.nowtv New gTLD Application
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New gTLD Application Submitted to ICANN by: Starbucks (HK) Limited
String: nowtv
Originally Posted: 13 June 2012
Application ID: 1-1309-12985
Applicant Information
- Full legal name
Starbucks (HK) Limited
- Address of the principal place of business
41⁄F., PCCW Tower, Taikoo Place, Quarry Bay
Hong Kong HK
HK
- Phone number
+852 2888 2888
- Fax number
+852 2962 5725
- If applicable, website or URL
www.pccw.com
Primary Contact
6(a). Name
Mr. Edmon Chung
6(b). Title
Director Representative
6(c). Address
6(d). Phone Number
+852 3520 2635
6(e). Fax Number
6(f). Email Address
Secondary Contact
7(a). Name
Ms. Rebecca Chan
7(b). Title
Company Secretary
7(c). Address
7(d). Phone Number
+852 3520 2635
7(e). Fax Number
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Limited Company
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Hong Kong
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.
Starbucks (HK) Limited is an indirect wholly-owned subsidiary of PCCW Limited, of which the shares are listed on The Stock Exchange of Hong Kong Limited (Stock Code: 0008)
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
Hui Hon Hing, Susanna Director
Lee Hoi Yee, Janice Director
11(b). Name(s) and position(s) of all officers and partners
Chu Mee Lai, Helen Secretary
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
HKT Media International (Cayman Islands) Limited
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.
nowtv
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.
The Registry anticipates the introduction of this TLD without operational or rendering problems other than general Universal TLD Acceptance issues.
The Registry has conducted investigation into the operational and rendering issues of the TLD Based on the findings, the Registry is confident that the launch and operation of this TLD present no known challenges. The rationale for this opinion includes:
- The string is not complex and is represented in standard ASCII characters and follows relevant technical, operational and policy standards;
- The string length is within the lengths currently supported in the root and by ubiquitous Internet programs such as web browsers and mail applications;
- There are no new standards required for the introduction of this TLD;
- No onerous requirements are being made on registrars, registrants or Internet users.
- (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.
now TV (http:⁄⁄www.now-tv.com⁄) is a pay TV service launched since 2003. With a customer base of over 1.1 million, it is now the largest pay TV platform in Hong Kong (over 50% penetration of the market) and one of the largest IPTV service providers in the world. now TV currently distributes over 180 channels, including both internationally recognized, top-class channels like HBO, Star Movies, Fox Movies Premium, BBC Knowledge, Discovery, Nat Geo, etc; as well as a whole array of our “now” branded, self produced channels tailored to the viewing needs of the local HK market, including now news, now Business News Channel, now HK, now Sports channels, now Entertainment, etc.
now TV, in addition to being an established brand name in the HK market, is also fast gaining recognition in the international market – with our plans to widely distribute our “now”-branded channels to overseas market
It is essential that the brand value that has been established in Hong Kong and international markets is properly safeguarded with the domain registration, and that .now or .nowTV is preserved for the access of information and content around now TV⁄ “now” branded services both in Hong Kong and around the world.
- Advance Constructive Competition
We believe that the introduction of the “.nowtv” TLD helps us remain competitive in the dynamically growing global media industry.
- Enhance Consumer Trust
By protecting our brand and ensuring that it is not mis-used in anyway by third parties as a TLD, we help support the enhancement of consumer trust in the DNS. More importantly, Internet end users will be able to use the “.nowtv” TLD to connect directly with us, further enhancing consumer confidence and trust.
Furthermore, now TV intends to work with competent registry front-end and back-end service providers which can implement the registry systems in compliance with the ICANN specifications and in accordance with the technical responses to #22-44, so that the Registry can ensure a secure and stable implementation of the “.nowtv” TLD that supports consumer trust.
