The .delta Dot Brand
Delta Air Lines, Inc. serves 160m customers every year. The company connects with 340 destinations spanning almost 60 countries. It has almost 80,000 employees and more than 700 aircraft.
Delta's mission for the .delta TLD is to optimize its customer service & relationships and enhance its internal and external communication. Consumer confidence will be maximised by building a trusted and authentic source of Delta content. "Receipt of Internet communication from .Delta will be a guarantee of authenticity."
Maintaining its reputation is also critical to the company. The .delta string will possess these key attributes:
Management of the .delta TLD will be driven by "customer focus, innovation and channel management expertise." Content will be delivered logically and efficiently via new and intuitive domain names.
The new string, by building on Delta's reputation, will also enhance confidence in the internet itself by creating a new and efficient way to conduct business.
Delta's stated plans to promote its new string may include communicating via its web presence, via the press & media, and via industry events (like roadshows, meetings and sponsoring events).
Unity In Diversity
The proposed TLD will create a secure and straightforward channel for communication with clients and staff. "Efficiencies and security are enhanced by the control that flows from a bespoke top-down domain." The .delta string will "gather unity in diversity" by building a single web identity for its large pool of employees, service offerings and global customers. "The applicant's intention is that users will be unified in the 'virtual space' of the Internet as though they were face to face."
Delta also believes its new domain extension will enhance its ability to operate community & social programs and return benefits to the community.
Delta has various security related goals, such as maintaining robust data security and privacy, protocols on technology and anti-cybersquatting, and consumer confidence in security and authenticity.
Geographic Dot Brands
Delta understands that the use of certain country & territory names within domain names is restricted (for example those on the ISO 3166-1 list) under the Registry Agreement.
Delta's intention is to negotiate a positive outcome for public policy by allowing geographic domains at the second level (ie. left of the dot) by working cooperatively with the GAC. Usage of geographic terms will benefit consumers by clearly identifying Delta services in a logical way. At no point will Delta attempt to be representing a named country or city, any such domain will be simply representing Delta in a jurisdiction.
The use of a name like Britain.delta would enable the company to improve business standards, service, clarity and utility. This would be beneficial, not detrimental, to the public. Being able to logically promote its 340 destinations with geographic .delta domains would hence be in the public interest.
Possible .delta Brand Domains
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
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