.amp

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Status:	Proposed
Registry Provider:	KSRegistry
Type:	Brand TLD
Priority #:	AMP Limited

.amp is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is AMP Limited.

Application Details

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

"AMP’s application for the “.amp” TLD is intended to benefit Internet users by enabling an increased ease and efficiency of communication between the company and its customers, employees and affiliates. The TLD will be utilised as a supportive mechanism for branding, technology and services platforms across the business and will serve to improve the Internet user experience from both a performance and security perspective.

AMP Limited has over 160 years of history and experience in the Australian financial and investment services industries. It was founded in 1849 with its headquarters based in Sydney. The company is listed on both the Australian and New Zealand stock exchanges and has a shareholder base of approximately 890,000.

In 2011, AMP began a merger with the Asia-Pacific branch of AXA, a move that saw two of Australia and New Zealand’s longest standing financial service providers creating a strong competitive offering with a renewed focus on the customer experience. The emerging business structure is comprised of the AMP Financial Services, AMP Capital and AXA Asia-Pacific groups which employ over 6000 employees and 4000 self-employed financial planners. Under the AMP Limited brand, these groups service in excess of 3.8 million customers across a variety of service platforms.

In order to service these customers and our wider stakeholders, AMP has developed a long-term and sustainable vision for the development of our business which centres on our promise of ‘For all our tomorrows: delivering the right balance of security and performance’. AMP’s strong internet presence, along with business critical technologies such as the world wide web and email, are of central importance to this promise. As such, the business envisions that the “.amp” TLD and the domain names registered under it will be a great opportunity for AMP to interact online with its current network of employees, customers and financial planners.

The “.amp” Registry will provide an internet space, under the control of AMP, to allow the distribution and exchange of information and services among the business and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies that resides within the domain name space."