.man New gTLD Application
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New gTLD Application Submitted to ICANN by: MAN SE
String: man
Originally Posted: 13 June 2012
Application ID: 1-1869-92391
Applicant Information
- Full legal name
MAN SE
- Address of the principal place of business
Ungererstraße 69
München 80805
DE
- Phone number
+49 89 36098 0
- Fax number
+49 89 36098 250
- If applicable, website or URL
Primary Contact
6(a). Name
Mr. Elmar Knipp
6(b). Title
CEO
6(c). Address
6(d). Phone Number
+49 231 9703 0
6(e). Fax Number
+49 231 9703 200
6(f). Email Address
Secondary Contact
7(a). Name
Mr. Dietmar Knipp
7(b). Title
CEO
7(c). Address
7(d). Phone Number
+49 231 9703 0
7(e). Fax Number
+49 231 9703 200
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
MAN SE
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
The Council Regulation on the Statute for a European Company 2157⁄2001 is an EU Regulation containing the rules for a public EU company, called a Societas Europaea, or ʺSEʺ. An SE can register in any member state of the European Union, and transfer to other member states.
8(c). Attach evidence of the applicant's establishment.
Attachments are not displayed on this form.
9(a). If applying company is publicly traded, provide the exchange and symbol.
9(b). If the applying entity is a subsidiary, provide the parent company.
9(c). If the applying entity is a joint venture, list all joint venture partners.
Applicant Background
11(a). Name(s) and position(s) of all directors
Dr. Georg Pachta-Reyhofen CEO
Dr. Rene´ Umlauft CEO
Frank Lutz CEO
Jörg Schwitalla CEO
11(b). Name(s) and position(s) of all officers and partners
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
Volkswagen AG Shareholder of MAN SE
11(d). For an applying entity that does not have directors, officers, partners, or shareholders: Name(s) and position(s) of all individuals having legal or executive responsibility
Applied-for gTLD string
- Provide the applied-for gTLD string. If an IDN, provide the U-label.
man
14(a). If an IDN, provide the A-label (beginning with "xn--").
14(b). If an IDN, provide the meaning or restatement of the string in English, that is, a description of the literal meaning of the string in the opinion of the applicant.
14(c). If an IDN, provide the language of the label (in English).
14(c). If an IDN, provide the language of the label (as referenced by ISO-639-1).
14(d). If an IDN, provide the script of the label (in English).
14(d). If an IDN, provide the script of the label (as referenced by ISO 15924).
14(e). If an IDN, list all code points contained in the U-label according to Unicode form.
15(a). If an IDN, Attach IDN Tables for the proposed registry.
Attachments are not displayed on this form.
15(b). Describe the process used for development of the IDN tables submitted, including consultations and sources used.
15(c). List any variant strings to the applied-for gTLD string according to the relevant IDN tables.
- Describe the applicant's efforts to ensure that there are no known operational or rendering problems concerning the applied-for gTLD string. If such issues are known, describe steps that will be taken to mitigate these issues in software and other applications.
Q16 - Operational or Rendering Considerations with Regard to the gTLD String
The MAN SE (and Knipp Medien und Kommunikation GmbH as its technical provider) ensured that there are no known operational or rendering problems concerning the applied-for gTLD string ʺmanʺ.
Since the gTLD string ʺmanʺ is an ASCII-only string, it is safe to assume that, just like with existing ASCII-only TLD strings like .com, .net or .de, no operational or rendering problems may be expected. In particular, the name consists only of ASCII characters that are already used for existing top level domains; all the characters in the name are even used in the leftmost position of existing TLD labels. In order to confirm this, Knipp Medien und Kommunikation GmbH conducted a thorough research regarding whether operational or rendering issues occurred for any existing ASCII-only top level domain in the past. The results of this research confirmed the assumption.
Since the registry does not support right-to-left scripts on the second level, bi-directional issues (like the ones described at http:⁄⁄stupid.domain.name⁄node⁄683) will not occur.
Moreover, the gTLD string exclusively uses characters from a single alphabet, does not contain digits or hyphens, and it contains characters that are not subject to homograph issues, which means there is no potential for confusion with regard to the rendering of other TLD strings.
Finally, Knipp Medien und Kommunikation GmbH set up a testing environment for the .man TLD using the TANGO Registration System, including an EPP SRS, Whois and DNS servers, in order to conduct a series of tests involving typical use cases (like web site operation and e-mail messaging) for a TLD. The tests revealed no operational or rendering issues with any popular software (web browsers, e-mail clients) or operating systems.