- Promote Consumer Choice
The introduction of “.nowtv” allows consumers to choose to connect with now TV directly through the TLD. Furthermore, now TV is hoping to leverage the “.nowtv” TLD to provide innovative services that enhance the user experience.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
“.nowtv”, will be used to host information about now TV branded services, both in Hong Kong and international markets. It is also intended to be a domain through which now TV branded service customers in Hong Kong would be able to retrieve their account profile information, set recording instructions or confirm subscription request for content available on now TV branded services.
Therefore, to now TV, the domains of “.nowTV” will become an indispensible medium of communication with both its customers and its target market.
To internet users, the domains of “.nowTV” will be a more direct way of reaching the company and its services with a better user experience as they don’t need to memorize otherwise longer or indirect URL. They just have to remember the brand name in order to access the content and manage their accounts.
- Goals of the TLD
An important goal of the TLD is the safeguard of the intellectual property right of the “now TV” brand.
The Group places great importance on brand protection. We have been investing heavily in protecting the Group’s intellectual properties, including trademarks and domains. A comprehensive set of brand protection measurements and policy has been established within the group. Together with external trademark lawyers, an in-house Group Legal office, Brand Management division and Risk Management division jointly manage the Group’s brand and IP portfolio including trademarks, goodwill and domains, etc. Through the years, now TV, its parent company and its sub-brands have established strong brand recognition in the customers’ mind and in the industry. We have received awards from different local and overseas organizations including APICTA International, Frost & Sullivan Asia Pacific, etc.
For now TV, the establishment of the “.nowtv” TLD on the Internet safeguards our brand’s intellectual property right and enable opportunities from potential expansion of business. now TV has invested substantially in the online areas and will continue to do so.
- Differentiation and Innovation
The utilization of the “.nowtv” TLD by nowTV is in itself a differentiation and innovation we set ourselves apart from our competitors.
now TV is Hong Kong’s leading pay-TV operator and one of the world’s largest commercial deployments of IPTV. It carries more than 190 HD and SD channels of local, Asian and international programming, with half of them being brought to Hong Kong viewers exclusively.
now TV also has a stable of self-produced channels. The Cantonese-speaking now NEWS channel and now Business News channel provide 24-hour coverage of what is happening around the world. now Hong Kong channel offers infotainment programs and talk shows by local celebrities in a style that is unique in Hong Kong. Sports fans will also find a variety of offerings on the seven now SPORTS channels.
Our international sports and entertainment programming includes the exclusive live broadcast in Hong Kong of the Liga de Futbol Profesional (ʺLa Ligaʺ) for soccer fans, as well as HBO and Star Movies for film lovers, to name but a few.
now TV is excited to explore new and innovative uses of subdomain names directly under the “.nowtv” TLD. At the same time, as a TLD Registry, now TV understands the importance to maintain a reliable, advanced and operationally sound TLD registry that safeguards the security and stability of the Internet.
The primary users of the gTLD will be within the Group with businesses serving several million business and consumer accounts.
- Improving User Experience
To Internet users, “.nowtv” domains provide a more direct way of reaching the company with a better user experience as they will be able to access now TV information and services directly, e.g. www.sports.nowtv.
now TV is one of the key businesses under PCCW Limited, the initial plan is to consider deployment of the gTLD by the Group and its subsidiaries. It might cover the websites and the personalized email addresses. The latest number of employees of the Group is 20,100+ worldwide with the majority located in Hong Kong. Not all of the employees will use their own domain name, rather departments or business units within the group.
The potential expansion of the gTLD could apply to individual business units of the Group for their marketing promotion or customer acquisition purposes serving over several million customers. E.g. our business customers could be using the sub domain under the gTLD to run their business. We have had similar experiences in running our directory business (YP.com.hk and biz.com.hk) by offering sub domains to our customers at a minimal cost.
- Registration Policies Supporting the Goals to Drive User Benefits
While we are not planning for the “.nowtv” TLD to be open for external registrations, in the case that future expansion happens, the Registry is dedicated to upholding its reputation as a socially responsible TLD. As such, beyond the basic ICANN requirements, the Registry intends to put in place a comprehensive Sunrise and Startup process as well as effective Abuse Prevention and Rights Protection Mechanisms to strengthen the orderly and stable introduction of the TLD.
