18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
|gTLD||Full Legal Name||Detail|
|.ESURANCE||Esurance Insurance Company||View|
18.2 How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
ESIC believes that the proposed .ESURANCE gTLD has the potential to offer numerous benefits to Internet users and consumers and to establish a trusted online marketplace for the millions of customers using ESIC’s online resources, the investors and third parties seeking information, and the general Internet user population.
In addition, .ESURANCE will provide ESIC and potentially its qualified subsidiaries, affiliates, and business partners having the Required License with short and memorable Internet addresses and an increased ability to navigate to information about ESIC products and services, while minimizing the cost and need for defensive registrations because domain names within the .ESURANCE gTLD will only be allocated internally to ESIC and potentially its subsidiaries, affiliates and business partners having the Required License.
ESIC intends to also use .ESURANCE to develop a potential platform for the secure access to, and research, purchase, and distribution of ESIC content, services, and information to consumers, in order to minimize the potential for phishing, pharming, or other harmful online activities.
ESIC believes that a .ESURANCE gTLD can provide a single, online source identifying function for its global customers, instead of the current mix-and-match approach that ESIC is currently forced to resort to as it expands into different markets around the world.
18.2.1 What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
The primary mission of the .ESURANCE gTLD is to provide a trusted, hierarchical, and intuitive online marketplace to aggregate content and other offers and services. As ESIC and its affiliates continue to expand, the company will want to pursue and develop new opportunities to market and distribute its information, products, and services to consumers in the U.S. and internationally, on a variety of platforms, including the Internet and mobile devices. Given that customers increasingly demand access to ESIC policy information through a variety of channels, which include domain names and the address bar, ESIC believes that a .ESURANCE gTLD has the potential to provide an innovative, virtual avenue by which to access content from ESIC and its qualified subsidiaries and affiliates, which will deepen and broaden the companyʹs relationship with consumers.
Most importantly, ESIC will be able to provide access to information about its products and services in a namespace less affected by piracy, cybersquatting, and other malicious activities. Providing consumers with a trusted experience is a paramount goal to ESIC, and the .ESURANCE gTLD will be used to further that goal. Given the high saturation of insurance-related sites, including many that offer misleading or incorrect information to users, the .ESURANCE gTLD offers assurance that current and prospective ESIC policyholders are receiving authorized, up-to-date information, all in the global public interest.
While insurance providers, such as ESIC, fight never-ending battles to protect their valuable intellectual property from fraud and piracy on the Internet, a .ESURANCE gTLD potentially offers legitimate consumers a safer and more intuitive means of accessing authorized content from ESIC.
18.2.2 What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
As a branded gTLD, the primary driving factors of applying for the .ESURANCE gTLD are differentiation and innovation. The success of the gTLD will not be measured by the number of domain names registered. Instead, it will be measured by the level of consumer recognition and trust that is placed in the .ESURANCE gTLD.
Using this benchmark, ESIC strives to build consumer recognition and trust that rise to the level of that found in the .EDU and .GOV gTLDs.
As noted above, ESIC, together with its affiliates, forms a leading insurance services company that leverages emerging technologies to deliver information, products, and services to its consumers on a national scale. The .ESURANCE gTLD has the potential to serve as a cornerstone of this online strategy, if the potential consumer benefits that ICANN experts have forecasted become a reality.
A .ESURANCE gTLD also ties in closely with ESIC’s commitment to the environment. In addition to a claim vehicle fleet that is 100% hybrid, by offering a paperless customer experience, ESIC estimates that it has helped save over 3,520 trees since 2000. By providing increased opportunities for consumers to use the Internet to engage in commerce in a safe and trusted environment, ESIC minimizes the potential negative impact on the environment.
ESIC believes that the .ESURANCE gTLD will provide a single, trusted ecosystem experience for the millions of current and prospective policyholders in North America seeking information about its and its affiliates’ services. ESIC currently offers the following services online 24⁄7 through its flexible technology platform: delivering fast and accurate car insurance quotes; the ability of customers to manage their policy in real time; and filing a claim and checking its status online.
As one of the pioneers in the online insurance sector, ESIC will look to integrate these existing services into the new gTLD hierarchy and infrastructure, while evaluating other potential opportunities for innovation.
