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

Prototypical answer:

gTLDFull Legal NameDetail
.GECOMPANYGE GTLD Holdings LLCView

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

While GEGTLD is applying for .GECOMPANY to help GE protect the GE brands as a defensive measure, General Electric will use the .GECOMPANY gTLD with the intent of establishing and offering the following benefits to Internet users and consumers:

Establish a trusted source of information for the millions of consumers who purchase GE’s goods and services or the goods and services of GE’s partners and affiliates as General Electric will be able to provide consistent and up-to-date information in one place.
Establish a trusted source of information regarding General Electric for investors and third parties seeking information, and for the general Internet user population;
Provide General Electric and its partners with short and memorable Internet addresses;
Facilitate navigation to products, services, advertising campaigns, public interest content, public awareness initiatives, etc;
Reduce consumer confusion and associated transaction costs associated with locating websites, information, goods and services;
Lower consumer incidences of encountering phishing and malware often associated with mistypes of domain names in the .COM space that are owned by cybersquatters—typosquatting will be less relevant since every second-level domain name within the .GECOMPANY space will either resolve to an official GE or GE-partner web page or none at all; and,
Develop a potential platform for the secure access to, purchase of, and distribution of General Electric products and services and be a trusted place free from any chance of finding counterfeit or infringing goods and services.

General Electric owns and operates thousands of different brand names. This requires GE to register thousands of unaffiliated and unrelated domain names in the .com space and other gTLDs, making it harder for GE to control its brands and associate them cohesively, prevent infringement, and authenticate itself to customers. In addition to the main defensive reasons for applying for .GECOMPANY, General Electric will examine the marketplace to see whether the .GECOMPANY gTLD can provide a single-source in the online world for all things related to GE for all of GE’s customers around the world.

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

The primary mission and purpose of the .GECOMPANY gTLD is to protect and defend, as well as strengthen, General Electric’s trademarks and brands. A secondary goal of this gTLD is to provide a trusted and intuitive online marketplace to deliver information about General Electric, its brands, products, services, partners, and affiliates, as well as about the corporation itself. As General Electric continues to expand, the company will continue to pursue and develop opportunities to market online to consumers, in the U.S. and internationally, and on various platforms, including the Internet and mobile devices. The .GECOMPANY gTLD will provide an avenue to information about General Electric brands, products, services, partners, and affiliates that will expand GE’s relationship with its consumers and maximize its ability to give individualized offerings and customer service to each consumer. Every second-level domain name will be registered by General Electric and operated by General Electric or a General Electric affiliate or partner. This will enable GE to maximize its service to the consumer and send consistent messages across its online marketing platform. In addition, the consistent message and safe haven that is supplied by .GECOMPANY may increase the reputation of GE and of the quality and authenticity of its goods and services in the marketplace.

Through the .GECOMPANY gTLD, General Electric will be able to provide access to information about General Electric, its brands, products, services, partners, and affiliates, as well as about the corporation itself in a space void of piracy, cybersquatting and other malicious activities. Providing consumers with a trusted experience is paramount to General Electric and a .GECOMPANY gTLD will be used to further that goal. A .GECOMPANY gTLD potentially offers consumers a safe and intuitive means of accessing authorized content from General Electric and its partners and affiliates.

Establishment of a .GECOMPANY gTLD will help prevent cybersquatting, fraud, phishing and other malicious activities within the .GECOMPANY gTLD since all domain names will be operated or controlled by General Electric. Maintaining the highest standards within the .GECOMPANY gTLD will give General Electric the opportunity to take a proactive approach to protecting intellectual property rights and fostering a safer online experience for all Internet users.


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 a .GECOMPANY gTLD are the defense, protection, and strengthening of the General Electric trademarks and brands. General Electric also wants to provide the best online user experience for the millions of GE customers and potential customers. The success of the gTLD will be measured not by the number of domain names registered—since General Electric will be fully in control of that amount and will actually seek to limit the number of domain names registered so as to make the .GECOMPANY gTLD easy to navigate and to make the domain names within the gTLD easy to remember—but rather by the level of consumer recognition and trust that is placed in the .GECOMPANY gTLD and General Electric’s ability to defend and protect its marks. It is the hope of GEGTLD and GE that the recognition and use of .GECOMPANY and its second-level domain names will allow customers to know that they can find all the information they need at domain names associated with .GECOMPANY. This will also allow GE to create an innovative and consistently branded space where customer service will thrive. GE will also allow its employees and partners to maximize innovation and try new ways of enhancing the GE brands and customer experience within the .GECOMPANY space.

