.schmidt New gTLD Application
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New gTLD Application Submitted to ICANN by: SALM S.A.S.
String: schmidt
Originally Posted: 13 June 2012
Application ID: 1-1114-79381
Applicant Information
- Full legal name
SALM S.A.S.
- Address of the principal place of business
5 rue Clemenceau
BP 5
LIEPVRE Haut-Rhin 68660
FR
- Phone number
+33389582400
- Fax number
+33389582420
- If applicable, website or URL
Primary Contact
6(a). Name
Mr. Jacques HAAS
6(b). Title
CFO Chief Financial Officer
6(c). Address
6(d). Phone Number
+33389582571
6(e). Fax Number
+33389582591
6(f). Email Address
Secondary Contact
7(a). Name
Ms. Francine HATTERMANN
7(b). Title
Secretary
7(c). Address
7(d). Phone Number
+33389582524
7(e). Fax Number
+33389582591
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
SIMPLIFIED STOCK COMPANY
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Articles L227-1 to L227-20 from french commercial law
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
CATRICE Jean-Thierry DELEGATED GENERAL MANAGER
LEITZGEN Anne CHAIRMAN
LEITZGEN Caroline DELEGATED GENERAL MANAGER
SCHWAB Jean-Marie CEO CHIEF EXECUTIVE OFFICER
11(b). Name(s) and position(s) of all officers and partners
HAAS Jacques CFO Chief Financial Officer
OSTERTAG Franck IT Manager
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
LEITZGEN Anne CHAIRMAN
LEITZGEN Caroline DELEGATED GENERAL MANAGER
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.
schmidt
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.
A number of operational and rendering issues may arise with the delegation, and subsequent operation and use of a new TLD. Some of these issues may be experienced just by the users of one or two particular TLDs, due to the nature or composition of the string itself; whereas other issues (such as software support) may be experienced across all new TLDs.
Evaluation of the potential operational and rendering issues for this TLD was delegated to ARI. ARI is experienced with:
– The operational issues of operating TLDs.
– TLDs that offer registrations at the third level (eg .com.au, .net.au) and below.
– The rendering and operational issues surrounding the introduction of IDNs.
ARI has executed a suite of tests to evaluate any issues arising from the use of the TLD string. ARI configured a test environment that consisted of DNS software, web server software, and an email server configured for sample domains in this TLD. Where possible, ARI attempted to test many equivalent applications, however the number of and different versions of applications means that testing was limited to the most common environments.
The tests executed by ARI indicate that this TLD is subject to the same issues already experienced by TLDs in the root, which are neither new nor unique. A summary of the common issues is provided below:
– Some applications make assumptions about known valid TLDs and fail to recognize new TLDs.
– Some Non-IDN aware applications require the user to provide input in A-labels.
– Some IDN aware applications present the user with the domain name using A-labels instead of U-labels.
– Some IDN aware applications fail to render IRIs in a manner consistent with user expectations.
To mitigate these issues, ARI will work with us to ensure that maintainers of applications are made aware of the delegation and operation of this TLD. When relevant, we will refer the maintainers to the verification code produced by ICANN in the area for Universal Acceptance of All Top Level Domains such that operational issues can be mitigated for other TLDs.
ARI and us will work with maintainers of applications to provide subject matter knowledge where required, and provide directions to the tools provided by third parties such as the International Components for Unicode project and other groups, that can assist the application maintainer in adding the required support. User education may be required enabling users to configure their applications for correct functioning of this TLD. An informational section on the TLD website will be considered to address questions raised by the Internet community.
The steps ARI will take to mitigate these issues are more than adequate. Thus, we do not believe this TLD raises stability concerns and there is no reason that it should be denied on an operational and rendering issues bases.
- (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.
MISSION⁄PURPOSE OF THE .SCHMIDT TLD
The mission⁄purpose of the .schmidt TLD is to promote the Schmidt brand of S.A.L.M S.A.S., the Société Alsacienne de Meubles (or Alsatian Furniture Society, which is referred to throughout this answer as ‘SALM’) and provide an authoritative, intuitive and cohesive online space through which to communicate and showcase the many facets of the Schmidt brand.
