18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameDetail
.taxiTaxi Pay GmbHView

OVERALL MISSION
First and foremost, the gTLD .taxi will be used to assign a dedicated and recognizable namespace to members of the global taxi community, including individual entrepreneurs, offices, corporations, not-for-profit-organizations, relevant industry partners, such as special insurance providers, auto shops, hardware and software suppliers, and the like, as well as related divisions of public authorities, as described in full detail in the answer to question 20(a). The gTLD .taxi serves as a common online platform for all of the just named members, while offering each entity its individual domain space at second level. The overall mission of the gTLD .taxi is to foster the further growth and the long-term sustainability of the taxi community, as well as facilitate the establishment of online presences even for small players of the industry in order to lead the rather traditional industry to an innovative future. Designed and available for registration exclusively for members of the taxi community, the gTLD .taxi will be established as a label for both quality and trustworthiness of information.

TARGET GROUP AND BENEFICIARIES
As such, the gTLD .taxi most importantly addresses two groups of users: The first one is the target group, representing individuals and organizations of the taxi community being considered as potential registrants. The second one is the group of beneficiaries, constituted by a variety of potential taxi clients, i.e. private individuals, private enterprises, not-for-profit organizations and public institutions without any entrepreneurial affiliation with the taxi community. Both groups are going to be delineated as follows. The target group that we are aiming to engage with consists of several subgroups. Firstly, the core taxi industry with taxi drivers, taxi offices, individual taxi entrepreneurs and other taxi companies, all of which can be clearly identified based on their taxi licenses, as well as a certificate of registration, i.e. a trade register excerpt. Secondly, the taxi community includes the members of the immediate surrounding industry, such as hardware and software suppliers, recruiting and training companies, auto shops, automotive suppliers, insurances and pertinent press all with a very strong if not exclusive focus on the just described core taxi industry. This particular community group is identified through certificates of registration, i.e. trade register excerpts. Thirdly, the community includes superordinate organizations, such as governmental organizations, public authorities and institutions and committees with the purpose of establishing relevant policies for the core taxi industry, as well as non-governmental organizations with the purpose of advocating taxi-related issues towards the public sector, the general public and relevant taxi industry representatives on a municipal, regional, national and international level. This group verifies its affiliation to the taxi community through a written, official and verified statement by its superordinate authority or a certificate of a verified register of associations. Fourthly, the taxi community includes affiliated businesses, such as owners of trademarks with a special interest in the products and services of the core taxi industry, such as major places of public interest (i.e. hospitals) or major events of public interest (i.e. Oscar Academy Awards).

PURPOSE AND BENEFITS
In addition to the just described target group, which is, of course strongly benefiting from the new gTLD .taxi, the group of beneficiaries is mainly defined by private individuals, not-for-profit, private and public entities with a user perspective regarding the taxi community, but no affiliation to the community itself. In order to demonstrate this, potential use cases are outlined in the following. Firstly, target group registrants could for example represent their profession. This could mean that a taxi office registers a domain to promote its services and attract business for all contracted taxi entrepreneurs and companies. The main purpose of such a domain at second level would be to address the public and stimulate consumer decisions. This would represent a mainly business-to-consumer-oriented approach. Secondly, closed discussion forums for members of the taxi community could be established under a .taxi-domain, addressing issues of relevant public policy or fostering an active exchange of interests within a relevant stakeholder group, for instance to stimulate business generation between direct members of the taxi community (drivers, offices, companies) and indirect members (insurances, auto shops, suppliers etc.). This represents an entirely business-to-business level. Thirdly, the whole not-for-profit community can build research networks, publication databases, and representative space all around a verified taxi namespace.

Furthermore, all internet users among the global population itself are considered a relevant audience benefiting from the new gTLD .taxi. As part of a rather traditional industry, taxis are naturally perceived as a means of transport from the point of being to a point of interest for private individuals or business travelers in urban areas, and represent a crucial alternative to public transportation in rural areas, especially. One of the main factors for this is a significantly higher level of comfort than public transportation not only considering the equipment of the taxi itself (seating, speed of travel etc.), but also in terms of eliminating waiting time for busses, trains, subways and trams or knowing one’s way around a new place. Hence, when people look for information on taxi services, we anticipate them to be interested in a quick, reliable and safe source of information about a service that has become a day-to-day commodity for many of them. In this sense, the gTLD .taxi is facilitating the comparison of available services in terms of price, level of comfort, quality and reliability in a city, a region or a country, thus enabling consumers to choose the taxi service most suitable for them. In addition, the gTLD .taxi would serve as a means to find safe and secure personal transportation in countries, nations or regions with political or economic conflict.

FORECASTED DEMAND
In order to consider the gTLD’s introduction successful, TaxiPay GmbH expects to operate approximately 15,000 “.taxi” domains by the end of year 3 of registry operations. The forecast on registered “.taxi” domains is therefore as follows:

Year 1: 6,750
Year 2: 11,360
Year 3: 15,211

This forecast includes direct sales of domains to accredited registrars only. Moreover, this calculation accounts for an annual growth rate of 30%, and an annual termination rate of 2%.The business case in question 46 “Projections Template” will further illustrate the expected revenues from the registry business.

BEYOND MISSION AND PURPOSE
Yet, our purpose of hosting the respective gTLD goes beyond the mere provision of an additional Top Level Domain. When introducing a TLD for professionals in such a traditional community such as the taxi community, we believe that the respective TLD must be safeguarded against any fraudulent behaviour. Therefore, TaxiPay GmbH intends to make sure that only trusted organizations, communities, and individuals with an eligible purpose can register a domain and provide information under a “.taxi” TLD. In that way we will raise and sustain an always equally-high level of reputation and trustworthiness. As TaxiPay GmbH currently also operates taxi.eu, the largest online platform for the taxi community on a business-to-consumer level throughout Europe, the taxi community surrounding TaxiPay GmbH alone comprises at least 40,000 taxis in more than 50 European cities with more than 150,000 drivers. Thus, TaxiPay GmbH as the sole operator of the gTLD .taxi believes to be the ideal candidate for this purpose.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.cologneNetCologne Gesellschaft für Telekommunikation mbHView