.mango New gTLD Application
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New gTLD Application Submitted to ICANN by: PUNTO FA S.L.
String: mango
Originally Posted: 13 June 2012
Application ID: 1-1784-26967
Applicant Information
- Full legal name
PUNTO FA S.L.
- Address of the principal place of business
Mercader 9-11, Polígon Industrial Riera de Caldes
Palau-Solità i Plegamans Barcelona 08184
ES
- Phone number
+34 938 602 468
- Fax number
+34 938 602 215
- If applicable, website or URL
http:⁄⁄www.mango.com
Primary Contact
6(a). Name
Mr. Sergi Moreu Soler
6(b). Title
International Relations Manager at UBILIBET
6(c). Address
6(d). Phone Number
+34 932 654 145
6(e). Fax Number
+34 932 329 544
6(f). Email Address
Secondary Contact
7(a). Name
Mr. Julio Pardo de Atin Santano
7(b). Title
Consultancy Department Director at UBILIBET
7(c). Address
7(d). Phone Number
+34 932 654 145
7(e). Fax Number
+34 932 329 544
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Sociedad Limitada (Limited Liability Corporation)
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Real Decreto Legislativo 1⁄2010, de 2 de julio, por el que se aprueba el texto refundido de la Ley de Sociedades de Capital, and any other applicable law in Catalonia, the Kingdom of Spain and 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.
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
Enric Casi Bruno Consejero as representative of KAPIT ADMINT S.L.
Isak Andic Ermay Consejero, Presidente y Consejero Delegado as representative of MANGO MNG HOLDING S.L.
Nahman Andic Ermay Consejero, Secretario y Consejero Delegado as representative of MANGO MNG S.L.
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
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.
mango
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 .mango 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 ʺmangoʺ.
Since the gTLD string ʺmangoʺ 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 .mango 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.
PUNTO FA S.L. is submitting the application of .mango TLD for the exclusive use of the MANGO Group of companies (Punto Fa and its Affiliates).
As such, the .mango TLD is the new domain name specifically designated for the fashion Spanish-based international brand MANGO, a renowned company present in over 100 countries within the five continents.
The MANGO Group is the holder of a number of trademarks in many different jurisdictions. Among many others, the International trademark (registration number: 613.600), and 25 trademarks in Spain for all kind of products and services: trademark M 1164248 for clothing (Nice class 25); trademark M 1214416 for colours and materials (Nice class 2); trademark M 1214428 for jewellery (Nice class 14); trademark M 1214451 for communication services (Nice class 38); trademark M 1804317 for textile materials not comprised in clothing (Nice class 24), etc.
The .mango TLD Registry will be operated by Punto Fa with the support of UBILIBET, S.L., a consulting firm specialized in the information society, offering its customers comprehensive consulting solutions in information and communication technology.
The goals of a .mango TLD are:
- To facilitate digital communications between the brand, its providers and customers,
- To strengthen the image of MANGO in the on-line world,
- To unify the brand in the digital world,
- To facilitate access to the company information for users,
- To improve customer security, trust and loyalty,
- To control MANGO’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, brands & franchisees,
- Creating an integrated virtual and physical sales channel,
- Creating homogenized websites.
Because MANGO is an international, open-minded and business-driven institution that has become a global reference point in the fashion sector internationally, the company has clearly seen that the new domains represent a transformative opportunity to reinforce their brand strategically and they are willing to take advantage of it.
The company is well aware of what this shift from address centric to identity-centric TLD architecture carries since it has been following with interest ICANN’s new gTLD program since its inception, and has gathered the required intelligence to adopt an educated decision. PUNTO FA S.L. 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 .mango TLD.
PUNTO FA S.L. has always been an innovative company in the Internet area, continuously investing to be up to date with the last trends. Therefore, acquiring a Top Level Domain opens a new world of opportunities and will create a competitive advantage for MANGO’s business. A .mango TLD would tie together various elements of the brand architecture beautifully and will place the brand as an innovation leader within the fashion industry.
The MANGO concept is a result of the interrelation between a quality product of unique design with a coherent and unified brand image and marketing. MANGO’s worldwide advertising campaigns under its own Top Level Domain will showcase the company as a pioneer within the fashion sector on the Internet, which has been one of MANGO’s main goals. MANGO has always been ahead of its main competitors. In the year 2000 the group was already selling via Internet and it was in 2006 when its online commercial strategy increased its aggressiveness. By then, the company considered the Internet as a priority channel of sales, communications and marketing. Today MANGO’s online shops cover Europe, USA & Canada and Asia. The expansion plan is endless and the brand expects to cover the five continents in concordance with its more than 1,400 retail stores.
Because MANGO is worldwide, MANGO exports wherever it goes. MANGO is the sound of business.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
- What is the goal of your proposed TLD in terms of areas of speciality, service levels or reputation?
Reputation
Indisputably, the .mango Top Level Domain will strengthen the brand and will enhance its recognition internationally which will naturally increase the value of the company as a result.
The proposed TLD will also reinforce the company’s strategic positioning by offering high-end customized online services branded under its own TLD, which will leverage the brand equity and differentiate the company online from its targeted competitors.
The .mango TLD will ensure MANGO’s customers that they are reaching the original brand and not a fraudulent website, a fact that will indeed increase MANGO’s customer’s loyalty and trust.