The Schmidt brand has been associated with high quality kitchen furniture for more than 50 years. In 1983, the company founded by Hubert Schmidt was re-named SALM, Société Alsacienne de Meubles. Today, in addition to being the number one French kitchen brand and the top French exporter of kitchen elements, Schmidt has 450 customer advice centres located in 21 countries worldwide.
Schmidt offers a diverse range of tailor-made products and services and is widely acknowledged as a leader in its industry. It has reached this position of strength as a result of its continuous commitment to innovation. Schmidtʹs expertise is based on more than 50 years of experience, and is accompanied by a will to continually strive to meet customers’ needs. The .schmidt TLD is a natural extension and continuation of that innovation and commitment.
SALM sees the .schmidt TLD as a unique opportunity to engage with its customer base in a clearer and easier way. SALM envisions that the .schmidt TLD will be one of the first TLDs dedicated exclusively to promoting a single brand. New .schmidt domain names and content on .schmidt websites will serve the digital needs of the Schmidt brand and facilitate clear and consistent engagement with customers by SALM and its affiliates. The TLD will ensure that Schmidt’s digital presence is capable of fulfilling the needs of the company’s growing customer base and the ever-changing, ever-expanding Internet landscape.
To enable this TLD operating model, SALM intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in the .schmidt TLD. Registrations will not be made commercially available; all domain name registrations in the TLD will be registered to and maintained by SALM for its own exclusive use. SALM will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an affiliate, as that term is defined in clause 2.9(c) of the Registry Agreement.
SALM plans to consolidate the online presence of the Schmidt brand by transitioning existing Schmidt domain names and online platforms to an authoritative, dedicated, and trusted online space that is clearly, concisely and relevantly named. Schmidt customers – current and prospective – will be able to interact with the Schmidt brand in the online environment with confidence. Domain names will be used to market Schmidt products and promotions in support of SALM’s core business strategies. The use of an authoritative space will also help to reduce and⁄or eliminate domain names that are registered for the purposes of infringing the Schmidt trademark (including FR-1500700, FR-1451133, FR-1549930 and WO-532502).
The .schmidt TLD will contribute to building the reputation of SALM and its Schmidt brand. In addition, it will clearly evidence SALM’s commitment to leadership and innovation within its sector. The .schmidt TLD will allow for domain name registrations in support of products, services, and other initiatives relating to the Schmidt brand, whilst providing a high level of service, quality, authenticity and value through a technologically advanced online environment in which Internet users can learn about and access Schmidt products.
The .schmidt TLD will further the public interest by providing consumers a dedicated, authoritative, intuitive and cohesive communications channel to a single brand. Through the .schmidt TLD, SALM will drive innovation not only in its own industry, but in the Internet as a whole. Having already demonstrated this innovation and leadership in its own industry, SALM hopes to provide existing and potential customers as well as the broader Internet community greater levels of service through the .schmidt TLD. The added confidence inherent in SALM being the only eligible registrant in the TLD will ensure a direct and trusted line of communication between consumers and SALM. This innovation, increase in service level and trust in the TLD will also serve to promote competition on the Internet.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
GOALS OF THE .SCHMIDT TLD
The following six goals have been identified as goals of the .schmidt TLD:
REPUTATIONAL GOALS
1 CREATE AN AUTHORITATIVE TLD
One of the goals of the .schmidt TLD is to develop a reputation as the authoritative online point of reference for Schmidt which customers and Internet users will intuitively navigate to and trust.
SALM, the Société Alsacienne de Meubles (or Alsatian Furniture Society, which is referred to throughout this answer as ‘SALM’), intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in this TLD. Registrations will not be made commercially available; all domain name registrations in the TLD will be registered to and maintained by SALM for its own exclusive use. SALM will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an Affiliate, as that term is defined in clause 2.9(c) of the Registry Agreement.
It is thus planned that the TLD will be operated and controlled by SALM and as such, it will leverage the power of the Schmidt brand to promote .schmidt as the single point-of-reference for the Schmidt brand online. The .schmidt TLD will serve to reduce confusion for Internet users and also reduce the likelihood of their detriment from interacting with online entities that falsely or fraudulently purport to either represent SALM or impersonate the company online. Users will therefore have confidence that content within the .schmidt online space is genuine, legitimate and secure.
