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:
•
an internal communication tool
• an authenticated marketing presence
• a client service delivery system
• a centralized brand and identity system
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).
Significant
marketing resources together with registrar partnerships and technical
facilities enable the Registry to specialise in the provision of a
top-level domain that provides a valuable alternative model to existing
gTLDs and opens the top level of the Internet to new users.
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
will be able to create bespoke solutions for secure, client-focused
services that distinguish Delta and set higher standards in the industry
generally.
The longer-term
micro benefit to Delta in enhanced reputation, standing and security
for investors is importantly extended to the macro level of the airline
industry, corporate communities and the Internet generally.
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.
In terms
of service provision to users, lack of differentiation creates a greater
likelihood of frustration, brand confusion and inauthenticity or fraud.
Occupation of a TLD by an individual brand substantially addresses
the possibility of error or uncertainty in identification of a brand
and its associated services.
 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.
In accordance
with the provisos contained in clause 5, such names may be released
if the Registry Operator reaches agreement with the applicable government
and/or the Registry Operator proposes release of the reserved name(s)
subject to review by GAC and approved by ICANN.
Possible .delta
Brand Domains
Flights.delta
Travel.delta
Bookings.delta
Maps.delta
MyItinerary.delta
Specials.delta
Boston.delta
Notes
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.
ICANN
new gTLD applications
ICANN
official website
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