18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
|gTLD||Full Legal Name||E-mail suffix||Detail|
|.bmw||Bayerische Motoren Werke Aktiengesellschaft||thomsentrampedach.com||View|
The TLD is intended to benefit internet users by enabling BMW, its authorized dealers, employees and affiliates to communicate more easily and effectively with all Internet users, and particularly with its customers and business associates. Internet users will benefit from a more distinctive and trustworthy Internet experience when interfacing with BMW, thus further enhancing the outstanding customer service experience offered by the BMW corporation. The new “.BMW” TLD space will offer the Applicant a unique, brand-based service platform, through which the company will integrate its clients and affiliates from around the world in one comprehensive and easy-to-use location. The “.BMW” space is intended to operate as an inter-connected nexus of information, to cater to the needs of the company’s many discerning automotive clients worldwide.
BMW expects to benefit from the TLD by increased and more effective brand recognition in their marketing and communications, and by having an ample supply of relevant and available domain names to use in their business. In addition, the TLD will permit BMW to maintain greater control over its online brand and services, including but not limited to robust trust and security features. In turn, those benefits are certain to result in a better Internet user experience, particularly for those Internet users interested in BMW’s world class automobiles and related products.
Additionally, BMW’s millions of clients worldwide will greatly benefit from the anticipated direct intuitive navigation approach to be adopted across the new TLD space. Simply entering the “.BMW” TLD will immediately take the Internet user into the company’s secure, monitored space, where the individual user will be able to quickly and easily navigate to their desired online content through the use of keyword organized sub-domains.
The “.BMW” space will bring the additional benefit of increased Internet user security for its customers, as the space will be fully controlled by the company. Customers and Internet users will know the information provided on “.BMW” sites is authentic, authorized and accurate. BMW is working with its Registry Service Provider to establish strong safeguards in order to ensure that the “.BMW” space provides and exceptional, trustworthy platform for its clients transactional needs.
i) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
The TLD ultimately is intended to function as BMW’s online branding and services platform. The Applicant anticipates employing leading-edge technologies and business practices, to provide Internet users with a trustworthy and positive experience when visiting the sites within the TLD network. The goal is to expand the company’s existing online infrastructure, services and marketing to encourage Internet users to interact with BMW and its affiliates online. Additionally, BMW anticipates having an ample supply of relevant domain names available for its use, which will assist in the marketing of its products, the delivery of its goods and services both directly through the relevant “.BMW” websites and the company’s network of authorized affiliates, and the development of new innovative products.
All “.BMW” domain name registrations will incorporate the Domain Name Registration and Usage Policy for “.BMW,” which outlines the acceptable use guidelines for the space. A draft version of this Policy is provided in the answer to question 18(c) below. Such Policy will be further incorporated into any license agreement made between BMW and its affiliates, dealers, employees, clients or subsidiaries who may from time to time be authorized to license the use of “.BMW” domain names. A licensed domain name may be revoked by BMW at any time if the licensee does not comply with the acceptable use requirements contained in the Policy, or any other contractual requirements as may be established in the particular license agreement.
Domain names within the “.BMW” space may be used to provide specific information about BMW’s products and services, point-of-sale locations, and authorized dealers. They may additionally be used to provide information relevant to, inter alia, particular geographic locations, product lines or promotional activities. For instance, a customer interested in reviewing her purchase history or automobile features might review her client account by logging in at “MYOWN.BMW,” or a client seeking an authorized resale dealer in his area might direct-navigate to a website at “USED.BMW” to look for a listing of local dealerships.
This user-friendly, centralized network of information will greatly benefit Internet users and BMW’s consumers, thus enhancing the reputation of the BMW company and instilling a high level of trust in those who visit the “.BMW” space.
ii) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
The “.BMW” TLD will provide an outstanding alternative to the currently-available gTLD spaces, in that it will serve as an easy-to-locate, centralized source of information. Internet users will quickly come to recognize the space as the sole authentic location to research and interact with the BMW company, which will set the TLD apart from other online spaces. Within the new TLD, the company will be able to easily organize information into a well-integrated, user-friendly format, simplifying navigation for routine and first-time visitors alike. For example, Internet users will be able to directly navigate to intuitive domains and sub-domains within the TLD by utilizing the company’s anticipated easy-to-access network of websites, saving time and resources as compared to the use of a generalized search engine.
The “.BMW” TLD will further enable the company in promoting its products, services and innovations, by providing a wealth of accessible domain names from which to choose. Today, it is often difficult to find a relevant, available domain name for the launch of a new product, or an innovative marketing campaign, from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name may only be available on the secondary market. Often, new domains must be purchased from third parties and closely managed as corporate assets. These expenses and complications, which can hinder companies and, in some cases, delay the release of innovative new products and services to the public, can be dramatically reduced over time. Furthermore, an ample supply of immediately available, inexpensive domain names relevant to BMW and its activities are likely to pay dividends in additional ways which are currently difficult to foresee.
Additionally, the use of the “.BMW” TLD will have the added benefit of reducing the number of domain name registrations that the company will need to register and maintain with existing registration providers. This effect, multiplied across the many companies who choose to own and operate their own TLDs, may as a side effect result in increased competition among the existing registration providers. They may need to compete more fiercely for the remaining business interest in the existing TLDs, with so many organizations offering use and⁄or registration of new TLD domain names. The logical effect should be lower pricing and better service for all Internet users.