As discussed in detail below, SALM will ensure that the content of the .schmidt namespace conforms to well-defined terms of use and registration pertaining to Internet policies.
This goal to be an authoritative TLD will be achieved by ensuring all registrations and content will be strictly authorised and controlled by SALM immediately upon creation of the TLD.
A benefit for SALM will be the strengthening of its Schmidt brand via the provision of a coherent, brand-specific information channel and a reduction of the risk of consumers being misled by unauthorised or infringing content. Having this authoritative TLD will create an Internet ‘lighthouse’ that clearly displays to consumers and Internet users without doubt that .schmidt websites are authoritative and approved by SALM.
Such an authoritative TLD may deliver financial benefits to the company by potentially reducing the need for Search Engine Optimisation (SEO) costs due to marketing spend and labour not being devoted to this activity. In addition, costs related to the maintenance of defensive domain name registrations to protect the brand in various TLDs will, over time, be reduced as they become unnecessary.
Consumers will benefit by having certainty that all content within the .schmidt TLD is authorised and company-approved. Within a single TLD, Internet users will be able to access information about SALM and the Schmidt brand and products, all designated by clear, logical domain names. The added confidence inherent in SALM being the only eligible registrant will ensure a direct and trusted line of communication between consumers and SALM. Internet users can be assured that any information they access through the .schmidt TLD is legitimate and supported by the strong reputation of SALM and the Schmidt brand.
The .schmidt TLD will also benefit the Internet, e-commerce and online communities by generating trust around the reputability of online content. It is in SALM’s interest to ensure that the .schmidt TLD remains true to its mission and purpose.
Surveys will be conducted by SALM to assess a site user’s experience, alongside assessment of the authority and suitability of the information that the .schmidt TLD conveys.
This goal will be considered achieved when the majority of survey responses in a reporting cycle reveal a positive, trusting experience in using .schmidt websites.
2 BUILD BRAND
Following the introduction of the .schmidt TLD, efforts will focus on migrating content from existing Schmidt domain names to the .schmidt TLD. This will begin to build the reputation of the TLD in the marketplace and consequently the Schmidt brand. External marketing campaigns will promote the .schmidt TLD and drive traffic directly to .schmidt websites.
Brand building will be achieved through the organic usage and replacement over time of the existing domain name portfolio and the incorporation of .schmidt into existing global and directed marketing in order to influence consumers. Once established, the TLD’s reputation will then serve as a springboard for efforts to promote the use of the TLD, facilitating the mission⁄purpose of the TLD.
The promotion of .schmidt-based websites will also provide an efficient marketing model that encompasses both brand and product. This will be a far more efficient and effective marketing approach than that currently employed – usage of existing TLDs and ccTLDs which are neither product or brand-related.
The benefit to SALM will be in enabling internal departments to register, via an ICANN-accredited Registrar, brand-supportive domain names. SALM will be able to use these registrations to represent product lines and strategic initiatives in support of SALM’s Schmidt business strategy and the mission⁄purpose of the .schmidt TLD. The promotion of domain names will also enable more efficient marketing that encompasses both brand and product. The company will also benefit from maintaining a more easily marketable online identity.
A website under the .schmidt TLD will assure Internet users that they are accessing authoritative and reliable Schmidt information. As such, it is anticipated that more traffic will be directed to sites within the .schmidt TLD and away from unreliable and illegitimate websites purporting to provide information relating to Schmidt products and services.
Surveys will be conducted to measure the impact of the introduction of the .schmidt TLD against the existing domain name portfolio. Visit metrics will be utilised to measure the volume of traffic on .schmidt websites and subsequently compared to traffic data of the current domain name portfolio.
3 CONTROL
Having the .schmidt TLD under the control of SALM is an additional goal. This will be achieved when the TLD is delegated for use by ICANN and the internal policies described in this application are in place to control the registration of domain names. As mentioned above, this creates numerous benefits to the company, consumers and the wider Internet community.
