.movistar New gTLD Application
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New gTLD Application Submitted to ICANN by: Telefónica S.A.
String: movistar
Originally Posted: 13 June 2012
Application ID: 1-1791-84637
Applicant Information
- Full legal name
Telefónica S.A.
- Address of the principal place of business
Gran Vía 28
Madrid Madrid 28013
ES
- Phone number
+34 915 844 500
- Fax number
+34 914 095 650
- If applicable, website or URL
http:⁄⁄telefonica.com
Primary Contact
6(a). Name
Mr. Alfredo Timermans
6(b). Title
Director de Política de Telecomunicaciones, Oficina Internacional Telefónica S.A.
6(c). Address
6(d). Phone Number
+34 914 823 674
6(e). Fax Number
+34 914 823 674
6(f). Email Address
Secondary Contact
7(a). Name
Mr. Javier Seriñá
7(b). Title
Jefe de Políticas Públicas, Oficina Internacional Telefónica S.A.
7(c). Address
7(d). Phone Number
+34 914 823598
7(e). Fax Number
+34 914 823 674
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Sociedad Anónima
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Ley de Sociedades de Capital, aprobada por Real Decreto Legislativo 1⁄2010, and any other applicable legislation in the Kingdom of Spain and in the European Union
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.
BME_Spanish_Exchange;TEF
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
Alfonso Ferrari Herrero Consejero
Antonio Massanell Lavilla Consejero
Carlos Colomer Casellas Consejero
César Alierta Izuel Presidente
Chang Xiaobing Consejero
David Arculus Consejero
Francisco Javier de Paz Mancho Consejero
Gonzalo Hinojosa Fernández de Angulo Consejero
Ignacio Moreno Martínez Vicepresidente
Isidro Fainé Casas Vicepresidente
José Fernando de Almansa Moreno-Barreda Consejero
José María Abril Pérez Consejero
José María Álvarez-Pallete Consejero
Julio Linares López Consejero Delegado
Luiz Fernando Furlán Consejero
María Eva Castillo Sanz Consejera
Pablo Isla Álvarez de Tejera Consejero
Peter Erskine Consejero
11(b). Name(s) and position(s) of all officers and partners
Angel Vilá Boix Director General de Finanzas y Desarrollo Corporativo
César Alierta Izuel Presidente Ejecutivo
Guillermo Ansaldo Lutz Director General de Recursos Globales
José María Álvarez-Pallete Presidente Telefónica Europa
Julio Linares López Consejero Delegado
Luis Abril Pérez Secretario General Técnico Presidencia
Matthew Key Presidente de Telefónica Digital
Ramiro Sánchez de Lerín Secretario General
Santiago Fernández Valbuena Presidente de Telefónica Latinoamérica
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
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.
movistar
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 .movistar Registry (and CORE Internet Council of Registrars as its technical provider) ensured that there are no known operational or rendering problems concerning the applied-for gTLD string ʺmovistarʺ.
Since the gTLD string ʺmovistarʺ 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, CORE Internet Council of Registrars 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, CORE Internet Council of Registrars set up a testing environment for the .movistar TLD using the CORE 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.
Q18-Mission-Purpose-a
Telefonica S.A. is submitting the .movistar application for the exclusive use of the Telefonica Group in connection with the Movistar operating commercial brand in Spain an Latin-American (Telefonica is one of the world leaders integrated operator in the telecommunication sector, providing communication, information and entertainment solutions, with presence in Europe and Latin America) present in: Spain, Argentina, Chile, Colombia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Peru, Uruguay, Venezuela and Costa Rica.
Movistar, with one single voice for both individual and small and medium enterprises, brings together all the capacities of the leading integrated offer for the first time on a global level by placing customers in the center of all the brand’s activity in order to build strong emotional connections and long-lasting relationships.
Movistar’s vision is the synthesis of what the company aims to be and is, expressed as a promise to its main audiences.
Telefonica Group is also applying for .telefonica for institutional purposes and .terra in order to reinforce its brand image and to empower its own identity, specially in the geographical areas where this fast-growing expanding brand operates, Spain and Latin America.
The .movistar TLD Registry will be operated by Telefonicaʹs subsidiary Interdomain, as part of the domain-name services it provides to Telefonica. Interdomain was established in 1997 to develop the domain-name activities within the Telefonica Group. Interdomain is an ICANN-accredited registrar since 2000, and has the required expertise and know-how to handle the .movistar TLD Registry operations based on its extensive experience in managing more than 150.000 domain names.
The goals of the .movistar TLD are:
- To facilitate digital communications between the brand, its providers, investors and stakeholders, institutions, clients and employees,
- To strengthen the image of Movistar and hence, the image of the Telefonica Group in the on-line world,
- To unify the brand in the digital world,
- To facilitate access to Movistar’s information for users,
- To improve Movistar’s customer security, trust and loyalty,
- To control Movistar’s Internet presence,
- New marketing opportunities,
- New business opportunities,
- To enhance brand recognition,
- To increase the value of the company, and hence, the brand.
