18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameE-mail suffixDetail
.ifmifm electronic gmbhknipp.deView

Q18 b)

Q18b - Mission⁄Purpose

1. Q 18 (b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

We expect that our proposed gTLD will benefit Internet users in so far as it will help us protect our trademark and our company’s reputation in order to offer Internet users a seal of quality. Our customers and Internet users in general will be able to rest assured that a website with our brand’s TLD is authentic and secure. This will help strengthen our brand while increasing our customers’ and the Internet Communityʹs loyalty and trust.

Internet users seeking reliable first-hand information about our products or our company will benefit largely from the possibility to restrict the search space to the contents of .ifm domains. Companies, reseller or other institution with whom we partner and to whom we want to give domain space under the .ifm TLD will benefit from this reputation as well.

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

The .ifm TLD is a single registrant gTLD with its focus on our company, our customers, suppliers, partners, contractors, and especially on our products and services. This implicates a high degree of specialty. The Internet Community can expect to find more accurate, reliable, relevant and up-to-date information on us and our products and services than elsewhere in the domain name space.

The goal of our operation of the .ifm gTLD is, among others, to improve the brand communication and to strengthen the customer and partner relationship. As such, it lies in our own interest to achieve service levels that guarantee for a satisfying user experience. The same holds for reputation.

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

We are planning to enable Internet users to find more specialised and in-depth information on ifm products and services on .ifm domains than anywhere else in the Internet.

While for most domains within our brand gTLD the focus will be on the content rather than on innovative Web technologies, some marketing campaigns and project sites will probably stand out with bleeding-edge technologies and concepts.

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

A delightful user experience is likely to improve brand perception in the same way that a bad one is likely to damage it. As such, it is ifmʹs intention to provide Internet users with the best possible user experience. To achieve that, ifm is planning to implement monitoring and quality assurance measures.

5. Q 18 (b) iv.) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

We are not intending to sell domains to third parties. We will be deciding to offer the second level domains based on our business requirements and priorities. Requesters do not have a right to a particular domain.

Additionally, ifm will have its own registration policies to assign second level domains. We will also have policies to maintain content integrity that will not proliferate to domains that are not relevant.

6. Q 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. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

ifm will monitor and safeguard compliance with all applicable data protection and privacy laws.

As for outreach and communications, ifm will use its marketing and communications channels to socialise the fact that it has obtained this gTLD and its uses, benefits and protections to target audiences.

7. Envisioned Purpose of the .ifm gTLD

7.1 Product Presentation

It is ifmʹs strategy to align product offerings under a unique umbrella. The conjunct offering under the .ifm extension will create a focused brand perception and ensure a strong product-brand-relationship. The addressed target audience are customers (existing ones as well as potentially new customers), and ifm partners.

Imaginable contents of .ifm domains in this category range from the mere presentation of product offerings, along with a clear message defining the relationship between the ifm brand and the product, to the envisioning of future products and services. A potential products related URL could be pt100.ifm, for example.

7.2 Marketing

Another important use case of the ifm brand gTLD is to serve as a platform for marketing campaigns and other brand building projects. We will create a unique space in the DNS to celebrate the customer benefits of ifm, with domain names and contents tightly coupled to campaigns or slogans. The addressed target audience are analysts and ifm customers (existing ones as well as potentially new customers).

Possible contents are customer success stories and other user-submitted content, as well as forums to initiate user dialogues.A potential marketing campaign URL could be the.new.ifm.

7.3 Human Resources

The ifm gTLD is further planned to serve as a fascinating information board for people considering a career at ifm. The strategy is to position ifm as a leading employer and to raise the userʹs awareness of the company in general and open positions in particular. Main target audience are recruiters and potential hires.

Among the contents of the planned recruiting domains are videos and employee testimonials giving insights into the interesting work at ifm as well as easy-to-access development opportunities. A potential domain name would be joinus.ifm.

7.4 Portfolio Extensions

In addition to the field of product related domains described above, the strategy of ifm also comprises the use of the ifm brand TLD to prepare and support the companyʹs moves into new offer areas. Dedicated .ifm domains can serve as a showroom to introduce products and services in the new area while sustaining a clear connection to the brand. Target group in this case are analysts and ifm customers (existing ones as well as potentially new customers).

To give an example, potential contents in this category would be information on the new products or services, alongside with a clear message of the relationship to existing ifm offers. An imaginable domain name could be mobile.ifm, for example.

7.5 Events and Sponsorship

Another envisioned application of .ifm domains is to announce and present events and related activities. The goal is to increase the interest in ifmʹs offers, to strengthen the customer binding, and eventually to maintain the position of ifm as a market leader. Audience for this type of ifm domains are media representatives of all kinds as well as customers (existing ifm customers as well as potentially new ones).

Conceivable contents are event-specific information like presentations or highlights, product news (where applicable), and forums for discussion (for attendees, virtual participants, or other interested parties). A possible domain name would be competition.ifm.

7.6 End-Customers

In this field of the ifm brand gTLD usage we address end-customers, no matter whether they belong to the group of actual ifm customers or not. Projected contents are presentations or trials of existing and future products in order to gather feedback and ideas from the Community. The intention is to improve the products based on the userʹs needs, to increase the awareness level, and to evaluate and seize market opportunities. An illustrative URL would be poweredby.ifm.

7.7 Corporate Social Responsibility

It is also ifmʹs strategy to gather the information on all social, environmental and related efforts at a central place to clearly communicate the companyʹs position in this field to customers, investors, analysts, and media in general.

7.8 Partnerships

In an additional sphere of activity, ifmʹs strategy is to build a platform that bundles all partner related communication and information channels. This will leverage access to product related information and support for our partners on the one hand and strengthen the relationship on the other hand. Target audience for this platform are current and potential partners. A thinkable domain name would be partners.ifm, for example.

7.9 Custom Market Sites

A further vision is the use of ifm gTLDs to present custom-tailored information adapted to the special needs of certain countries or markets. The addressed audience are analysts, ifm customers (existing ones as well as potentially new customers), and partners (again, existing and new ones). The domain emea.ifm is a possible example for contents targeted at the the region Europe, the Middle East and Africa.

8. Usage of second and third level domains

It is ifmʹs intention to deploy multiple levels of sub domains for all the use cases described in the Envisioned Purpose section above. I.e., potential domain names are technical.partners.ifm, the.new.ifm, etc. This allows for well structured information offerings and will leverage a deep level of association with the target audience.

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gTLDFull Legal NameE-mail suffixzDetail
.manMAN SEknipp.deCompare
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