.pictet New gTLD Application
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New gTLD Application Submitted to ICANN by: Pictet Europe S.A.
String: pictet
Originally Posted: 13 June 2012
Application ID: 1-1314-50545
Applicant Information
- Full legal name
Pictet Europe S.A.
- Address of the principal place of business
15A, Avenue J. F. Kennedy
Luxembourg 1855
LU
- Phone number
+352 467 1711
- Fax number
+352 224 868
- If applicable, website or URL
http:⁄⁄www.pictet.com
Primary Contact
6(a). Name
Mr. Riccardo BONFERRONI
6(b). Title
Senior web publisher⁄editor
6(c). Address
6(d). Phone Number
+41 58 323 2323
6(e). Fax Number
+41 58 323 2324
6(f). Email Address
Secondary Contact
7(a). Name
Mr. Alexandre Heinrichs
7(b). Title
Head of Digital Communications (Group Corporate Communications)
7(c). Address
7(d). Phone Number
+41 58 323 2323
7(e). Fax Number
+41 58 323 2324
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Société Anonyme
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Grand Duchy of Luxembourg
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.
Pictet & Cie, Geneva
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
11(b). Name(s) and position(s) of all officers and partners
Daniel WANNER Administrator
Jacques DE SAUSSURE Administrator
Jürg EGLI Administrator
Philippe LINIGER Administrator
Pierre ETIENNE Administrator
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
Pictet Canada L.P. Not Applicable
Sopafin Luxembourg SA Not Applicable
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.
pictet
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.
- Known operational problems
Based on the information provided by the technical providers (registry & registrar) there are no known operational problems at the date of application. Pictet (and Verisign as its technical provider) ensured that there are no known operational or rendering problems concerning the applied-for gTLD string ʺPICTETʺ.
Since the gTLD string ʺPICTETʺ 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.
This means that bi-directional issues (like the ones described at http:⁄⁄stupid.domain.name⁄node⁄683) will not occur, also since the TLD string does not contain digits (which behaviour in bi-directional contexts can lead to rendering issues).
As the registry supports right-to-left scripts on the second level, the respective IDN tables were carefully crafted according to IDNA2008 standards to ensure that no rendering issues occur left or right of the dot (ʺ.ʺ) character separating the top and second domain name labels (which are the only labels under the registryʹs control).
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.
- (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.
- Part A - Mission⁄purpose
Pictetʹs dotBrand TLDʹs mission is to support Pictetʹs in concentrating, at all times, on its clientsʹ and web-users specific needs through a new internet presence dimension.
The objective of Pictet is not to become a registry or to generate new sources of revenue by selling domain names. The ʺ.pictetʺ TLD will:
- be at the core of Pictetʹs online brand, marketing and communication strategies;
- serve as a platform around which Pictet will group second-level domains for individual services; branches as well as eventually partners or distributors;
- reinforce online security;
- allow Pictet to strengthen relationships with current customers and business partners;
- target new audiences through innovating marketing; and,
- develop partnerships through co-branding.
Eligibility is the central requirement to apply to and be awarded the use of a ʺ.pictetʺ domain name. It is therefore necessary that underline the eligibility requirements for registration of a ʺ.pictetʺ domain name, and maintain its eligibility throughout the term of the authorization to use.
Are eligible to a ʺ.pictetʺ domain name the following:
- Pictet & Cie and its subsidiary for commercial usages.
- Members of the Pictet family bearing this last name for private or commercial usages
- Business partners of Pictet & Cie and its subsidiary – while domain names will have to be managed by a Pictet entity
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
- Part B - gTLD benefits
18.1 Areas of specialty, service levels or reputation
Founded in 1805 in Geneva, Pictet & Cie is today one of Switzerlandʹs largest private banks, and one of the premier independent asset management specialists in Europe, with over USD 325 billion in assets under management and custody at 31 December 2011. Pictet & Cie is a partnership owned and managed by eight general partners with unlimited liability for the bankʹs commitments.
The Pictet group, based in Geneva, employs more than 3,200 staff. The Group has offices in the following financial centres: Barcelona, Basel, Dubai, Florence, Frankfurt, Hong Kong, Lausanne, London, Luxembourg, Madrid, Milan, Montreal, Nassau, Paris, Rome, Singapore, Turin, Tokyo and Zurich.
