.INTEL New gTLD Application
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New gTLD Application Submitted to ICANN by: Intel Corporation
String: INTEL
Originally Posted: 13 June 2012
Application ID: 1-1695-84442
Applicant Information
- Full legal name
Intel Corporation
- Address of the principal place of business
2200 Mission College Boulevard
Santa Clara CA 95054
US
- Phone number
+1 408 765 8080
- Fax number
+1 408 765 9904
- If applicable, website or URL
Primary Contact
6(a). Name
Mr. Philip Lodico
6(b). Title
Managing Partner
6(c). Address
6(d). Phone Number
+1 202 223 9252
6(e). Fax Number
6(f). Email Address
Secondary Contact
7(a). Name
Ms. Martha Ford
7(b). Title
Marketing Specialist
7(c). Address
7(d). Phone Number
+1 503 621 6235
7(e). Fax Number
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Corporation
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Laws of the State of Delaware, US
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.
NASDAQ;INTC
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
Andy D. Bryant Director, Vice Chairman of the Board
Charlene Barshefsky Director
David B. Yoffie Director
David S. Pottruck Director
Frank D. Yeary Director
James Douglas Plummer Director
Jane E. Shaw Director, Chairman of the Board
John J. Donahoe Director
Paul S. Otellini Director, President, and Chief Executive Officer
Reed H. Hundt Director
Susan L. Decker Director
11(b). Name(s) and position(s) of all officers and partners
- Douglas Melamed Senior Vice President and General Counsel
Andy D. Bryant Executive Vice President - Technology, Manufacturing and Enterprise Services, Chief Administrative Officer
David E. Perlmutter Executive Vice President, Chairman - Intel China
Paul S. Otellini President and Chief Executive Officer
Stacy J. Smith Senior Vice President and Chief Financial Officer
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.
INTEL
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.
Intel Corporation (“Intel”) foresees no known rendering issues in connection with the proposed .INTEL gTLD for which it is applying. This answer is based upon consultation with Intel’s selected back-end provider, Neustar, Inc. (“Neustar”), which has successfully launched a number of new gTLDs over the last decade. In reaching this determination, Neustar analyzed the following data:
-ICANN’s Security Stability Advisory Committee (SSAC) entitled Alternative TLD Name Systems and Roots: Conflict, Control and Consequences (SAC009);
-IAB - RFC3696 “Application Techniques for Checking and Transformation of Names”
-Known software issues which Neustar has encountered during the last decade launching new gTLDs;
-Character type and length;
-ICANN supplemental notes to Question 16; and
-ICANN’s presentation during its Costa Rica regional meeting on TLD Universal Acceptance.
- (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.
18.1 Mission and Purpose of .INTEL
Intel Corporation (“Intel”) is the world’s leading semiconductor chip maker. Intel develops advanced integrated digital technology, primarily integrated circuits (semiconductor chips etched with interconnected electronic switches), for industries such as computing and communications. In addition, Intel develops computing platforms designed to provide optimized solutions. Intelʹs goal is to be the preeminent computing solutions company powering the worldwide digital economy. Intel is seeking to transform from a company with a primary focus on the design and manufacture of semiconductor chips for PCs and servers, to a computing company that delivers complete solutions in the form of hardware and software platforms and supporting services.
Intel’s products are sold and purchased by customers worldwide, and Intel content is accessible in multiple TLDs, including the .COM gTLD and the .CN, .RU, .NL, .IT, and .JP ccTLDs.
In 2011, Interbrand ranked the Intel brand as the 7th most valuable in the world, with an estimated value of $35 billion. The preservation of this brand is of paramount importance to Intel in all aspects of its operations, including and especially on the Internet. Operating the brand as well as its ULTRABOOK mark as gTLDs will likely be an important part of its digital strategy in the future.
Therefore, through a unified corporate approach, Intel intends to submit two gTLD applications for the strings .INTEL and .ULTRABOOK.
Intel will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Intel’s online strategy as a leading global computing company.
The intended future mission and purpose of the .INTEL gTLD is to serve as trusted, hierarchical, and intuitive namespace provided by Intel and potentially its qualified subsidiaries and affiliates for Intel brand customers and other consumers to aid in achieving the goal stated above. Although Intel is committed to moving forward with the .INTEL gTLD application, at the time of filing this application, there has not been enough time, and currently there is not enough market information available, to fully analyze and evaluate all potential use case options.
Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of new gTLDs. The .INTEL gTLD is planned as a .BRAND gTLD, with the goal of protecting Intel’s online presence and identity, expanding its marketing and promotion efforts, and providing a secure channel for online products and services.
Intel intends to initially limit registration and use of domain names within the .INTEL gTLD to Intel and possibly its qualified subsidiaries and affiliates. This initial limited use will allow Intel to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt Intel from its annual Code of Conduct Compliance requirements.
After establishing operations and achieving full sustainability, Intel will evaluate whether opportunities exist to carry out the business strategy for the .INTEL gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Intel and its qualified subsidiaries and affiliates.
Intel currently plans a four-stage rollout for the .INTEL gTLD. The dates of these stages are subject to change depending upon business, strategic, and industry factors at the time.
- Stage One
The initial stage of implementation of the gTLD will involve Intel registering a limited number of .INTEL second-level domain names.
This initial use will provide Intel’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .INTEL gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Intel staff to coordinate with the internal and external staff responsible for the application, delegation, and setup phases of the .INTEL gTLD to ensure a proper transition from delegation to full operation.
- Stage Two
Once all testing has been successfully completed, Intel will begin allocating domain names in .INTEL for more widespread internal corporate use. During this same period of time, Intel will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to Intel’s new gTLD.
It is in Stage Two that Intel will evaluate expanding the operations of the gTLD to permit registration by other registrants, such as licensees and⁄or strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Intel’s business model.
- Stage Three
Depending upon the analysis of the evaluations undertaken in Stage 2, Intel may begin to implement the permanent migration of Internet traffic away from the TLDs in which Intel’s domain names are currently registered, and toward the .INTEL gTLD. It is in this stage that Intel also may implement its decision to extend registration rights to licensees or strategic partners, depending upon compliance with Specification 9 as noted above.
After consideration of the following factors: analysis of Intel’s existing domain name portfolio; internal analysis of marketing initiatives; and Intel’s full control over the number of registrations in the .INTEL gTLD namespace, Intel is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.
- Stage Four
Based on its experience during the initial stages of operation, and based on its experience with any expansion implemented in Stage Three, Intel will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of registrants, including potential customers of Intel. It is anticipated by Intel that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.
Potential use of the .INTEL gTLD will also be driven by Intel’s future business strategies as identified in its annual report and investor filings, see http:⁄⁄www.intc.com⁄annuals.cfm.
Utilizing current projections based upon Intel’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, Intel estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in the answer to Question 46 of this application.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
18.2 How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
Intel Corporation believes that the proposed .INTEL gTLD has the potential to offer the following benefits to Internet users and consumers:
1) Establish a trusted source of information and an online marketplace for consumers who purchase goods and services through Intel’s online e-commerce solutions, for investors and third parties seeking information, and for the general Internet user population;
2) Provide Intel and its qualified subsidiaries and affiliates with short and memorable Internet addresses and improve navigation to products, services, advertising campaigns, public interest content, public awareness initiatives, etc.;
3) Through the adoption of new gTLDs by the wider Internet user community, consumers may benefit from a lower incidence of phishing and malware, which are often associated with mistypes of domain names in the .COM space that are owned by cybersquatters, since consumers will be navigating to domain names in the .INTEL gTLD;
4) Minimize the cost and need for defensive registrations because domain names will be allocated by Intel within the .INTEL gTLD to Intel and potentially qualified subsidiaries and affiliates; and
5) Develop a potential platform for the secure access to, and purchase and distribution of Intel products and information to consumers, in order to minimize the potential for infringing goods and services.
Intel currently operates a number of corporate websites using a variety of top-level domain names. A representative sampling of Intel websites that incorporate geographical identifiers into the domain name include:
Intel.cn
Intel.ru
Intel.it
Intel.nl
Intel.co.kr
Intel.co.jp
Intel.eu
Intel.vn
Intel believes that the .INTEL gTLD can provide an online single-source identifying function for current and future Intel customers around the world that can replace the current approach of heavily relying on ccTLD registrations, to which Intel must resort as it expands into different global markets.
