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|
|.seat||SEAT, S.A. (Sociedad Unipersonal)||abril.cat||View|
i. What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
Indisputably, a .seat Top Level Domain will strengthen the brand and will enhance its recognition internationally which will naturally increase the value of the company as a result.
The proposed TLD will also reinforce the company’s strategic positioning by offering high-end customized online services branded under SEAT’s own TLD, which will leverage the brand equity and differentiate the company online from the company’s targeted competitors.
With the proposed TLD, SEAT pretends to create a platform between prospects, clients, brands and dealerships by:
* Integrated virtual and physical sales channel
* New homogenized dealer websites
ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
The .seat TLD will create a name space specific for the SEAT brand and it is intended to innovate with new business models. This new space will not only distinguish the brand placing the company as a pioneer within the automotive industry, but will help reaching new potential customers as well as expanding SEAT’s target market.
The .seat TLD will be a significant amplifier of the brand’s branding and marketing efforts by creating innovative marketing programs for customers, partners and suppliers. These programs can generate new revenue streams, stronger customer loyalty and will bring the brand closer to the partners. SEAT’s main objective is to become the leader brand within the automotive sector in Spain throughout the reinforcement of the preference of potential buyers and the fidelity of its clients. Some of the actions that SEAT has undertaken will cohabit in perfect harmony with SEAT’s own Top Level Domain, which will be an excellent vehicle to carry them on and put them in practice in the digital world:
* Reinforce the concept of proximity of national brand
* Amplify the product range targeted to new segments under the .seat TLD label
* Create new strategies and creative concepts throughout the different channels.
* Redefinition of the club SEAT as a link with existing clients.
* Be the referent brand in the utilization of new channels.
* Adaptation to the current market situation with special communication campaigns
Efforts to explore the possibilities to strengthen relationships with current business partners, dealerships and suppliers will be undertaken by SEAT through the Single Registrant Single User structure.
By owning SEAT’s own Top Level Domain, the brand will have an entire TLD space that will be controlled exclusively by the company, and will have an unlimited selection of website domain names to market the brand according to its communications strategies and priorities.
The .seat TLD will also be used for product branding, a lengthy procedure on traditional media and centric addresses, has a new array opportunities with the identity-centric TLD. SEAT will be able not only to promote the brand but also its cars, targeting them as follows:
SEAT is passionate perfectionists and emotional technologists. SEAT gives design a purpose, brings technology to life and thinks ahead its competitors by being a constant innovation company.
One of SEAT’s key differentiators from competition with its own Top Level Domain, is that the brand name will be secured at the top level of the Internet hierarchy. This will allow SEAT to differentiate itself on the Internet and maximize its online marketing activities, expand the company’s distribution channels and innovate with new business models that will divert into a natural increase of sales and improvement of brand recognition.
Finally, the .seat TLD will help to create a powerful, secured community, which can assist in combating against counterfeiting and cybersquatting abuse as well as to protection, manage and monetize Intellectual Property digital assets (trademarks and copyrights).
Compared to most existing TLDs, the .seat TLD user experience will greatly enhance predictability and memorability of domain names.
Users will have greater comfort on the context of naming variants (redirected to the canonical forms) will systematically be activated. Clients and potential customers seeking for information will be able to get accustomed to the predictability of .seat domain names. As a result, they also avoid stumbling upon typo-squatting, robotized pay-per-click traps or domain-for-sale pages.
.seat TLD will simplify the way their customers find information about the company on the Internet by creating a more easy and understandable web address and will drive customers into deeper levels of engagement with the brand. This engagement can increase:
* ease of use
* customer service efficacy
The .seat TLD will give services of virtual communities to their clients. All keywords related to the brand will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience driven by the company’s vocation for unquestionable quality, beautiful aesthetics exciting experiences, innovation and the brand’s greatest value: success.
The .seat TLD will provide shorter URLs to their digital customers who look for ways to make their browsing and linking experience more streamlined and will offer user services via online portals which will customize the customer experience to an unprecedented degree by offering URLs.
Social media will of course play a crucial role within the introduction and promotion of the string to the name space scenario and therefore the branding exercise, throughout the global but also local social networks, will be fundamental for a truly user experience of the new extension.
iv. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
The .seat TLD will be for the exclusive use of Seat and its Affiliates for the Group’s services and purposes. SEAT does not contemplate at this stage opening the registration to any third party. Therefore, the mandatory registration agreement will refer to the following terms and conditions:
a) Eligibility: The registrant will be SEAT or any Affiliate.
b) Name selection: .seat domain name registrations must be related to SEAT services and products.
c) Use and content: .seat domain names may only be used in relationship to SEAT or its Affiliates’ services and purposes, subject to the approval of SEAT. Domain names used must be commensurate to the role and importance of SEAT services.
(i) SEAT will register and maintain all domain name registrations within .seat for its own exclusive use, and that
(ii) SEAT will not sell, distribute or transfer control or use of any registrations in .seat to any third party that is not an Affiliate of SEAT, and that;
(iii) Application of the Registry Operator Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement to .seat is not necessary to protect the public interest;
SEAT will request the exemption to the above mentioned Registry Operator Code of Conduct, and expects ICANN to grant such exemption as Seat provides reasonable satisfaction of the conditions hereof expressed. SEAT may in the future consider extending the use of domain names for employees, customers and partners, but this is not foreseen neither allowed in the current description of the registration policies.
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.
SEAT recognizes first-hand that this is a relevant issue and an evolving area of law in which there is no international standard. The protection of privacy and confidential information of registrants and users will comply with applicable Law, in particular the European Data Protection framework and the Catalan and Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.
Nevertheless, the specific model of the .seat TLD and the registration policies as described above limit to a great extent the possible concerns on privacy, as no third parties and even less individuals will be allowed to register .seat names.
vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
Outreach and communications will be entirely done in-house for internal communication to inform SEAT’s stakeholders. Externally, outreach and communication efforts will be focused on advertising campaigns in the various existing media with strong emphasis on digital media and via point-of-sale to inform the general public following their globally integrated, coherent and unified brand strategy which will prove their capability of adapting to change, which is one of their keys for their commercial success and their international prestige.
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|gTLD||Full Legal Name||E-mail suffix||z||Detail|