Pictet Asset Management (ʺPAMʺ) includes all the operating subsidiaries and divisions of the Pictet group that carry out institutional asset management: Pictet Asset Management SA, a Swiss corporation registered with the Swiss Financial Market Supervisory Authority FINMA, Pictet Asset Management Limited, a UK company authorised and regulated by the Financial Services Authority, and Pictet Asset Management (Japan) Limited, a Japanese company regulated by the Financial Services Agency of Japan.
At 31st December 2011, Pictet Asset Management managed USD 110 billion in assets, invested in equity and bond markets worldwide. PAM has thirteen business development centres across the globe, extending from London, Geneva, Frankfurt, Luxembourg, Madrid, Milan, Paris and Zurich via Dubai, Hong Kong, Tokyo and Singapore to Montreal.
Pictet has a strong web presence with an annual budget of web communication and operations of close to CHF one million and over 50,000 Pictet webpages visited daily. The ʺ.pictetʺ TLD will permit the company to redefine its online web architecture and communication by easing access to application webpages.
18.2 Competition, differentiation, or innovation
The ʺ.pictetʺ TLD will differentiate Pictet from its competitors by bringing a technology innovator feeling to its online presence, marketing activities, clients and partners interactions. The ʺ.pictetʺ TLD will enhance the brand equity servicing various purposes; which may be categorized as follows:
Branding
The ʺ.pictetʺ TLD will enhance Pictetʹs online reputation and client perception. It will give an innovator feeling and demonstrate Pictetʹs sensibility to new technologies and digital businesses
Increase brand value
The ʺ.pictetʺ TLD support Pictetʹs marketing and communication department build a closer relationship with its clients around the Pictet brand; reinforce visibility on the net and thereby increasing brand value. Website will be more memorable.
Website architecture
The ʺ.pictetʺ TLD will permit service based website architecture as compared to a pyramidal used today. Pictet will develop service-based web architecture.
Ease of access & navigability
The ʺ.pictetʺ TLD will serve as a platform to create domain names that are short and easy for consumers to remember, making it easier for people to access the companyʹs information online – notably over mobile devices
Brand visibility in sponsorship
The ʺ.pictetʺ TLD will increase brand visibility in sponsorship and open options for temporary campaigns. The ability to create short and memorable domain names will enhance sponsorship campaigns.
Brand extension
Pictet will have the opportunity to Issue second-level domain names to valued partners and distributors in order to extend the prestige and trust associated with its brand, strengthen relationships, create co-marketing opportunities, and reach new audiences.
Co-Branding
Pictet new TLD will service as a platform for co-branding. Such campaigns will associate events, products or partners to the Pictet brand name. Co-branding campaigns will combine the strength of two brands, in order to increase consumers trust and interest.
Brand association also reinforces the visibility of both entities; increases reach on search engines and strengthen customers trust.
Pictet Family members
Pictet & Cie is a private company named after its foundersʹ name. Today, there are still two associate members from the Pictet family members. Pictet & Cie will give family members the option to use the ʺ.pictetʺ TLD.
18.3 User experience
The objective of Pictet is not to become a registry or to generate new sources of revenue by selling domain names. It intends to increase users experience through reinforced online protection and enhanced webpage browsing
Online protection
The registration policy for Pictetʹs dotBrand will be restricted to only allowing the brand owner and its affiliates to register domain names in order to create a ‘safe-zoneʹ for internet users.
Users of the Pictet website will know to always search for and trust ʺ.pictetʺ sites and email addresses. The goal will be to decrease the risk of consumer confusion, and furthermore minimize the risk of online fraud. The ʺ.pictetʺ will distinguish trusted and official partners. It will be easier for PICTETto assure its online guidelines are being followed.
The ʺ.pictetʺ TLD will protect Pictet against brand infringement in various manners:
Protection of registred Domain Names
Pictet define the registration policy so unwanted activity from domainers or cyber squatters could be prevented by creating a strict policy.
All registrations will be handled on a one-on-one so risks involving third parties will be mitigated.
Pictetʹs registration policy will be set so domain names are never transferred to licensees that arenʹt validated.
Control over the chain of trust
The ʺ.pictetʺ extension will be DNSSEC enabled and safe to surf from day one.
Protection against typosquating
Registering Pictetʹs own TLD will allow to proactively registering common mistyped URLʹs and direct them towards the correct website. Pictet will also track and trace domain names that were visited, but not registered yet.
Protection against Phishbing
By registering the ʺ.pictetʺ TLD and educating the client, phishing attacks will gradually miss their effect
Ease of access & navigability
The ʺ.pictetʺ TLD will permit service based website architecture as compared to a pyramidal used today. Pictet will develop service-based web architecture. Domain names will be shorter and easier for consumers to remember, therefore easing access to the companyʹs information online – notably over mobile devices.