- (OPTIONAL) Provide a representation of the label according to the International Phonetic Alphabet (http://www.langsci.ucl.ac.uk/ipa/).
Mission/Purpose
18(a). Describe the mission/purpose of your proposed gTLD.
- Q 18 (a): Describe the mission⁄purpose of your proposed gTLD.
The MAN Group is one of Europeʹs leading manufacturers of commercial vehicles, engines and mechanical engineering equipment with annual revenue of approximately €16.5 billion and around 52,500 employees worldwide, producing at 28 production sites in 31 countries. MAN supplies trucks, buses, diesel engines and turbomachinery as well as turnkey power plants. MAN’s divisions hold leading positions in their respective markets. Munich-based MAN SE is one of the 30 leading companies in Germanyʹs DAX equity index.
The MAN Groupʹs strategy aims to create sustainable value in Commercial Vehicles and Power Engineering. MANʹs strategy: Focus on transportation and energy, customer orientation, after-sales activities, profitable international growth, technology leadership.
The Industrial Governance management system is a part of this. It clearly distributes roles, centralizing the companyʹs strategic management and strengthening the operational responsibility of its three subgroups: MAN Truck & Bus, MAN Diesel & Turbo and MAN Latin America. Each division must measure itself against its strongest competitor.
The MAN Groupʹs Guiding Principles outline the scope for the responsible and sustainability-driven conduct of all MAN employees. Our Corporate Values of being reliable, innovative, dynamic and open play a key role in our success on both product markets and the capital markets as well as in attracting qualified employees and in social acceptance of all our business activities.
MAN has been around for over 250 years.
- Our mission in the operation of the .man gTLD
Our mission is to link the letters MAN as closely as possible to the largest company worldwide under this name (we have been having it since 1908) - offline and online. MANʹs whole digital business strategy depends on an .man architecture. - With a nTLD .man we strengthen our brand and increase our customerʹs and the Web Communityʹs loyalty and trust. It is our goal to protect our trademark as well as the reputation of your company. Our own TLD will tie together various elements of our brand architecture and will place us as innovation leaders within our sector. - With an own TLD our customers and Web users can rely on the security of our Website. - Web users seeking reliable first-hand information about our products or our company will benefit from the possibility to limit the search to the contents of .man domains. - An own nTLD will allow us to create short and easily memorable domain names. - We are expecting userfriendlyness via easy to remember domain names, above all for mobile access - Online marketing will be able to make use of many new opportunities: online marketing campaigns with customized URLS, a wide range of eye-catching slogans. - The own TLD will give us full control over our worldwide online presence: it gives us the choice whether we want to restrict the use of our TLD to departments within the company or whether we want to allow our partners or resellers to use our brand TLD for company-approved purposes. We can establish our own requirements and policies that ensure that our quality standards are met at any time. - The .man will be used as proof of identity: Customers, resellers, and partner companies that are awarded .man domains are clearly visible for their customers, potential customers, and the Web Community as certified and competent enterprises.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
- Q 18 (b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
Internet users will be able to rely on a protected trademark, our company’s reputation works as a proof of quality. Our customers and Web users in general can be 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 Web Communityʹs loyalty and trust.
Internet users seeking reliable first-hand information about our products or our company will benefit from the possibility to limit the search to the contents of .man domains. Companies, resellers or other partner institutions can be granted use of the .man TLD as a proof of identity and quatlity and will also benefit from our companies reputation.
- Q 18 (b) i.) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
The .man TLD is a single registrant gTLD with its focus on our company, our customers, suppliers, partners, contractors, and especially on our products and services.
The goal of our operation of the .man gTLD is, among others, to improve the brand communication and to strengthen the customer and partner relationship.
- Q 18 (b) ii.) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
Web users will find more specialised and in-depth information on MAN products and services on .man domains than anywhere else in the Internet.
While for most domains within our brand gTLD the focus will be on information and content rather than on innovative Web technologies, some marketing campaigns and project sites will probably stand out with high end technologies and concepts. (truck configurator, mobile optimisation)
- Q 18 (b) iii.) What goals does your proposed gTLD have in terms of user experience?
MANʹs intention is to provide Web users with the best possible user experience for their demands: our research has shown that the demands of the MANʹs website users lie mainly in search for product and company information. MAN will continue monitoring and quality assurance.
- 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. The use od all .man domains will be limited to MAN and its partners. We will be deciding on the use of second level domains based on our business requirements and priorities.
