The .fairwinds
Dot Brand
SPECIAL
NOTE: FairWinds Partners is a domain name and brand consultancy that
provides strategies and solutions to clients. It is a leading adviser
to applicants in the new brand domain program. To support that mission
and maximize its expertise, it has cleverly applied for its own dot
brand TLD.
FairWinds
provides clients with the support, expertise, and tools to develop
effective new gTLD strategies that can successfully transition clients
from gTLD evaluation to the launch of their new gTLD assets.
FairWinds.
New
gTLD Business Strategy and Go-To-Market Strategy Services.
Clients
include American Express, Comcast and McDonald's.
FairWinds
Partners helps its clients optimize and protect their online presence
by developing tailored domain strategy solutions.
The company
believes the .fairwinds TLD will provide an online, single-source identifying
function for its content. The TLD will provide a hierarchical and intuitive
namespace that will enhance its mission and goals.
FairWinds
will be able to register the best and most logical domains it can imagine,
rather than being forced to resort to only being able to acquire available
names in the existing domain name space.
This will
provide an opportunity to create short and memorable Internet addresses
to streamline navigation.
The .fairwinds
extension will help protect the company's online identity, offer broader
marketing opportunities and help it consolidate activities in the realm
of intellectual property.
The Applicant
will monitor the rollout of the brand domains, in tandem with its own
hands-on experience, to leverage its expertise to provide advice to
clients facing the same challenges.
FairWinds
will be analyzing and evaluating other .BRAND gTLD applications, as
well as general market adoption, to determine the short- and long-term
potential best-in-class use case options that will most effectively
serve and enhance FairWinds' online strategy as a leading domain name
analysis and advisory firm.
There will
be a four stage launch strategy. The initial role of the .fairwinds
TLD will be defensive.
1. A test
phase to ensure secure and seamless accessibility and interoperability.
2. An allocation
phase for internal use. Evaluation process to potentially migrate content
over to the new .fairwinds string.
3. Assessment
and analysis of previous stage prior to possible permanent migration
of content away from existing traditional TLDs. Strategic industry factors
will be simultaneously monitored.
4. FairWinds
will review its business plan and expansion strategy. Consideration
will be made to possibly extend registration rights to clients. Various
external factors will also be evaluated such as consumer recognition
and adoption of the brand domains.
FairWinds
anticipates that changes to the domain name industry, particularly
the impact of .BRAND gTLDs, will take at least five years to be realized
and assessed.
FairWinds
anticipates operating fewer than 500 domains in its brand extension
during the first five years of operation. It will analyse its existing
domain name portfolio and possible marketing strategies when making
decisions. The first .fairwinds domains will serve as redirects to existing
company websites.
The response
of search engines and the initiatives of other new TLDs will be observed
prior to any communication campaigns.
Differentiation
and innovation are key concerns. The Applicant hopes to attain the level
of trust enjoyed by respected TLDs such as .edu and .gov.
...FairWinds
believes that the .FAIRWINDS gTLD has the potential to provide an
innovative, virtual avenue to FairWinds content and services that
will deepen and broaden the company's relationship with current and
potential clients.
The .fairwinds
string will provide a trusted source of information and a secure channel
for the company's online content and services. The platform will facilitate
access to authorized information about the company's services thus minimizing
the risk of false information, scams or infringing services. Privacy
and confidentiality will be protected.
Piracy
of intellectual property and cybercrime can be avoided in a trusted
ecosystem. Consumers will understand that exclusive corporate ownership
of brand domains confers authenticity. Providing a safe experience is
a paramount concern.
...users
may benefit from a lower incidence of phishing and malware, which
are often associated with typos of domain names in the .COM space
and owned by cybersquatters, since consumers will be navigating to
domain names in gTLDs like .FAIRWINDS instead...
 Geographic
Dot Brands
Fairwinds
is committed to initially reserving from registration certain geographical
names contained in various internationally recognized lists. This is
in accordance with Specification 5 of the New gTLD Applicant Guidebook.
These country
and territory identifiers are documented in the ISO 3166-1 list, a UN
Group of Experts manual for the standardization of geographic names
and a UN Working Group on country terms.
FairWinds'
customized strategies and domain management services for global blue
chip companies means the company itself is active in the international
domain space and content is accessible via various country code extensions
such as .co.uk, .ru, .de and .cn.
The Applicant
believes that search engine results may likely be related to the use
of geographical identifiers in the brand domains. Also, the practice
of directly typing in geographic terms to find existing websites may
extend to the new brand TLDs. Functionality for consumers would likely
be enhanced. Hence FairWinds is interested in being able to use country
terms in the .fairwinds string.
...FairWinds
intends to explore the option of providing a hierarchical and intuitive
framework for the .FAIRWINDS namespace by using geographical identifiers
as second-level domain names.
NOTE: second-level
= left of the dot
As a responsible
global business, FairWinds would have no interest in attempting to use
country names in a false or misleading manner. It looks forward to working
with the GAC in collaboration with other dot brand applicants to seek
the release of reserved names. FairWinds also intends to participate
in any future ICANN geographical terms policy discussions.
Possible .fairwinds
Brand Domains
Consulting.fairwinds
NewgTLDs.fairwinds
BrandDomains.fairwinds
BrandProtection.fairwinds
Mission.fairwinds
Perspectives.fairwinds
Services.fairwinds
CaseStudies.fairwinds
PartnerBrands.fairwinds
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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