizing current projections based upon Coupons.com’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, Coupons.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.