This is to be achieved by:
- Creating a platform between prospects, clients, partnerships, stakeholders, investors and employees
- Creating an integrated virtual and physical service channel
- Creating homogenized websites with all the brand’s services and social activities.
This has implied the need to reposition the Movistar brand through values and personality that increase ties with its customers, readjust the portfolio of products and services to the new reality of brand architecture and create a future system that can respond to the evolution of the business.
Telefonica has been following with interest ICANN’s new gTLD program since its inception and the group has gathered the required intelligence to adopt an educated decision. Telefonica understands the opportunities and the responsibility of what the gTLD process implies, and is fully committed to run a piece of Internet infrastructure through the .movistar TLD.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
Q18-Mission-Purpose-b
How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
- What is the goal of your proposed gTLD in terms of areas of speciality, service levels, or reputation?
Speciality
The proposed TLD will also reinforce the brand’s strategic positioning by offering high-end customized on-line services branded under its own TLD, which will leverage the brand equity and differentiate the entity on-line from the brand’s targeted competitors.
The .movistar TLD will prove its commitment, integrity, professionalism and teamwork as well as will enhance the trust of its customers, employees, shareholders, investors and society based on the highest quality services that will be provided by Movistar’s different professional web sites comprised under its own Top Level Domain.
Service levels
Protecting the brand and having exclusive control of what can be done is a top priority for Movistar and for the Telefonica Group. It will benefit both in controlling the brand presence on-line and will help the group to protect its trademark as well as the company reputation. It will limit security risks, posed by scams based on counterfeit identities in the second level domain name registrations under any other existing TLD, that may be registered due to their possible similarities with Movistar that can be purchased and put to fraudulent use, tarnishing the brand’s reputation.
Reputation
Unquestionably, the .movistar Top Level Domain will strengthen the group’s brand and will enhance its recognition internationally, a fact that will naturally increase the value of the brand and the group as a result.
“Life is more if we share it”, is the sentence that helps out clarifying the reason why of the brand in an aspirational way and that reflects its strategic thinking. A sentence that draws the limits of the emotional territory that Movistar would like to build in its relationship and communications with clients.
Throughout Movistar’s values and personality, Movistar increases the links with its clients, realigns its product and services portfolio to the new reality of the brand’s architecture and creates a system that allows the brand responding to the evolution of the business in the future, and hence, its desire of obtaining Movistar’s own Top Level Domain to approach Movistar’s business and philosophy to its clients and to the overall society.
The .movistar TLD will create a peerless unprecedented link with Movistar’s worldwide community of users.
Given the fact that Movistar belongs to Telefonica, the values and the meaning of what the .movistar TLD will represent, are aligned with the group’s structure of extending its client focus, its leveraging scales and its strategic and industrial alliances, those being:
* Social commitment and responsibility
* Long-term vision and strategy
* Proximity to customers and key clients
* Excellence in service
* Technological innovation
* Model of corporate governance
* Sense of belonging for all stakeholders and targeted audience
- What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
Competition
This new space will not only distinguish the brand placing the company and the group as a pioneers within the telecommunications sector nationally and internationally, but will help reaching new potential customers as well as expanding Movistar’s target market.
Differentiation
The .movistar TLD will be a significant amplifier of the company’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.
Movistar, as part of Telefonica’s brand new model, focuses on customers by evolving to meet their needs, which are evolving towards an increasingly convergent and global environment. Movistar has grown up as a brand, it has become the trademark in Spain and Latin America for all the brand’s land line and mobile products and services. Thus, from a pragmatic approach and using the existing reality as leverage, its brand’s visual identity has evolved to become more formal, adult and mature. This change is a direct response to Movistar’s new business strategy and the new brand model designed and implemented by the Group, and therefore, having the brand’s own Top Level Domain, the .movistar TLD will reinforce the efforts that Movistar has done for achieving its own identity. It will showcase the innovative spirit and the client vocation of this expanding and internationally recognized brand present in 14 countries and it will indeed represent a tremendous opportunity for the brand to reinforce its image internationally as an strategic long-term opportunity.
Movistar is well known for its social responsibility in its operating markets, Spain and Latin America, the .movistar TLD will also reinforce the brand’s efforts of sponsoring sport and musical events in the above mentioned geographical areas, which will be easily recognized for being labelled under the .movistar domain name.
Telefonica Group aims to consolidate as a digital and global Company, and to become a leading digital services provider. Nowadays, Telefonica manages around 6000 domain names. Telefonica, and therefore, Movistar will be able to reduce the most significant part of its defensive registrations portfolio, as it focuses in promoting its .movistar TLD.
