The .intel Dot
Brand
Intel Corporation
is the world's leading maker of semiconductor chips. It develops advanced
integrated digital technology for industries in a broad range of fields
such as computing and communications. Intel has a long term goal of
transforming itself into a "computing company that delivers complete
solutions in the form of hardware and software platforms and supporting
services".
The "Intel"
brand is among the most valuable in the world and the company recognises
that transitioning the brand into a corporate TLD will become an important
part of its future digital strategy.
The preservation
of this brand is of paramount importance to Intel in all aspects of
its operations, including and especially on the Internet.
The broad
mission of the .intel TLD is to serve as an intuitive and hierarchical
namespace. It will be a trustworthy and authentic destination that protects
Intel's online identity. It will provide information on the company's
business and focus. It will also provide an "innovative, virtual
avenue to Intel branded products that will deepen and broaden its relationship
with consumers".
The possibility
of the string being used by subsidiaries and affiliates will be evaluated.
(Intel also notes that at the time of application, insufficient time
had passed to fully evaluate the possibilities of the TLD.)
The .intel
extension will assist with marketing and communications. It will provide
an online marketplace for goods and services, and a destination for
interested visitors and investors. The new TLD will provide a single,
unified and trusted ecosystem of information. Differentiation and innovation
will be primary driving factors to build customer recognition.
Intel hopes
the string will eventually be elevated to the trusted status of TLDs
like .edu and .gov. Consumers will come to understand that all the domain
names are fully controlled and authorized by Intel. If all these factors
come to fruition it has the potential to "serve as a cornerstone
of Intel's online strategy".
Intel
will be analyzing and evaluating other .BRAND gTLD applications as
well as general market adoption to determine short- and long-term
potential best-in-class use case options to most effectively serve
and enhance Intel's online strategy as a leading global computing
company.
Intel is
planning a four stage rollout:
1. Security,
stability and interoperability testing by IT personnel.
2. Extended
internal use, and evaluation of a strategy to migrate current content
and traffic to the new TLD.
3. After
evaluation of Stage Two, possible transition of traffic to the .intel
TLD. There will be further analyses of marketing initiatives and so
on. Intel anticipates the number of domain registrations will be less
than 10,000 in the first five years.
4. Further
evaluation of all factors including changes to the domain industry itself
which the company expects to take at least five years. Intel will also
factor in its current and future business plans and so on. Consumer
recognition and adoption of the new TLD program will be monitored.
Intel's
application also mentions that it will take into account the response
of search engines to the new generic and brand TLDs.
If the
rollout continues, Intel will implement a communications and outreach
program that will include "advertising, media outreach, in-store
communications, and email campaigns".
Ultimately,
at a time yet to be determined, the Applicant may migrate its content
over to the new string.
Intel
will evaluate potential strategies to migrate all traffic away from
the current network of second-level domains registered in various
gTLDs to the .INTEL gTLD...
...Intel
may decide to initiate a targeted, pilot rollout using select gTLD
domains as primary addresses and, after careful analysis and study
of this rollout, Intel may engage in a broader initiative...
The .intel
extension will provide the flexibility to create short, intuitive and
memorable internet addresses.
Intel
believes that the .INTEL gTLD can provide an online single-source
identifying function for current and future Intel customers around
the world that can replace the current approach of heavily relying
on ccTLD registrations, to which Intel must resort as it expands into
different global markets.
NOTE: cc
= country code
The Intel
string offers the opportunity to provide a secure channel for the company's
online activities. By visiting an .intel website, consumers should be
able to avoid the risks of phishing, malware, cybersquatting, piracy
and other harmful experiences. Privacy and confidentiality will be protected.
The potential risk of infringing goods and services will be minimized.
Intel will have less need for defensive registrations.
The provision
of a trusted online experience is paramount.
While
companies such as Intel fight a never-ending battle to protect valuable
intellectual property from piracy and fraud on the Internet, the .INTEL
gTLD potentially offers consumers a safe and intuitive means of accessing
authorized content from Intel.
 Geographic
Dot Brands
Intel is
keenly aware that the protection of sensitive country and territory
identifiers in the domain name system is of concern to their respective
governments.
The Applicant
has reviewed the various background documents about geographic terms
such as the ISO 3166-1 list, the UN Group of Expert's name manual and
the UN Working Group's list of geographical names.
Intel
is committed to initially reserving the country and territory names
contained in the internationally recognized lists... attached to the
New gTLD Applicant Guidebook at the second level and at all other
levels within the .INTEL gTLD...
Global
markets are important to Intel and the company uses a variety of country
code domains like Intel.cn, Intel.ru, Intel.co.jp and Intel.eu for its
communications. These serve to provide consumers with a "geographical
and intuitive namespace to navigate for relevant content".
The Applicant
states that its prior use of geographical identifiers demonstrates fair
and non-misleading use. Intel would like to evaluate whether offering
geographic names within .intel domains will assist consumers, resonate
with search engine results and drive innovation. Hence it will seek
to be able to utilize geographical terms in its TLD.
...Intel
believes that the .INTEL gTLD can provide an online, single source-identifying
location for its current and future customers worldwide, as well as
enhance and supplement the current brand and geographic-specific domain
names that Intel has used in different markets around the globe.
Therefore,
Intel looks forward to working with the GAC in collaboration with other
dot brand applicants to obtain approval to launch country and territory
related domains.
Possible .intel
Brand Domains
Digital.intel
Cloud.intel
Semiconductors.intel
IntegratedCircuits.intel
Communications.intel
Solutions.intel
Innovation.intel
Search.intel
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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