Many benefits are similar to the above statements around trust and genuine content, but in addition to these, in meeting this goal of control, SALM sees additional benefits such as:
Adaptability
As the Registry Operator, SALM will benefit from having ultimate control of the TLD and the policy that underpins it. This will enable policy to be developed that serves the mission and purpose of the TLD but, at the same time, allows it to adapt to support the future direction of the business on the Internet.
Being in control of the TLD gives SALM the comfort of knowing that any future products and initiatives of its market leading Schmidt brand will have a dedicated TLD in which to reside and be promoted to the world. It allows the company a platform from which to innovate or adapt to any changes in Internet policy or best practice. Being in control of the TLD also gives SALM the ability to change direction and approach, quickly and in line with the company’s current goals.
Availability
Being in control of the .schmidt TLD will enable SALM to register Schmidt-related domains names without the need to compete with other registrants in other TLDs and ccTLDs. The .schmidt TLD will allow key products and marketing campaigns to be supported by shorter and more relevant domains names that are easy to remember. Thus, consumers and Internet users will be able to intuitively navigate and find relevant domains names which can be trusted as authoritative and originating only from SALM.
This has clear benefits to consumers seeking information about kitchen furniture products; with availability of the .schmidt TLD, they can do so more easily and without having to question whether the information they access is authoritative and trustworthy.
As also mentioned above, surveys will be used to measure user experience and determine that the goal of control has been met.
4 LEADERSHIP
Another goal of the TLD is to promote and identify SALM as a leader in innovation and online content. SALM is widely acknowledged as a leader in kitchen design and manufacture. In less than twenty years, the Schmidt brand has established itself as the clear market leader. The .schmidt TLD is a natural extension and continuation of that leadership. By securing the .schmidt TLD, SALM creates a platform by which the company can lead innovation in online content, marketing initiatives and delivery.
Success will be achieved by maintaining viable and up-to-date content about SALM and new and forthcoming Schmidt products. The TLD will be used as an innovative marketing and communications tool that leads the development of e-commerce and online information. As Internet usage evolves and new TLDs ermerge, it is SALMʹs goal to be a leader in this new era of Internet development.
A benefit to SALM will be in furthering the reputation of its Schmidt brand as a market leader by expanding the marketing footprint to the global marketplace. Visitation statistics and survey results will be used to measure not only how many visits are recorded against the site, but the perception of the Schmidt brand in terms of industry leadership.
SERVICE LEVEL-RELATED GOALS
5 A CENTRALISED LOCATION FOR SCHMIDT CONTENT AND INFORMATION
Prospective and existing clients and partners seek information about Schmidt. A goal of the .schmidt TLD is to make information about Schmidt products more accessible and easily-locatable in the online environment. The .schmidt TLD will achieve this by providing a centralised location for Schmidt products, services and information pertaining to SALM. This namespace will be considered authoritative because it will be controlled by SALM.
SALM will benefit from having a cohesive and dedicated online space that serves as a digital hub for all Schmidt activities on the Internet and supports the broad geographic reach of the Schmidt brand. As previously stated, this could potentially reduce the costs of SEO and reduce company-related expenditure on marketing as a whole.
The consumer will benefit from the naming conventions employed in the .schmidt TLD which will, for example, reflect core product lines (such as kitchens.schmidt or showroom.schmidt). Clear and logical naming conventions will enable a better user experience for online consumers searching for products and information whilst also reducing confusion. The .schmidt TLD will facilitate intuitive navigation which will enhance the overall navigability of the Internet.
Surveys will be conducted to assess a site user’s experience and the ease of accessing .schmidt TLD websites. Visit metrics will be utilised to measure the volume of traffic on .schmidt websites, where the traffic has originated from and where it is being directed to. This will be compared to traffic data of the current domain name portfolio and analysed for performance.
6 COMPETITION
Another goal of the .schmidt TLD is to encourage competition on the Internet. By creating a dedicated, brand-specific TLD, SALM hopes to drive innovation, not only to its own market segment but to the Internet as a whole. Having already demonstrated this innovation and leadership in its own market, SALM now hopes to provide Internet users, as well as existing and potential customers, greater levels of service with the .schmidt TLD. This innovation, increase in service level and trust in the TLD will promote more competition on the Internet and thus increase overall levels of service across the industry.
