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

Prototypical answer:

gTLDFull Legal NameDetail
.smartSmart Communications, Inc. (SMART)View

Smart Communications, Inc. (SMART) is the Philippinesʹ leading wireless services provider with 49.0 million subscribers on its GSM network as of end-December 2011.

SMART has built an international reputation for innovation, having introduced world-first wireless data services, such as Smart Money (the world’s first electronic wallet linked to a mobile phone), Smart Load (electronic prepaid top-ups in sachet denominations), Smart Padala (mobile-based remittance service) and the Netphone (Android-based operator feature phone). SMART also offers 3G and HSPA+ services, and the country’s first and only LTE network. Its Smart Link service provides communications to the global maritime industry.

Smart Broadband, Inc., a wholly-owned subsidiary, offers a wireless broadband service, Smart BRO, with over 1.6 million subscribers as of end-December 2011.

SMART is a wholly-owned subsidiary of the Philippinesʹ leading telecommunications carrier, the Philippine Long Distance Telephone Company which is listed at the New York Stock Exchange.
SMART has nationwide coverage in the Philippines and has worldwide partnerships.
In the Philippines, SMART has an extensive network of over 1.4 million load retailers and dealers selling prepaid top-ups.

Launched in Hong Kong in August 2004, 1528 SMART is a prepaid GSM mobile phone service offering in Hong Kong designed and packaged to cater to the Filipino community. It is the product of the partnership of Hong Kong CSL Ltd. and PLDT (HK) Ltd.⁄ PLDT Global, in close collaboration with Smart.

Through strategic partnerships with The Western Union Company® (NYSE:WU) and MoneyGram International (NYSE: MGI) in November 2010, Filipinos all over the world can now send cash directly to the Smart mobile phones of their loved ones in the Philippines through any of over 95,000 international money transfer locations, including the United States and Hong Kong.
In June 2010, MasterCard Worldwide and Smart subsidiary, Smart Hub, Inc., announced a joint venture to accelerate the delivery of mobile payment solutions that will enable financial institutions and cellular phone networks around the world to deliver end-to-end mobile payment services through the MasterCard Worldwide Network. This service, which made its debut in Brazil, will be brought to major markets in Eurasia, Europe, Africa, and Middle East.
In the Philippines, the SMART brand is one of the most recognized trademarks in the country, with wide-recall among the population.

In the telecommunications industry worldwide, the SMART brand is automatically associated with the company, having won numerous international awards and acknowledged as a leader in the global associations of mobile operators.

As part of its thrust to introduce innovative services for its subscribers and as a strategy for growth in its global partnerships, SMART is planning to provide the .SMART gTLD as integral in increasing the value of its service delivery in its efforts to further expand and consolidate its leadership role in the mobile and Internet field.

The .SMART gTLD will serve the needs of the SMART including the provisioning of its cellular, wireless broadband, financial, technology solutions, mobile virtual networks and satellite services for the use of its authorized mobile and Internet subscribers.

The .SMART gTLD is for the exclusive use of the company and its subsidiaries, its authorized partners, and its subscribers. Registration in .SMART is not open to the general public.

SMART is investing PhP22.3-M for capital expenditures and an average of PhP15-M for operations yearly. Based on current utilization of its DNS infrastructure, SMART foresees two million authoritative queries per day in the first year alone. This does not account for future service offerings that the company will be introducing under the .SMART gTLD.

The .SMART gTLD will be integral to the company’s delivery of services for its subsidiaries, affiliates, partners and subscribers not only in the Philippines but worldwide. SMART will be using the .gTLD as part of its strategy to constantly be competitive in the industry. It will promote competitiveness, consumer trust and brand choice.

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gTLDFull Legal NameDetail