- Privacy and Confidentiality Protection
Measures to protect the privacy and any confidential information of registrants and users will be consistent with other existing broad generic gTLDs. This ensures a sense of coherence from users and registrants and reinforces the goals of making IDN not an alternative but a given.
With the support from competent registry front-end and back-end service providers, the Registry will be administered with compliance to a Privacy Policy which requires that identifying information received by the Registry Operator in connection with registrations will not be disclosed to third parties, except as required to combat any abusive registrations and comply with our contractual obligations to ICANN and investigations conducted by law enforcement agencies.
The “.nowtv” TLD will be based out of Hong Kong, it will be governed by the Privacy Ordinance while the registry systems will be supported by the competent registry back-end service provider. A Privacy Policy has been developed which is compliant with relevant legislation and ensures that a high level of privacy and information security surrounds all collected data.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
now TV is one of the key businesses under PCCW Limited, a company listed on the Stock Exchange of Hong Kong – HKEX, stock code: 0008. You may see from the financial reports provided on www.pccw.com that PCCW is financially strong and we do not foresee any difficulties in funding future operations.
At PCCW, we have a Risk Management department and other internal controls in place to supervise the usage and operation should we decide to widely use the gTLD.
At the moment, there’s no immediate plan to offer the gTLD to specific external communities.
In the case we decide to offer the “.nowtv” TLD for external communities, the Registry is committed to introducing the “.nowtv” TLD in an orderly manner to minimize the social costs and maximize the social value of the TLD. The Registry shall be able to develop and implement a comprehensive startup process that would include, besides Sunrise and Landrush processes, other rights protection mechanisms to ensure the orderly introduction of the TLD. More detailed explanation of the overall startup process is included in #29.
In response to the question specifically:
- Mechanisms for Resolving Multiple Applications to a Domain
A comprehensive Sunrise and Landrush program will be put in place at the launch of the TLD if we are to decide to offer the TLD to the public. The competent registry front-end and back-end service provider shall have experience and knowledge in the development of a suitable Sunrise and Landrush program that complies with Specification 7 of the new gTLD agreement as a minimum and will also include additional rights protection mechanisms as well as mechanisms for resolving multiple applications to a domain when the TLD is first launched. More detailed explanation of the approach is included in #29.
After Sunrise and Landrush, in the cases of contention against abusive registrations, the Registry will adhere to the UDRP and URS procedures.
- Cost Benefits for Registrants
Should we decide to offer the gTLD to the public, we may implement periodic cost reduction programs to encourage the adoption of the TLD by registrants. Introductory programs may also be important to drive awareness and interest in the TLD as well.
- Contractual Commitments to Registrants
The Registry will abide by the ICANN Registry Agreement requirements as well as ICANN Consensus Policies, including offering domain registrations for periods of one to ten years at the discretion of the registrar upon GoLive if we decide to offer the gTLD to the public.
Besides policies and rules implemented by the Registry, the applicant believes that prudent operations as an economically viable and socially responsible TLD operator is an important mitigation of increased social costs as a new gTLD is being introduced. The Registry will leverage the knowledge and expertise from its competent registry front-end and back-end service providers to ensure that a substantial portion of the costs for operating the registry is managed in variable costs leveraging the economies of scale from already established operations and focus on delivering value to registrants and consumers with the introduction of the “.nowtv” and its mission and features.
Other Operating Rules Which Eliminate Or Minimise Social Costs
Abusive registrations will be prevented through having in place and enforcing a robust anti-abuse policy; this policy is described in detail in the response to Question 28. The competent back-end registry service provider shall have extensive experience and responsive mechanism to defend against DDOS attacks as well as preventive measures against abusive spamming, phishing, etc. Above and beyond the Trademark Clearing House requirements, additional abuse prevention and rights protection mechanisms will be put in place.