18.2.1 What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
The primary mission and purpose of the .INTEL gTLD is to provide a trusted, hierarchical, and intuitive online vehicle to deliver Intel content, information on Intel’s business and focus, and other goods and services. As Intel continues to expand, the company will continue to pursue and develop opportunities to market and distribute its online content and products to consumers in the U.S. and internationally, through a variety of platforms, including the Internet and mobile devices. Given that customers increasingly demand access to Intel brands through a number of channels, such as domain names and the address bar, Intel believes that the .INTEL gTLD has the potential to provide an innovative, virtual avenue to Intel branded products that will deepen and broaden its relationship with consumers.
Most importantly, Intel will be able to provide access to its products and online content in a namespace devoid of piracy, cybersquatting, and other malicious activities. Providing consumers with a trusted experience is paramount to Intel, and the .INTEL gTLD will be used to achieve this goal.
While companies such as Intel fight a never-ending battle to protect valuable intellectual property from piracy and fraud on the Internet, the .INTEL gTLD potentially offers consumers a safe and intuitive means of accessing authorized content from Intel and potentially its qualified subsidiaries and affiliates.
18.2.2 What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
As a branded gTLD, the primary driving factors of the .INTEL gTLD are differentiation and innovation. The success of the gTLD will be measured not by the number of domain names registered, but rather by the levels of consumer recognition and trust that are placed in the .INTEL gTLD. Using this benchmark, Intel will strive to build consumer recognition and trust through usage of the .INTEL gTLD that rise to the level found in the .EDU and .GOV gTLDs.
As noted above, Intel is a leading global computing solutions company striving to power the worldwide digital economy. The .INTEL gTLD has the potential to serve as a cornerstone of Intel’s online strategy, if the potential benefits that ICANN has projected become a reality.
18.2.3 What goals does your proposed gTLD have in terms of user experience?
Intel believes that the .INTEL gTLD will provide a single, trusted, ecosystem experience for the millions of consumers worldwide who purchase Intelʹs goods, as well as those seeking information provided by Intel, such as investors and members of the press. In addition to providing consumers with short, memorable, and intuitive domain names, consumers will know that all domain names and content are owned and controlled by Intel, thus protecting users from potential infringing, pirated, or harmful content within the .INTEL gTLD.
The initial use of the .INTEL gTLD will be narrow, with Intel registering a limited number of second-level domain names. This initial use will provide Intel’s IT and security personnel with the ability to run a number of tests to ensure seamless and secure access to the Intel website, and interoperability with various software and Web⁄mobile-based applications. Once the appropriate security and stability issues have been satisfactorily addressed, Intel will likely begin allocating domain names for internal corporate use and may redirect new .INTEL domain names to pre-existing content. This phased rollout will likely take place over a multi-year period, but is subject to change depending upon a range of external factors.
During this same period of time, Intel will evaluate potential strategies to migrate all traffic away from the current network of second-level domains registered in various gTLDs to the .INTEL gTLD. This will provide customers with a single, trusted online source for all Intel products and services.
18.2.4 Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
Intel currently intends for the .INTEL gTLD to be used exclusively by Intel and possibly its qualified subsidiaries and affiliates. Because of this condition, and because the Intel mark is a valuable brand, the protection of which is paramount to the company, Intel intends to address registration and use requirements in its corporate⁄affiliate agreements, rather than in a domain name registration agreement.
Notwithstanding this, Intel will incorporate all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the terms and conditions of the domain name registration agreement that each qualified subsidiary and affiliate may execute.
18.2.5 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.
Intel recognizes that this is an evolving area of law for which there are no international standards. However, due to the fact that every domain name will be registered to Intel or potentially a qualified subsidiary or affiliate, Intel has a vested interest in ensuring that accurate and current domain name information is readily available in connection with each .INTEL domain name. For the .INTEL gTLD, all private and confidential information will be protected.
