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.


iii) What goals does your proposed gTLD have in terms of user experience?

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.

gTLD	Full Legal Name	E-mail suffix	Detail
.finish	Reckitt Benckiser N.V.	rb.com	View

18(b)i. What is the goal of your proposed gTLD in terms of areas of specialty, service levels or reputation?

The key goals of the proposed new .finish gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. RB also seeks to foster its online reputation and provide an authoritative internet space, that will have a true global reach, through which RB is able to communicate with its customers easily, directly and effectively. The ability to create domain names on demand related to specific marketing, specialty service and product development related to its FINISH brand supports these goals. Strengthened security measures, service levels and more effective functionality will provide a trusted and positive user experience.

18(b)ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

It is anticipated that the proposed .finish gTLD will make positive contributions to the wider internet community by providing:

Differentiation (Increased trust):
The .finish gTLD will simplify how internet users interact with RB by providing a distinctive clear domain space relating to its world leading FINISH brand that is easy to find. Internet users will be able to directly navigate to the .finish gTLD site, saving time and resources searching for an official site through the use of shorter Uniform Resource Locators (URLs). The current domain name system has shown that it is vulnerable to malicious abuses due to registration of domain names which seek to exploit consumer confusion. RB can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .finish domain space and thus reducing the risk of cyber squatting. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .finish domain space, which will differentiate interaction between internet users and RB.

Competition:
The differentiation of .finish gTLD as a trusted site for RB will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under .finish domain space. As a result, .finish will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .finish will be distributed not only to its direct customers, but to the internet community at large promoting improved services and competitive pricing in the market place.

Innovation:
With the expansion of the internet community to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses and organisations establishing a coherent global online brand presence to meet their evolving business needs. It is often difficult to register domain names such as the FINISH brand in existing domain space due to unavailability of the desired name and in various existing gTLDs and ccTLDs. This problem is amplified for organisations such as RB who work across many different jurisdictions and geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party. RB has the ability to create second or third level domain names including the use of geographic names on demand which are relevant to its customer base, services and products. RB will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system providing greater consumer choice and customer satisfaction.

18(b)iii. What goals does your proposed gTLD have in terms of user experience?

The proposed .finish will provide a positive user experience, which meets the changing and growing needs of the global internet community. RB will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by RB. Therefore, .finish gTLD will:
- provide an easy, clear and intuitive reference and access point for internet users;
- represent authenticity thus promoting user confidence and brand trust;
- direct internet users to relevant information in a timely and easy manner by creating domain names on demand using shorter URLs;
- use geographic names to localise its websites to connect with internet users in the relevant regions and to comply with local laws;
- enhance security and minimise security risks by implementing necessary technical and policy measures;
- strengthen brand reputation and user confidence by eliminating user confusion; and
- prevent potential abuses in the registration process reducing overall costs to businesses and users.

In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, RB will use geographic names to localise its websites in the countries that cover its current markets and countries in which growth is expected. The use of geographic names is intended to:
- connect internet users with relevant information as applicable to the territory; and
- comply with required rules and regulations in the national territory.

The .finish gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes. Although the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .finish gTLD will reduce potential abuses in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately contribute towards promoting ICANN’s core values in benefiting the public interest.




18(b)iv. Provide a complete description of the applicantʹs intended registration policies in support of the goals listed above

The proposed registration policy is attached in response to Question 28.

Only affiliate entities of RB will be eligible to register domain names in .finish at this stage. The domain name registration processes will address the requirements mandated by ICANN, including rights abuse prevention measures. As the use of the .finish gTLD expands and evolves, RB may consider expanding the use of .finish gTLDs at a later date. Such expansion processes will comply with all policy, operational and technical requirements and will adhere to applicable measures to protect customer trust and the stability of the internet.

18(b)v. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

RB is committed to protection of privacy and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user’s confidential information. RB complies with the Data Protection Act 2001 (the Netherlands) which implements directive 95⁄46⁄EC on Data Protection.

Privacy is of fundamental concern to most of RB’s customers as such RB has a strong interest in ensuring a high level of privacy protection for its customers.

The Reckitt Benckiser Group has implemented privacy policies to demonstrate its commitment to the protection of user privacy and confidential information. As an example, the corporate website privacy policy outlines which information is collected when internet users visit its website and how this information will be used. It confirms that the Reckitt Benckiser Group does not collect personally identifiable information, unless the internet user provides it to the Reckitt Benckiser Group voluntarily. If the internet user has provided such personally identifiable information then the Reckitt Benckiser Group may use this information to provide requested services to customers, improve its products and services and to enhance user experience. It also confirms that the Reckitt Benckiser Group does not knowingly collect any personally identifiable information from individuals under thirteen years of age and provides its contact details in order to provide internet users with an opportunity to access, request modification or deletion of their personal information held by the Reckitt Benckiser Group.

As the .finish gTLD will only be available to affiliate entities of RB, initially, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. RB will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status, registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, RB will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

RB will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both RB and its users interacting with RB online. DNSSEC provides additional security by validating information in the transmission, therefore it is intended to benefit those who publish information in the domain name system (DNS) and the users who retrieve information from the new .finish gTLD. RB already implements measures to provide security to its users and to protect the confidential information of its users against misuse, loss, alteration and unauthorised access. Collection of any personally identifiable information is covered with a 256-bit, centrally provisioned Secure Sockets Layer (SSL) certificate. This includes login and registration, and any contact us pages where personally identifiable information is collected.

RB will continue to apply security measures of at least the same level as those currently implemented and will comply with all other policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .finish domain space.

18(b)vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The proposed new gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity. .finish domain names will be included on all FINISH brand communications to promote the new .finish gTLD, including TV, radio, print and online advertising in all markets to familiarise consumers with the new domain and promote consumer trust.

During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. However, over time, it is foreseen that communication to the internet community of the existence of the proposed new gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.


As a restricted gTLD, registration will only be open to internal users (affiliate entities) at this stage and no third parties will be able to register domain names under .finish domain space. Therefore, it is not anticipated that third party trademark owners will incur costs in relation to the .finish gTLD. The affiliate entities wishing to register domain names must ensure that all the policy requirements for registration are satisfied. RB will utilise the services of the proposed Trademark Clearinghouse to ensure that domain names registered and the use of those domain names, do not infringe any registered third party intellectual property rights.

No unaffiliated third party will be permitted to register domain names at this stage. It is estimated that time and money spent by consumers who have been targeted by malicious abuse in utilising services on the internet will reduce over time as a result of the new, trusted .finish gTLD.