.dell

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Status:	Delegated
Registry Provider:	Neustar
Type:	Brand TLD
Priority #:	298 - Dell Inc.

.dell is a Brand TLD delegated to the Root Zone in ICANN's New gTLD Program. Dell Inc manages the registry, with back-end registry provided by Neustar. The string was delegated on 14 October 2015.

Application Details

The following is excerpted from applicant response to question #18:

"Dell Inc. (“Dell”) is a leading multinational information technology corporation, serving the needs of consumers around the world with 103,300 employees and operations in numerous countries. Dell delivers innovative technology and services that customers trust and value. As a leading technology company, Dell offers a broad range of products and services that create optimal solutions, providing customers with the power to do more. Dell’s online content is accessible in the .COM gTLD and also in multiple ccTLDs, including .CA, .DE, .EU, and .RU.

The intended future mission and purpose of the .DELL gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Dell for its consumers. Dell is committed to moving forward with a .DELL gTLD application; however, at the time of filing this application, there has not been enough time, and currently there is not enough market information available, to fully analyze and evaluate all potential use case options.

Dell 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 more effectively serve and enhance Dell’s online strategy. Dell has four global customer-oriented operating segments, identified as: Large Enterprise, Public, Small and Medium Business, and Consumer, all of which will help to determine the future use of the .DELL gTLD. Dell has optimized its supply chain to best serve its global customer base and will continue to expand upon that endeavor through the use of the .DELL gTLD.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of the new gTLDs. The .DELL gTLD is planned as a .BRAND gTLD, with the goal of protecting Dell’s online presence and identity; expanding its marketing and promotion efforts; providing a secure channel for online products and services; and offering a platform through which to consolidate many of the intellectual property activities of Dell.

Dell intends to initially limit registration and use of domain names within the .DELL gTLD to Dell and its qualified subsidiaries and affiliates. This initial limited use will allow Dell to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt Dell from its annual Code of Conduct Compliance requirements."