Intel will ensure that the operation of the .INTEL gTLD will be consistent with Intel’s Online Privacy Notice, available here: http:⁄⁄www.intel.com⁄sites⁄sitewide⁄en_US⁄privacy⁄full.htm
In addition, Intel intends to incorporate contractual language in its Registry-Registrar Agreement (RRA) modeled after language which has been included in the template Registry Agreement, and which has been successfully utilized by existing ICANN gTLD Registry Operators. The template Registry Agreement states “Registry Operator shall (i) notify each ICANN-accredited registrar that is a party to the registry-registrar agreement for the TLD of the purposes for which data about any identified or identifiable natural person (“Personal Data”) submitted to Registry Operator by such registrar is collected and used under this Agreement or otherwise and the intended recipients (or categories of recipients) of such Personal Data, and (ii) require such registrar to obtain the consent of each registrant in the TLD for such collection and use of Personal Data. Registry Operator shall take reasonable steps to protect Personal Data collected from such registrar from loss, misuse, unauthorized disclosure, alteration or destruction. Registry Operator shall not use or authorize the use of Personal Data in a way that is incompatible with the notice provided to registrars.ʺ
18.2.6 Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
While Intel sees potential for the .INTEL gTLD to play a role in the company’s future online strategy, the extent of the likely benefits is currently uncertain due to questions of consumer recognition, the adoption of new gTLDs, and the response from search engines in the marketplace that will influence the usage of the gTLD and communication about that usage.
As a first step, Intel plans to initially start using .INTEL domain names as redirects to existing Intel .COM domain names. As the aforementioned questions are answered over time, Intel may decide to initiate a targeted, pilot rollout using select gTLD domains as primary addresses and, after careful analysis and study of this rollout, Intel may engage in a broader initiative, should the results be satisfactory and in accordance with the company’s overall strategic goals. The actual usage of .INTEL domain names will dictate what public communications and consumer outreach is done to encourage navigation to the .INTEL gTLD. This is not limited to, but may include, advertising, media outreach, in-store communications, and email campaigns.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
18.3.1 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)?
Intelʹs proposed operating rules to limit registration to Intel and potentially its qualified subsidiaries and affiliates will provide a trusted online environment for consumers to access Intelʹs online content and, by default, will minimize social costs. This verified ecosystem provides consumers with a single, trusted source for Intel brand products and information with a substantially lower risk of fraud, misdirection, infringement, or scams. Intel does not anticipate consumer vulnerabilities. In fact, Intel’s expectation is that the usage of the .INTEL gTLD will eliminate some of the vulnerabilities that Intel brand customers face in the Internet today. In addition, there is no need for other trademark and brand owners to defensively register second-level domains in the .INTEL gTLD.
18.3.2 What other steps will you take to minimize negative consequences⁄costs imposed upon consumers?
Intel believes that the proposed operation of the .INTEL gTLD as set forth in this application has no known negative consequences or cost implications to consumers. On the contrary, the proposed operation of this registry will likely lead to direct benefits for consumers as outlined above.
18.3.3 How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first-serve basis?
Intel does not envision multiple applicants for the same domain name, as domain names will only be allocated to Intel and possibly its qualified subsidiaries and affiliates.
18.3.4 Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
Intel does not envision any advantageous pricing, introductory discounts, or bulk registration discounts because these marketing⁄commercial initiatives are inconsistent with the mission and purpose of the .INTEL gTLD as a trusted online source identifier. Moreover, it is the current intention of Intel to provide domain name registrations to itself and possibly its qualified subsidiaries and affiliates at no cost. However, Intel reserves the right to reevaluate this business decision in the future and may impose a nominal fee upon partners or affiliates should it be deemed beneficial or relevant to Intelʹs overall business strategy.
18.3.5 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.
Intel is committed to providing the domain name registration periods set forth in the Registry Agreement. However, as noted above, as a branded gTLD, the registration and use of a .INTEL domain name by a third party, if any, will be conditioned upon a separate commercial and⁄or affiliate relationship with Intel. Therefore, providing contractual commitments in a domain name registrant agreement regarding the magnitude of price escalations does not seem relevant or appropriate. Additionally, as noted above, the current business model envisions Intel providing domain name registrations to itself and possibly its qualified subsidiaries and affiliates at no cost. However, as stated above, Intel reserves the right to reevaluate this business decision in the future and may impose a nominal fee upon partners or affiliates should it be deemed beneficial or relevant to Intel Corporation’s overall business strategy.
Intel acknowledges that the current template Registry Agreement requires that the Registry Operator “shall offer registrars the option to obtain registration periods for one to ten years at the discretion of the registrar.” However, Intel, as the sole registrant within the .INTEL gTLD, will only be registering domain names on an annual basis.