18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.terraTelefónica S.A.View


i. What is the goal of your proposed gTLD in terms of areas of speciality, service levels, or reputation?

Speciality

The proposed TLD will also reinforce the company’s strategic positioning by offering high-end customized on-line services branded under its own TLD, which will leverage the brand equity and differentiate the entity on-line from its targeted competitors.

The .terra TLD will prove the company’s commitment, integrity, professionalism and teamwork as well as will enhance the trust of its customers, employees, shareholders, investors and society based on the highest quality services that will be provided by Terra’s different professional web sites comprised under its own Top Level Domain.

Service levels

Protecting the brand and having exclusive control of what can be done is a top priority for Telefonica. It will help the group in controlling the brand presence online and in protecting its trademark, as well as the company reputation, and will limit security risks posed by scams based on counterfeit identities in the second level domain name registrations under any other existing TLD, that may be registered due to their possible similarities with Terra that can be purchased and put to fraudulent use, tarnishing the brand’s reputation.

Reputation

Unquestionably, a .terra Top Level Domain will strengthen the group’s brand and will enhance its recognition internationally, a fact that will naturally increase the value of the brand and the group as a result.

“Terra broadens your horizons. Terra takes your further”, this is the brand philosophy, it illustrates the reason why in an aspirational way and reflects Terra’s strategic thinking. There are three basic principles guiding the community of users in all Terra does, they are Terra’s values:

* Vitality. Life is our passion and we enjoy each and every moment with a positive attitude.
* Identification. Together we are stronger. We can go further as a team.
* Empowering. Our energy drives us to imagine, discover, and undertake new paths, to meet objectives and goals.

And it is through the brand’s values and personality that Terra increases the links with its clients, realigns the product and services portfolio to the new reality of the brand’s architecture, and creates a system that allows Terra responding to the evolution of the business in the future. And hence, its desire of obtaining its own Top Level Domain to approach Terra’s business and philosophy to the brand’s clients and to the overall society. The .terra TLD will create a peerless unprecedented link with Terra’s worldwide community of users.

Given the fact that Terra belongs to Telefonica, the values and the meaning what the .terra TLD will represent are aligned with the group’s structure of extending its client focus, its leveraging scales and its strategic and industrial alliances, those being:

* Social commitment and responsibility
* Long-term vision and strategy
* Proximity to customers and key clients
* Excellence in service
* Technological innovation
* Model of corporate governance
* Sense of belonging for all stakeholders and targeted audience

ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

Competition

This new space will not only distinguish the brand placing the company and the group as a pioneers within the telecommunications sector nationally and internationally, but will help reaching new potential customers as well as expanding the target market.

Differentiation

The .terra 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.

Terra is well known for its social responsibility in its target markets, Spain and Latin America, the .terra TLD will also reinforce the brand’s efforts of sponsoring sport and musical events in the above mentioned geographical areas, which will be easily recognized for being labelled under a .terra domain name.

Telefonica Group aims to consolidate as a digital and global Company, and to become a leading digital services provider. Nowadays, Telefonica manages around 6000 domain names. Telefonica, and therefore Terra, will be able to reduce the most significant part of its defensive registrations portfolio, as it focuses in promoting the .terra TLD.

Innovation

The .terra TLD will create a name space specific for the Terra 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 telecommunications industry, but will help reaching new potential customers as well as expanding Terra’s target market.

The .terra TLD will be a significant amplifier of its 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.

Some of the great challenges, benefits and innovative elements that the .terra TLD will bring to the brand, and hence to the general Group’s structure are:

* To strengthen its leadership internationally within the Telecommunications industry
* To diversify its business towards companies
* To balance its territorial presence, both nationally and internationally
* To grow internationally
* To maintain a distinctive investment portfolio
* To maintain financial strength
* To improve on return of investments
* To progress in organisational efficiency and flexibility
* To develop and motivate talent
* To underline its social commitment
* To communicate the aims of the brand and the Group, both internally and externally

iii. What goals does your proposed gTLD have in terms of user experience?

Compared to the existing generic TLDs, the .terra TLD experience will greatly enhance mnemonics and security. The .terra TLD will simplify the way the 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 will increase:

* Affinity
* Ease of use
* Customer service efficiency
* Sales

The .terra TLD will give services of virtual communities to their clients. All keywords related to the entity will be assigned in an organized and controlled framework where users will get immersed in a truly branded experience.


Terra, as part of Telefonica’s brand new model, focuses on customers by evolving to meet their needs, which are evolving towards an increasingly convergent and global environment. Terra is a global company addressed to real people, to Internet users seeking for all kind of information, from sports to economic news or entertainment and life style looking for streaming music and live broadcasts. Terra offers services to its community: chat, e-mail, Fotolog and virtual memory.

All these services will be embraced under the .terra domain name by providing shorter URLs to Terra’s users, instinctively of their geographical location, looking for ways to make their browsing and linking experience more streamlined. It will also offer user services via on-line portals which will customize the customer experience to an unprecedented degree by offering URLs immersing the brand’s clients in a truly branded experience, the .terra TLD experience.

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 social networks will be fundamental.


iv. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

The .terra TLD will be for the exclusive use of Telefoncia and its affiliates for the brand’s services and purposes. Telefonica 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 Telefonica or any affiliate.
b) Name selection: .terra domain name registrations must be related to Terra’s services and products.
c) Use and content: .terra domain names may only be used in relationship to Telefonica or its affiliates’ services and purposes, subject to the approval of Terra. Domain Names used must be commensurate to the role and relevance of Terra services.

Considering that,


(i) Telefoncia will register and maintain all domain name registrations within .terra for its own exclusive use, and that
(ii) Telefonica will not sell, distribute or transfer control or use of any registrations in .terra to any third party that is not an Affiliate of Telefonica and that;
(iii) Application of the Code of Conduct contained in Specification 9 of the Base gTLD Registry Agreement to .terra is not necessary to protect the public interest;

Telefonica will request the exemption to the above mentioned Code of Conduct, and expects ICANN to grant such exemption as Telefonica provides reasonable satisfaction of the conditions hereof expressed. Telefonica 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.

v. 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.

Telefonica 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 the Spanish Personal Data Protection legislation, as well as any ICANN requirements in the area.

Nevertheless, the specific model of the .terra 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 .terra names.

vi. 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 Telefonica’s and Terra’s stakeholders in the 19 countries Terra operates. 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 and above all, Telefonica’s 306.06 million clients.

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