The success of this goal will be tied to the success of the new gTLD program as a whole. As new TLD’s are delegated to the root, more competition will be created and an increase in service levels is very likely to follow.
SALM will not have a specific measure in place for this goal, but will rely upon the post-program analysis conducted by ICANN and the GAC to determine if the program has been successful.
DIFFERENTIATION
The .schmidt TLD will make a significant contribution to the current space in the following ways:
– The TLD primarily differs from existing TLDs in relation to its unique mission⁄purpose – to promote the Schmidt brand. No other TLD currently exists that is specifically devoted to the needs of a single brand or registrant. The .schmidt TLD will be one of the first TLDs added to the root in which a single brand’s digital operations and very image are communicated by and through the TLD via an authoritative channel.
– The unique operating model planned for the .schmidt TLD in which domain names are not commercially available and are only registered by and in the complete control of the Registry Operator via an ICANN-approved Registrar. This will bring added benefits to the DNS by preventing abuse and infringement, thus increasing reliability and trust. Consequently, the .schmidt TLD model will contribute to the development of a new level of trust and confidence on the Internet.
– The use of an authoritative space will also help to reduce and⁄or eliminate domain names that are registered for the purposes of infringing the Schmidt trademark. When end users are educated as to the benefits of the .schmidt TLD, SALM anticipates that reliance on vast portfolios of defensive domain name registrations will be less warranted going forward.
– While existing TLDs often apply to diverse and broad markets with no limit on or control over the number of domain name registrations, the .schmidt TLD will be differentiated by having a concentrated number of domain names that are all within the strict, exclusive control of SALM. This makes the TLD more usable and convenient than existing TLDs; users searching for content related to Schmidt will be easily and unambiguously directed to that content.
– With clear restrictions placed on registrations, their use and content, the .schmidt TLD will distinguish itself as a TLD with an online brand identity reflecting the unique, recognised and trusted Schmidt brand.
The .schmidt TLD will address the needs of Internet users by providing an easily identifiable and dedicated TLD with assurances regarding the legitimacy of content. Websites within other TLDs providing illegitimate information relating to Schmidt products will be easily identifiable, as they will not carry a .schmidt Top Level Domain name. This will reduce consumer reliance on unauthorised, fraudulent, illegitimate and infringing Schmidt-related content provided by parties other than SALM.
REGISTRATION POLICIES IN SUPPORT OF THE .SCHMIDT TLD
All domain names registered within the .schmidt TLD will be registered and maintained by SALM for the exclusive use of SALM, its internal departments and its Affiliates (as defined in Article 2.9(c) of the Registry Agreement). SALM will not sell, distribute or transfer the control or use of any registration within the TLD to any third party that is not an Affiliate of SALM. All domain names will be registered via an ICANN-accredited Registrar.
Departments within SALM will be able to request to register .schmidt domain names that reflect Schmidt-related products and initiatives with authority. The registration policy in this TLD will require that domain names registered within the .schmidt TLD further the published strategic business goals of SALM.
The authority to register domain names will be vested in a limited number of SALM staff members. The Marketing Manager will be responsible for pre-approving all domain names before their registration. This staff member will perform a monthly audit of all domain name transactions to verify that they were authorised and that the use of domain names complies with the .schmidt Acceptable Registration and Use Policy. The Marketing Manager will additionally conduct internal information sessions to improve awareness of the threat of domain name hijacking and fraud as well as raising awareness of the Acceptable Registration and Use Policy.
Safeguards against allowing for unauthorised or infringing domain name registrations and abusive uses of domain name registrations are discussed in detail in the responses to Question 28 and Question 29.
These restrictions underpin the achievement of the goals of the .schmidt TLD, in particular enhancing trust in the interaction between Internet users and the Schmidt brand and forming an authoritative, strictly controlled source of information relating to Schmidt and SALM.
PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION
All domain name registrations in the .schmidt TLD will be registered to and maintained by SALM for its own exclusive internal use. No measures are considered needed to protect the privacy or confidential information of registrants in the .schmidt TLD, because no information of a private nature will be collected during the registration process.