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

The .GECOMPANY gTLD will provide a single trusted space for the millions of consumers world-wide who purchase the company’s products and services, as well as those who seek information about General Electric, including investors, employees (or prospective employees), and members of the press. Consumers will know that domains and content on .GECOMPANY are owned and controlled by GEGTLD and General Electric and are thus more likely to be protected from infringing, pirated, or harmful content or by entities seeking to illicitly capture private information or engage in fraud.

The initial use of the .GECOMPANY gTLD will involve an examination of the marketplace of similar launching gTLDs so that General Electric can best use the .GECOMPANY space to its advantage and the advantage of the public at large. General Electric will then register a limited number of second-level domain names to test the system internally, figure out the best ways to market the second-level domain names to the public, and start slowly transitioning from General Electric’s domain names in the .COM and other spaces. General Electric will likely begin by allocating domain names for internal corporate use and may redirect new .GECOMPANY domain names to pre-existing content and vice-versa. This phased rollout will likely take place over an extended period, subject to change depending upon a range of external factors.

General Electric wants its consumers to always feel safe and secure and to come away from interactions with General Electric feeling good about the company, its brands, and its goods and services. The consistency of the message that .GECOMPANY will allow GE and GEGTLD to provide may enhance the experience of those who browse the .GECOMPANY space and create a stronger link between GE and its customers and potential customers.

General Electric’s strategy has been set up to maximize the user experience and give Internet users the most accurate information, the safest websites to explore, and the best customer service. It is expected that once various General Electric websites start being transferred to the .GECOMPANY space, customers, potential customers, and those seeking accurate information about General Electric will find an Internet space where they can get the most up-to-date and accurate information and have no worries about cybersquatting, typosquatting, pirated or infringing goods, phishing, inconsistent branding and information, or many of the other negative aspects of the general Internet space currently in existence.

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

GEGTLD currently intends for the .GECOMPANY gTLD to be used exclusively by General Electric, its affiliates, suppliers, and partners. Because of this condition, and the protection of General Electric and all its marks and brands is paramount to the company, General Electric intends to address registration and use requirements in its partner⁄affiliate agreements to the extent that any domain names are given to those entities, rather than in a domain name registration agreement. General Electric will make all second-level domain name decisions with an eye towards enhancing GE’s brands, maximizing the customer experience, and providing the safest atmosphere with the most up-to-date information. The initial second-level domain names will all be controlled and maintained by General Electric so that the most consistent space possible can be created. Therefore, General Electric’s registration policies will not affect the public at large, since this will be a closed platform with no opportunity for non-General Electric entities to register second-level domain names.
To the extent second-level domain names are ever given to General Electric partners and affiliates that are not owned by GE, General Electric will require strict adherence to trademark guidelines and GEGTLD will have the flexibility to terminate second level registrants that conduct themselves in a manner that degrades the GE brands. Of course, the second level registration agreements 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 partner will execute. To be clear, however, it is anticipated that all registrations will be owned and operated by General Electric, so that the chances of actions being taken not in support of the goals listed above are almost non-existent.

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 a global retail company, General Electric respects the privacy of its customers and the general public. The company employs a variety of physical, electronic, contractual, and managerial safeguards to protect personal and confidential information in its stores and on its websites. General Electric will take similar precautions to protect registrant and user data associated with the .GECOMPANY gTLD. In terms of registrants, given that every domain name will be registered to General Electric or a partner, General Electric has a vested interest in ensuring that accurate and current domain name information is readily available in connection with each .GECOMPANY domain name.

Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

General Electric spends many millions of dollars each year in marketing the GE brands and a higher percentage of these marketing dollars are in the online space each year. The .GECOMPANY gTLD may therefore play a large role in the company’s future online strategy. General Electric will use large portions of its marketing budget to speed up the process of customer recognition and adoption of .GECOMPANY. General Electric will do whatever is necessary to make sure that the public feels as if the .GECOMPANY gTLD is the place to go for consistent information about GE and all its brands, good, services, partners, and affiliates and that it will be the safest place they can go on the Internet to get such information.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.通用电气公司GE GTLD Holdings LLCView