Moreover, controlling the brand online will help the company to protect its trademark and the company reputation and will limit security risks posed by scams based on counterfeit identities within other possible second level TLD registrations that may be registered due to their possible similarities with MANGO that can be purchased and put to fraudulent use, tarnishing the brand’s reputation.
Protecting the brand and having exclusive control of what can be done is a top priority for MANGO, is a concept that matches the efforts of the company to conquer the world fashion demonstrated by its high level of competitiveness and that has been a decisive factor in its success around the world.
- What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation or innovation?
Innovation
The .mango TLD will create a name space specific for the MANGO brand and it is intended to innovate with new business models. This new space will not only distinguish the brand placing the company as a pioneer within the fashion industry, but will help reaching new potential customers as well as expanding the brand’s target market.
The .mango 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. MANGO is willing to make efforts in order to explore the possibilities to strengthen relationships with current business partners, for instance, those interested in being identified as a MANGO supplier or franchisee will get into a win-win situation, within a TLD space controlled by MANGO, keeping therefore the reliability provided by a Single Registrant Single User structure. It will be indeed an excellent opportunity to develop tailored-made business strategies, in order to enhance the distribution channels.
Differentiation
In order to deliver relevant content to different markets, the .mango TLD will enable the brand to use diverse targeted domain names as virtual locations corresponding with targeted audiences.
* Cities :
* www.barcelona.mango
* www.london.mango
* www.miami.mango
The .mango TLD also plans to create domain names that identify the divisions of the company, those being differentiated by:
* Collections:
* www.spring2012.mango
* Stores:
* www.fithavenue.mango
Competition
The .mango TLD will also be useful for internal use. The company created its own logistic system, the M.L.S., which has set the standard in the European textile sector. The M.S.L. is based on speed, technology and the transfer of information. The .mango TLD could be integrated within the system and allow turning their tracking codes into personalised URLs. Easily accessible from any Internet-enabled device, this unique tracking URL allows internal MANGO personnel, retailers and franchisees to have access to their package’s location at anytime.
Finally, the .mango TLD will help to create a powerful, secured community, which can assist in combating against counterfeiting and cybersquatting abuse as well as to protection, manage and monetize Intellectual Property digital assets (trademarks and copyrights)
- What goals does your proposed gTLD have in terms of user experience?
Compared to the existing generic TLDs, the .mango experience will greatly enhance mnemonics and security. The .mango TLD will simplify the way their 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 can increase:
* affinity,
* ease of use
* customer service efficacy
* sales
The .mango TLD will give services of virtual communities to their clients. All keywords related to the brand will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience driven by the company’s vocation for authentic fashion, inspiration, innovation and the brand’s greatest value: success.
The .mango TLD will provide shorter URLs to their digital customers who look for ways to make their browsing and linking experience more streamlined and will offer user services via online 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 the global but also local 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 .mango TLD will be for the exclusive use of the MANGO’ s services and purposes. PUNTO FA 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 PUNTO FA S.L. or any Affiliate.
- b) Name selection: .mango domain name registrations must be related to the MANGO’ s services and products.
- c) Use and content: .mango domain names may only be used in relationship to the MANGO’ s services and purposes, subject to the approval of PUNTO FA S.L.
Domain names used must be commensurate to the role and importance of the MANGO services.
Considering that,
(i) PUNTO FA S.L. will register and maintain all domain name registrations within the .mango TLD for its own exclusive use, and that
(ii) PUNTO FA S.L. will not sell, distribute or transfer control or use of any registrations in the .mango TLD to any third party that is not an Affiliate of PUNTO FA S.L. and that;
(iii) Application of the Registry Operator Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement to the .mango TLD is not necessary to protect the public interest;
PUNTO FA S.L. will request the exemption to the above mentioned Registry Operator Code of Conduct, and expects ICANN to grant such exemption as MANGO provides reasonable satisfaction of the conditions hereof expressed. PUNTO FA S.L. 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.
PUNTO FA S.L. 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 and the Catalan and Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.
Nevertheless, the specific model of the .mango 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 .mango 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 MANGO’s stakeholders. 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 following their globally integrated, coherent and unified brand strategy which will prove their capability of adapting to change, which is one of their keys for their commercial success and their international prestige.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
As explained in the registration polices above, the .mango TLD will only be open to registrations for PUNTO FA S.L. and its affiliates and the domain names will only be used for MANGOʹs legitimate services and products in a way that is commensurate to their role and importance within MANGO’s group strategy.
These rules guarantee that no costs need to be borne by trademark and other intellectual property rights owners in monitoring the .mango 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 parties interested in protecting their identity.
The .mango TLD uses related to MANGO’s retailing activities and its affiliates will have a positive effect on security, both on MANGO’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.
- 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 .mango TLD for the exclusive use of PUNTO FA S.L. 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, PUNTO FA S.L. 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, PUNTO FA S.L., taking into account that will operate the .mango TLD for its exclusive use, will request an exemption to the Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement. PUNTO FA S.L. does not intend to provide any special contractual commitments to registrants, as the only allowed registrants will be PUNTO FA S.L. and its affiliates.
Other than that, PUNTO FA S.L. 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.