Innovation
The changes taking place in the current economic globalisation and technological convergence have made innovation a key tool for Movistar to achieve its revenue growth and operating cost control targets. The innovation management model is progressing through three lines of action: implementing a global innovation platform applied locally at the business units; developing capabilities in order to leverage long-term business opportunities; and offering a global response to competitors and global partners. The .movistar TLD will be a new integrator item within the brand’s innovation management that will bring cohesion and will tie up the different elements of the brand architecture in a modern and digitalized way.
Some of the great challenges, benefits and innovative elements that the .movistar TLD will bring to the brand, and hence the general group’s structure are:
* To strengthen its leadership internationally within the Telecommunications industry
* To diversify its business towards companies
* To balance its territorial presence, both nationally and internationally
* To grow internationally
* To maintain a distinctive investment portfolio
* To maintain financial strength
* To improve on return of investments
* To progress in organisational efficiency and flexibility
* To develop and motivate talent
* To underline its social commitment
* To communicate the aims of the brand and the group, both internally and externally
- What goals does your proposed gTLD have in terms of user experience?
Compared to the existing generic TLDs, the .movistar TLD experience will greatly enhance mnemonics and security. The .movistar TLD will simplify the way the 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 will increase:
* Affinity
* Ease of use
* Customer service efficiency
* Sales
The .movistar TLD will give services of virtual communities to their clients. All keywords related to the entity will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience.
Regarding key clients, the usage of the domain name the .movistar TLD will be linked to preferential and differential usages to increase fidelity towards the brand. The domain names under the .movistar TLD will be a sign of warranty and trust towards all the brand’s different audiences.
The .movistar TLD will provide shorter URLs to Movistar’s digital customers who look for ways to make their browsing and linking experience more streamlined. It will also offer user services via on-line 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 social networks will be fundamental for a truly user experience of the new extension.
- Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
The .movistar TLD will be for the exclusive use of Telefonica and its affiliates for the brand’s services and purposes. Telefonica 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 Telefonica or any affiliate.
- b) Name selection: .movistar domain name registrations must be related to Movistar’s services and products.
- c) Use and content: .movistar domain names may only be used in relationship to Telefonica or its affiliates’ services and purposes, subject to the approval of Telefoncia. Domain Names used must be commensurate to the role and relevance of Movistar services.
Considering that,
(i) Telefonica will register and maintain all domain name registrations within .movistar for its own exclusive use, and that
(ii) Telefonica will not sell, distribute or transfer control or use of any registrations in .movistar to any third party that is not an Affiliate of Telefonica and that;
(iii) application of the Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement to .movistar is not necessary to protect the public interest;
Telefonica will request the exemption to the above mentioned Code of Conduct, and expects ICANN to grant such exemption as Telefonica provides reasonable satisfaction of the conditions hereof expressed. Telefonica 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.
- 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.
Telefonica 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 the Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.
Nevertheless, the specific model of the .movistar 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 .movistar names.
- 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 Telefonica’s and Movistar’s stakeholders in the 14 countries where Movistar operates. 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 and above all, Telefonica’s 306.06 million clients.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
Q18-Mission-Purpose-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?
As explained in the registration polices above, the .movistar TLD will only be open to registrations by Telefonica and its affiliates and the domain names will only be used for Movistarʹs legitimate services and products in a way that is commensurate to their role and importance within Movistar’s strategy.
These rules guarantee that the no costs need to be borne by trademarks and other intellectual property rights owners in monitoring the .movistar zone and protecting against abuses from registrations. This similarly applies to personal names, geographic names, Intergovernmental Organizations based in an International Treaty, and in general, any third party interested in protecting their identity.
The .movistar TLD uses related to Movistar’s telecommunications activities and its affiliates will have a positive effect on security, both on Movistar’s own customers and over the Internet as a whole as it will greatly reduce the risks of effective phishing, or any other malicious conduct, a serious concern for the financial sector as a whole.
- How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first- serve basis?
Being the .movistar TLD for the exclusive use of Telefonica and its affiliates, first-come, first served will be the only available and reasonably possible, should multiple applications for the same domain name happen, as unlikely as this appears for this TLD model.
- Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
In a model in which the Registry is the sole and exclusive registrant of the domain names in the TLD, Telefonica does not believe that it makes sense to apply any such pricing measure.
- 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.
In accordance to Specification 9, point 6 of the Base gTLD Registry Agreement, as published in Module 5 of the Applicant Guidebook, Telefonica , taking into account that will operate the .movistar TLD for its exclusive use, will request an exemption to the Registry Operator Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement. Telefonica does not intend to provide any special contractual commitments to registrants, as the only allowed registrants will be Telefonica and its Affiliates.
Other than that, Telefonica will comply with any of the TLD Registry Agreement’s obligations, such as offering registration of domain names for periods of one to ten years, and the pricing provisions as contained in the Agreement.