SALM will not distribute or transfer control or use of domain name registrations in the TLD to any third party that is not an Affiliate (as defined in clause 2.9(c) of the Registry Agreement). Use of .schmidt domain name registrations will be reserved for the exclusive use of SALM and its Affiliates. Accordingly, SALM consider that no measures need be taken toward protecting the privacy or confidential information of users of domain name registrations in the .schmidt TLD.
All activities in relation to the TLD will be conducted within and consistent with the existing framework of privacy and acceptable behaviour policies and standards of the SALM group.
OUTREACH AND COMMUNICATIONS ACTIVITIES
Outreach and communication activities for the .schmidt TLD will be conducted in two streams, below the line (closed and directed) marketing and above the line (public) initiatives.
The first stream will focus on internal communications, which will be directed towards internal departments and Affiliates of SALM. The purpose of this outreach will be to communicate the introduction of the new .schmidt TLD and the opportunities it presents. It is envisaged that this will be carried out and implemented by initiatives such as internal communiqués, email communications from the marketing department and speaking opportunities at company sanctioned events.
The second stream will focus on launching the new TLD externally. This will be executed via an initial awareness campaign involving advertising and public relations activity. This campaign will be designed to notify and educate target audiences and customer groups on the introduction of .schmidt and the benefits of legitimacy, authority, ease of use and convenience of accessing Schmidt-related information exclusively through this TLD. It is expected that this will drive end-user utilisation and begin the process of behavioural change within the target audience. These activities support the mission⁄purpose of the TLD to promote and enhance the Schmidt brand.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
INTRODUCTION
All domain name registrations in the .schmidt TLD will be registered to and maintained by SALM, the Société Alsacienne de Meubles (or Alsatian Furniture Society, which is referred to throughout this answer as ‘SALM’), for its own exclusive use. SALM will not distribute or transfer control or use of any registrations in the .schmidt TLD to any third party that is not an Affiliate, as that term is defined in clause 2.9(c) of the Registry Agreement. As such, SALM will maintain complete control over .schmidt domain name registrations, as facilitated by the imposition of eligibility restrictions and internal policies and processes.
SALM has interpreted this question broadly and prepared this response taking into consideration social costs and other negative consequences facing consumers and Internet users who will access content through the .schmidt TLD; likewise, these are considered eliminated or minimised by the manner in which SALM will operate the .schmidt TLD.
METHOD OF RESOLVING MULTIPLE APPLICATIONS
Multiple applications are not anticipated in the .schmidt TLD, as domain name registrations will be for SALM’s exclusive use and in the interests of its business. Domain names will not be made commercially available; eligibility to register domain names will be limited to specifically authorised individuals under SALM’s control. Thus, there are no competing interests and or opportunities for competing applications to be made. The decision-making authority as to which domain names will be registered and for which purposes will be vested in a single individual; this will be addressed through internal processes regarding domain name registration, requiring approvals within established reporting lines and the use of usernames and passwords to register domain names. Compliance with these processes will ensure that multiple applications for the same name are not made.
COST BENEFITS TO REGISTRANTS
Registrations will not be commercially available in the .schmidt TLD; cost benefits to registrants are therefore not applicable to the TLD.
CONTRACTUAL COMMITMENTS TO REGISTRANTS
Registrations will not be commercially available in the .schmidt TLD; contractual commitments regarding price escalation are therefore also not applicable to the TLD.
OTHER OPERATING RULES WHICH ELIMINATE OR MINIMISE SOCIAL COSTS
By imposing strict eligibility and use restrictions that ensure that registrations support the mission and purpose of the TLD and SALM’s business, it is anticipated that vulnerabilities to the single registrant, domain name registration users, and the Internet users who interact with Schmidt through the .schmidt TLD can be eliminated. This will be safeguarded through internal policies and procedures that ensure registrations are made by authorised representatives of SALM using established reporting lines. Abusive registrations and use of registrations will be prevented by having in place and enforcing a robust anti-abuse policy; this policy is described in detail in the response to Question 28.