We will also have policies to maintain content integrity that will not proliferate to domains that are not relevant.
- 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.
MAN will monitor and safeguard compliance with all applicable data protection and privacy laws.
MAN will use its marketing and communications channels to make public the fact that it has obtained this gTLD and its uses, benefits and protections.
- Envisioned Purpose of the .man gTLD
7.1 Product Presentation
It is MANʹs strategy to align product porfolio under one umbrella. The presentation under the .man extension will create a focused brand perception and ensure a strong product-brand-relationship. The target audience are customers (existing ones as well as potential new customers), MAN partners and MAN fans.
Contents of .man domains in this category range from the mere presentation of the product portfolio with a clear message defining the relationship between the MAN brand and the product, to the highlights on future products and services. An example for a product related URL could be tgx-efficientline.man.
7.2 Marketing
Another important use case of the MAN brand gTLD are marketing campaigns and other brand building projects. We will create a unique space in the DNS to celebrate the customer benefits of MAN, with domain names and contents tightly coupled to campaigns or slogans. The target audience are MAN customers (existing ones as well as potential new customers) and MAN fans.
Possible contents are customer success stories and other user generated content, as well as dialogue platforms. A potential marketing campaign URL could be the.new.man.
7.3 Human Resources
The MAN gTLD will serve as an information board for people considering a career at MAN. The goal is to position MAN 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 work at MAN as well as easy-to-access development opportunities. A potential domain name would be work.at.man.
7.4 Portfolio Extensions
In addition to the field of product related domains described above, the strategy of MAN also comprises the use of the MAN brand TLD to prepare and support the companyʹs moves into new offer areas. Dedicated .man 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 MAN customers (existing ones as well as potential new customers).
Contents in this category would be information on the new products or services, connecting them to existing MAN offers. An imaginable domain name could be light.range.man, for example.
7.5 Events and Sponsorship
.man domains will also be applied to the presentation of events and related activities. This will raise awaerness of MANʹs aktivities, strengthen the customer loyalty and secure MANʹs position as a market leader. Audience are media representatives of all kinds as well as customers (existing MAN customers as well as potential new ones) and MAN fans.
Contents will comprise 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 event.man.
7.6 End-Customers
In this field of the MAN brand gTLD usage we address end-customers, no matter whether they belong to the group of actual MAN customers or not. Projected contents are presentations or tests of existing and future products in order to gather feedback and ideas from the Customer Community. The intention is to improve the products based on the userʹs needs, to increase the awareness and to evaluate and seize market opportunities. An URL would be poweredby.man.
7.7 Corporate Social Responsibility
MANʹs will collect 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, media and the public in general. An illustrative URL would be responsible.man.
7.8 Partnerships
MAN will 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 domain name would be primeserv.man.
7.9 Custom Market Sites
A further vision is the use of MAN gTLDs to present custom-tailored information adapted to the special needs of certain countries or markets. The audience are MAN customers (existing ones as well as potential new customers), and partners (again, existing and new ones). The domain emea.man is a possible example for contents targeted at the the region Europe, the Middle East and Africa.
- Usage of second and third level domains
MAN will 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.man, the.new.man, etc. This allows for well structured information and will leverage a deep level of association with the target audience.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
- Q 18 (c) What operating rules will you adopt to eliminate or minimize social costs (e.g., time or financial resource costs, as well as various types of consumer vulnerabilities)? What other steps will you take to minimize negative consequences⁄costs imposed upon consumers?
It is important to note that MAN does not intend to to sell domains to a third party at any time. Therefore social costs (e.g., time for financial resource costs, as well as various types of consumer vulnerabilities) will not occur. Neither will there be any negative consequences⁄costs imposed upon consumers.
- Q 18 (c) i.) How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first-serve basis?
As mentioned above we are not intending to sell domains to third party. 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.
- Q 18 (c) ii.) Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
Due to the reasons stated above there wonʹt be any costs or cost benefits for registrants (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
- Q 18 (c) iii.) Note that the Registry Agreement requires that registrars be offered the option to obtain initial domain name registrations for periods of one to ten years at the discretion of the registrar, but no greater than ten years. Additionally, the Registry Agreement requires advance written notice of price increases. Do you intend to make contractual commitments to registrants regarding the magnitude of price escalation? If so, please describe your plans.
As we do not intend to sell domains there will be no contractual commitments to registrants regarding the magnitude of price escalation.
Community-based Designation