At minimum, the proposed .ESURANCE gTLD will provide consumers with short, memorable, and intuitive domain names to navigate the ESIC website. The general availability of these shorter domain names is a critical aspect for the growing number of consumers that navigate the Internet and use ESIC’s services through mobile devices. In addition to providing consumers with short, memorable, and intuitive domain names, ESIC hopes to have robust safeguards to minimize any fraudulent activity within the .ESURANCE gTLD.
The initial use of the .ESURANCE gTLD will involve ESIC registering a conservative number of second-level domain names. This initial use will provide ESIC’s IT and security personnel the ability to run a number of assessments for seamless and secure access to the ESIC website, and interoperability with various software and Web⁄mobile-based applications. Once appropriate security and stability issues have been satisfactorily addressed, ESIC plans to begin allocating domain names for internal corporate use and may redirect new .ESURANCE domain names to pre-existing content.
This phased rollout will likely take place over a multi-year period, but is subject to change depending upon a range of external factors, and will be in line with ESIC’s marketing strategy and technology needs.
18.2.4 Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
The .ESURANCE gTLD is initially intended to be exclusively used by ESIC and potentially its qualified subsidiaries and affiliates. Should business partners eventually be allowed to register second level domain names, each will have the Required License which will terminate in the event of a misuse. The termination of the Required License will result in the deletion of any second level domain name(s) registered to any such business partner. Because of this intended use, any registration and use requirements are more appropriately vested in these corporate⁄affiliate agreements and in the Required License (if any), not in a domain name registration agreement itself.
While ESIC is fully supportive of, and committed to, ICANN’s bottom-up, consensus-driven model, the ESIC mark ESURANCE is a valuable brand whose protection is of paramount importance; therefore, any registration and use requirements (e.g., trademark quality control provisions) must, necessarily, vest in these other agreements.
Notwithstanding these concerns, ESIC will incorporate all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the terms and conditions of the domain name registration agreement that each registrant will execute.
18.2.5 Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.
As an online business, ESIC recognizes first hand that this is an evolving area of law in which there is not a single international standard. ESIC respects the privacy of its customers and other consumers. As an insurance provider, ESIC is regulated by federal and state laws protecting the confidentiality and security of customer information, as well as ESIC’s use and disclosure of such information.
ESIC will ensure that the operation of the .ESURANCE gTLD will be consistent with relevant local and national laws governing privacy rights protection, as they are interpreted and applied, and has obtained a similar warranty from its backend services provider.
In addition, ESIC intends to incorporate contractual language in its Registry-Registrar Agreement (RRA) modeled after language which has been included in the template Registry Agreement and which has been successful utilized by existing ICANN gTLD Registry Operators.
The new gTLD Registry Agreement states “Registry Operator shall (i) notify each ICANN-accredited registrar that is a party to the registry-registrar agreement for the TLD of the purposes for which data about any identified or identifiable natural person (“Personal Data”) submitted to Registry Operator by such registrar is collected and used under this Agreement or otherwise and the intended recipients (or categories of recipients) of such Personal Data, and (ii) require such registrar to obtain the consent of each registrant in the TLD for such collection and use of Personal Data. Registry Operator shall take reasonable steps to protect Personal Data collected from such registrar from loss, misuse, unauthorized disclosure, alteration or destruction. Registry Operator shall not use or authorize the use of Personal Data in a way that is incompatible with the notice provided to registrars.ʺ
18.2.6 Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
ESIC sees the potential for this gTLD to serve as a component of ESIC’s future online strategic initiative. However, there remain a number of unanswered questions concerning consumer recognition and adoption of new gTLDs in the marketplace that first must be fully answered to ESIC’s satisfaction.
ESIC plans to start using these domain names primarily as redirects to existing .COM domains. After careful analysis and study of a targeted pilot rollout using the new .ESURANCE domains as addresses, ESIC may plan to engage in a broader, strategic initiative, should the results be positive. The actual usage of .ESURANCE domain names will dictate what public communications and consumer outreach may be done to encourage navigation to the .ESURANCE gTLD. This is not limited to, but may include advertising, media outreach, and email campaigns. However, there is currently no specific plan or budget for such communications given the uncertainty of consumer adoption of new gTLDs in the marketplace.
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