In certain cases, the content will be tailored according to the registrant entity; for instance affiliates, partners, clients or the head office.
18.4 Registration policy
Any entity will be able to submit a request for a domain creation according to eligibility requirements, terms and conditions as defined below. The GCC (Group Corporate Communication) department will be the sole point of contact for internal and external parties submitting a request to use the ʺ.pictetʺ.
The ʺ.pictetʺ domain names allocation committee will analyse and evaluate requests for the TLD usage.
The committee members will be:
– Jacques de Saussure, senior partner
– Frank Renggli, head of Group Corporate Communications Geneva
– Jean-Pierre Therre, Director security & Group Managing Director
– Alexandre Heinrichs, head of Digital Communications
– Riccardo Bonferroni, senior web publisher
– Jérôme Wymann, product manager pictet.com
The registration process will last between 1 and 8 weeks from submission according to the ʺ.pictetʺ committee meetings schedule. Registration policies will differ by user groups as detailed below.
Internal usages
The committee will define a list of domain names Pictet to be created for the transition of the existing webpages to the new architecture. Selected geographic names will also be protected upon the allocation of the ʺ.pictetʺ TLD.
The registry operator will ensure a Trademark Claims service during the start-up phase as provided in the registry agreement. These mechanisms will be supported by the established Trademark Clearinghouse as indicated by ICANN.
For new domain names requests from internal users, the following procedure will be applied:
- Request to be addressed to the GCC department via email
- Analysis and evaluation by the ʺ.pictetʺ committee
- Unanimous validation of the decision by the ʺ.pictetʺ committee
- If request accepted, setup by the GCC department in coordination with the technical providers
Family members
The following procedure will be applied:
- Request by a family member to be addressed to the GCC department via mail;
- Analysis and evaluation by the ʺ.pictetʺ committee in coordination with the business partnerʹs Pictet point of contact;
- Unanimous validation of the decision by the ʺ.pictetʺ committee;
- Analysis and evaluation by two members of the Pictet family; namely Ivan Pictet (former Senior partner) and Stéphane Pictet (Web Entrepreneur);
- Unanimous validation by Ivan Pictet and Stéphane Pictet;
- If the proposition is accepted, setup by the GCC department in coordination with the technical providers.
Distributors and business partners
Case 1: Demand coming from a business partner
The following procedure will be applied:
- Request by a business partner to be addressed to the communication department via mail;
- Analysis and evaluation by the ʺ.pictetʺ committee in coordination with the business partnerʹs Pictet point of contact;
- Unanimous validation of the decision by the ʺ.pictetʺ committee;
- If the proposition is accepted, setup by the communication department in coordination with the technical providers.
Case 2: Proposition from the bank to a business partner
The following procedure will be applied:
- Request by a Pictet employee addressed to the communication department via mail
- Analysis and evaluation by the ʺ.pictetʺ committee
- Unanimous validation of the decision by the ʺ.pictetʺ committee
- Proposition to the business partner
- Acceptation or refusal of the proposition to be addressed to the ʺ.pictetʺ committee
- If the proposition is accepted, setup by the communication department in coordination with the technical providers
18.5 Protection
Protecting trademark holdersʹ rights and maximizing domain name distribution opportunities during the ʺ.pictetʺ launch phase is critical to its successful introduction and operations. In launching its TLD, Pictet will ensure meeting the ICANN requirements for Sunrise and Trademark Claims and set-up procedures respecting the 1995 Directive on Data Protection (Directive 95⁄46⁄EC) of the European Commission.
ICANN is in the process of developing processes and procedures for the operation of the Trademark Clearinghouse (TMCH) as well as selecting the vendor(s) to operate the TMCH. Once ICANN finalizes these issues, Verisign will be able to identify the services to be provided to support Pictetʹs.
Pictet will ensure that the Sunrise and Trademark Claims services address ICANNʹs requirements and ensure a compliant introduction of the ʺ.pictetʺ.
