Tiffany and Company (ʺTiffanyʺ) has filed this application for a .TIFFANY gTLD to serve as a trusted, hierarchical, and intuitive namespace for the goods and services that Tiffany provides to its customers on a global basis. As a Registry Operator, Tiffany will be entrusted to provide domain name... Read more
Tiffany and Company (ʺTiffanyʺ) has filed this application for a .TIFFANY gTLD to serve as a trusted, hierarchical, and intuitive namespace for the goods and services that Tiffany provides to its customers on a global basis. As a Registry Operator, Tiffany will be entrusted to provide domain name registration services to Tiffany, its qualified subsidiaries or affiliates, and/or any other designated third party.
Although Tiffany is committed to moving forward with a .TIFFANY gTLD application, at the time of filing this application there has not been enough time or market information available to fully analyze and evaluate all potential use case options.
18.1.1 [TIFFANY AND COMPANY]
Tiffany is an international luxury goods retailer that specializes in diamond jewelry, silver jewelry, and other silver goods. The companyʹs principal product category is jewelry; Tiffany offers an extensive selection of TIFFANY & CO. brand jewelry at a wide range of price points. However, the company also sells timepieces, sterling silver goods (other than jewelry), china, crystal, stationary, frangrances, personal accessories, and leather goods. Tiffany is based in New York City, New York, but has store locations in 18 countries worldwide. As of January 31, 2007, the Company operated 64 Tiffany & Co. stores in the US and 103 Tiffany & Co. international stores. Tiffany also sells its products online to customers around the world. Tiffany employs over 9,000 people, and its fiscal 2011 gross sales totaled 3.64 billion U.S. dollars.
18.1.2 [POTENTIAL BUSINESS PLAN]
Tiffany currently plans a four-stage rollout for its family of gTLDs:
1. Stage One
The initial stage of implementation of the gTLD will involve Tiffany registering a limited number of .TIFFANY second-level domain names.
This initial use will provide Tiffany's IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .TIFFANY gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Tiffany staff to coordinate with the internal and external staff responsible for the application, delegation, and setup phases of the .TIFFANY gTLD to ensure a proper transition from delegation to full operation.
2. Stage Two
Once all testing has been successfully completed, Tiffany will begin allocating domain names in .TIFFANY for more widespread corporate use. During this same period of time, Tiffany will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to Tiffany's new family of gTLDs.
It is in Stage Two that Tiffany will evaluate expanding the operations of the gTLD to permit registration by other registrants, such as licensees or strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Tiffany's business model.
3. Stage Three
Depending upon the analysis of the evaluations undertaken in Stage Two, Tiffany may begin to implement the permanent migration of Internet traffic away from the TLDs in which Tiffany's domain names are currently registered, and toward the new Tiffany family of branded gTLDs. It is in this stage that Tiffany also may implement its decision to extend registration rights to licensees or strategic partners, depending upon compliance with Specification 9 as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.
After consideration of the following factors: analysis of Tiffany's existing domain name portfolio, internal analysis of marketing initiatives, and the fact that Tiffany will have full control over the number of registrations in the .TIFFANY gTLD namespace, Tiffany is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.
4. Stage Four
Based on its experience with any expansion implemented in Stage Three, Tiffany will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, and, potentially, customers of Tiffany. It is anticipated by Tiffany that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary/affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.
The potential use of the .TIFFANY gTLD will also be driven by Tiffany's future business strategies as identified in its annual report and investor filings, see http://investor.tiffany.com/.
Utilizing current projections based upon Tiffany's existing businesses, future business plans, current domain name portfolio, and other strategic factors, Tiffany estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in its response to Question 46 of this application.×