As it seems there will be many new “.BRAND” TLDs, BMW expects that consumers will soon learn to distinguish them from the existing TLDs and from new generic, geographical or cultural TLDs. The transition to a branded Internet will be a natural progression as new TLD spaces become available, and BMW believes this “new DNS” will be readily accepted by the online marketplace, in no small part due to the increased advantages and ease of use offered in these streamlined, tightly-controlled spaces. The new “.BMW” TLD space will enhance its already strong customer focus, while at the same time providing Internet users with an intuitive, easy-to-use and secure location.
Furthermore, the proposed “.BMW” TLD will be a “clean space” for consumers seeking information about the company, authorized dealerships, and authentic BMW parts, services and products. Since BMW will have control over all of the registrations in the space, there is no risk of abusive use of these domain names. There will be minimal opportunity for bad actors to impersonate authorized financial agents, perpetrate fraud, or engage in dangerous and illegal internet scams such as phishing or pharming. Internet users will find only authentic, BMW-authorized content within this space, providing them with a level of comfort and safety which the current gTLD landscape cannot give them. The “.BMW” pages will connect Internet users to authorized, safe sites, helping them to find relevant resources and information.
The TLD ultimately is intended to function as BMW’s online branding and services platform supporting the goals of the “.BMW” space. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience.
The goal is to use BMW’s online infrastructure, services and marketing to encourage Internet users to interact online with the company. More specifically, BMW intends for users to perceive the TLD as a trustworthy indicator of the source of its online information and services. BMW will use advanced technical and policy measures to ensure the security of online transactions and communications, and to ensure that domain names in the TLD are only used for authorized purposes. BMW intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.
The TLD will reinforce the ideals of the BMW corporation. Therefore, domains within the TLD will only be used for purposes authorized by BMW, and the company will closely monitor the content of any and all licensed domains. Domain usage guidelines will be established and enforced in order to safeguard the Internet user experience and the reputation of the space. In addition, the TLD will provide an easily navigable and predictable domain name space.
The Internet user can expect, when entering the “.BMW” TLD, to find authentic, up-to-date information displayed in an intuitive, easy-to-navigate fashion. Second-level registrations will be carefully selected by BMW, and their content routinely monitored to ensure that Internet users receive the maximum benefit when utilizing the “.BMW” space.
Thus, the “.BMW” space is designed to provide an unparalleled user experience in terms of stability, safety, and facile user interface.
iv) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
It is envisaged that BMW will be the sole registrant of domain names within the TLD, which will ensure that such domain names only are used for purposes authorized by BMW in its online brand promotion efforts. A draft version of the anticipated Domain Name Registration and Use Policy for the “.BMW” space is provided at the end of the answer to question 18(c).
v) Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users?
BMW intends for users to perceive the TLD as a unique, trustworthy source of its online information and services. User trust is enhanced when said users are confident that they are in fact interacting with the website and service they are intending to interact with, and that their private or confidential information is securely protected. BMW intends to use advanced technical and policy measures to reasonably ensure the security of online transactions and communications, and to reasonably ensure that domain names in the TLD are only used for authorized purposes. BMW intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.
BMW intends to deploy DNSSEC and to comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. BMW will also comply with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information.
Furthermore, BMW already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.
BMW is committed to making the “.BMW” space fully compliant with all published best practices guidelines, including the APWG Anti-Phishing Best Practices for Registrars, and the SSAC docs: SAC 007, 025, 028, 035, 038, 040 (available at: http:⁄⁄www.icann.org⁄en⁄committees⁄security⁄ssac-documents.htm). For further information concerning privacy protections and data security within the “.BMW” space, please refer to the answers contained in sections 23, 26, 28 and 29 below.
vi) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
BMW plans to use the TLD in many of its marketing initiatives and in relation to many of its core operations and services. By effectively communicating to its consumers through branding initiatives, marketing and advertising, BMW believes Internet users will become familiar with the new space. Not only will such marketing inform individuals and prospective clients about the information available within the “.BMW” space for the particular goods or services covered in the advertising, but will also introduce them to the many other opportunities available within the TLD. Once familiar with the space, they will learn to take advantage of the wide range of services offered, and the easy-to-use, intuitive layout of the space overall.
For example, a user who first sees an advertisement for “PRODUCT.BMW” may later directly navigate to search within “.BMW” for information concerning other products or services offered by the company. Besides BMW’s own specific efforts to communicate the “.BMW” TLD to its intended audience, BMW believes it will be the natural next step for its audience, and relevant media organizations, to further communicate information about the TLD as they speak or report about the company. In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent in BMW’s use of the TLD space, and further will be enhanced by the viral nature of communications about the company’s work.
As it seems there will be many other .BRAND TLDs presented to Internet users in the coming years, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit insofar as many Internet users will quickly grasp the concept behind these TLDs, and will expect many companies and corporate communities to operate them in generally consistent ways.
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|gTLD||Full Legal Name||E-mail suffix||z||Detail|
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