Procedure for the launch of the ʺ.pictetʺ TLD:
- a) Prior to Sunrise⁄ TLD launch: the registry operator will populate a list of reserved names and will reserve the right to register domain names during the pre-launch phase. The list will be made available to the registrar and potential eligible registrants as an additional procedures to minimize any abusive registrations and other activities that would have a negative impact on Internet users
- b) Prior to general availability: Pictet will ensure a Trademark Claims service during the start-up phase as provided in the registry agreement. This mechanism will be supported by the established Trademark Clearinghouse as indicated by ICANN. The Trademark Claims service provides notice to potential registrants of existing trademark rights, as well as notice to rights holders of relevant names registered. Registry operators may decide to continue offering the Trademark Claims service after the relevant start-up phase. The registry operator will also implement safeguards against allowing unqualified registrations in accordance to, the registryʹs eligibility restrictions or policies
- c) Sunrise: allow physical persons, organizations and entities that meet the eligibility requirements in force at that point in time to choose the domain names that are identical to their trademarks;
- d) General availability: other available domain names may be registered by physical persons, organizations and entities that meet the eligibility requirements in force at that point in time to choose the domain names in accordance with the applicable terms and conditions. In any case, Pictet reserves the right to impose additional and other restrictions from time to time at its sole discretion;
18.6 Outreach & Communication
Marketing campaign to promote the ʺ.pictetʺ internally and externally will be made of direct communications through newsletters, mailings, banners on websites, advertisements in electronic media, press releases.
Internal communication
PICTET employees will be informed by means of internal digital media communication tools (Newsletter, Intranet and emailing) about:
- The benefits for Pictetʹs web presence, marketing & communication
- Q&As about ʺ.pictetʺ for external parties
External communication
Pictet will inform its clients and business partners about the new Pictet web presence by means of a digital newsletter.
Pictet doesnʹt aim promote the use of the ʺ.pictetʺ TLD by third parties such as distributors and business partners. Meanwhile, account executives and the marketing department will be informed of the procedure for the ʺ.pictetʺ TLD application as defined above.
Pictet will also not promote of the ʺ.pictetʺ TLD for commercial or non-commercial usages to family members.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
- Part C – Operating Rules
18.7 Application process
Application process - Internal users
The communication department will Group Corporate Communication (GCC) department will coordinate and address all requests for and usages of the ʺ.pictetʺ TLD.
Application process - Distributors and business partners for co-branding
Distributors or business partners may be awarded the use of the corporate TLD upon the decision by the marketing and communication department. All applications will require validation by the committee as defined above.
Application process - Pictet family members
Pictet family members will have the opportunity to apply for a domain name on a first-come⁄first served basis. All applications should be addressed to the communication department and will undergo an evaluation process to evaluate non-interference of the domain name required and the bankʹs activities.
18.8 Cost benefits for registrants
The pricing policies will differ according to the usages of the ʺ.pictetʺ. Only usage by family members for commercial purposes will be charged. The pricing wonʹt be subject to cost benefits.
Fees - Internal users
No fees will be charge for internal usages.
Fees - Distributors and business partners
No fees will be charge to distributors or business partners.
Fees - Pictet family members
Pictet family members will have the opportunity to request the use of the ʺ.pictetʺ extension.
- The use of the TLD will be provided free of charge for non-commercial site based on the full name of a family member: ex: www.jean-francois.pictet.
- Commercial usages will be charged at an operational fee of CHF 5,000 per year; for instance: www.travel.pictet.
18.9 Contractual commitments
Contractual terms & conditions will differ according to the usages of the ʺ.pictetʺ.
Internal users - Contractual terms & conditions
No contractual commitments will apply to internal users. The GCC department will operate the ʺ.pictetʺ similarly to their current operations for the ʺpictet.genereic TLDsʺ.
Distributors and business partners - Contractual terms & conditions
Distributors or business partners will be granted the use of the ʺ.pictetʺ extension on the basis of a five years contractual agreement.
Pictet family members - Contractual terms & conditions
Family members will be offered the option to obtain initial domain name registrations on the basis of a five years contractual agreement.
Case 1: domain name based on a family memberʹs name; ex: jean-francois.pictet, and for non-commercial usages: free-of-charge
Case 2: domain name for commercial usages based or not on a family memberʹs name; ex: ex: jean-francois.pictet for commercial usages or travel.pictet
Annual fees will be CHF 5,000. Annual fees will be re-evaluated at the contract termination based on the Swiss consumer price index (CPI).
For internal uses, Pictet the GCC department will monitor the content posted on the ʺ.pictetʺ TLD as it is already the procedure for Pictetʹs web presence.
For external uses, Pictet will have a right of inspection on the content posted on domain names using the ʺ.pictetʺ TLD to verify its compliance with the Pictet & Cie code of conduct, ethics and business activities.
Note : All above prices are excluding VAT.