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Status: Proposed
Registry Provider: CentralNic
Type: Brand TLD
Priority #: 1669 - Emirates Telecommunications Corporation

More information: NTLDStatsLogo.png

.etisalat is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Emirates Telecommunications Corporation (trading as Etisalat).[1]

Application Details

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

"Etisalat (Emirates Telecommunications Corporation) has chosen to apply for the .etisalat TLD to promote awareness of its services and products and facilitate the digital growth and expansion of the Etisalat brand. The .etisalat TLD will be a tool to control and protect the Etisalat brand and it’s Trademarks by providing an official digital hub for consumers worldwide as well as foster consumer trust by creating a secure and technically stable zone. Etisalatʹs mission is to extend peopleʹs reach by promoting its core consumer-centric values of reliability, openness, enabling, simplicity, caring, energy and optimism. Etisalat believes not only that the deployment of the TLD will facilitate this mission, but also that it will contribute to ICANNʹs commitment to innovation, consumer protection, security, and stability.

Headquartered in Abu Dhabi, United Arab Emirates (UAE), Etisalat has presence in the Middle East, Asia and Africa and is the largest telecommunications operator in the Middle East and Africa. With a market value in excess of AED 80 billion (US$21 billion) and annual revenues of approximately AED 32 billion (US$9 billion), Etisalat is a successful and respected corporation both in the MENA region and worldwide. It has won dozens of awards, including being named ʺbest overall operatorʺ in the Middle East 10 times since 2006, and in 2012, receiving prestigious GSMA awards for Best Mobile Health Innovation and Mobile Product for Women in Emerging Markets for Mobile Baby initiative and also named Best Mobile Money Innovation.

Etisalat has served the telecommunications need of individuals and businesses in the UAE and Gulf Region since 1976. Since then, it has built a modern telecom infrastructure, established itself as a technology leader, and continued to expand its reach not only through innovative services for its UAE customer base but through its ever growing international markets. Etisalat is a blue chip multinational organization that operates in 17 countries across Asia, the Middle East and Africa – a coverage area with a population of over two billion people. The group’s global subscriber base exceeds over 165 million subscribers through mobile, fixed line voice and data services, broadband and cable TV and its satellite network provides services over two thirds of the planetʹs surface. Etisalat is one of the worldʹs fastest growing operators, and it has helped the UAE sustain its position as the regionʹs technological hub while simultaneously pioneering environmentally friendly information and communications systems.

Etisalat is not only in the telecommunications business; the corporation offers a variety of hi-tech complimentary services to the telecommunications industry including managerial and technical training, SIM card manufacturing, payment solutions, clearing house services, peering, voice and data transit, and submarine and land cable services. The decision to apply for the .etisalat TLD is part and parcel of its commitment to state-of-the-art technology throughout the company infrastructure and product offering, which has seen Etisalat pioneer next-generation networks for fixed lines and wireless and deploy enough fibre optic cable in the UAE to stretch to the moon and back two and a half times. Not only will this infrastructure meet the highest international standards, but it is expected to reduce carbon emissions by 80% and energy consumption by 70%. This focus on technological innovation and environmental responsibility has helped Etisalat capture significant market share as the company expands.

Etisalat shares ICANNʹs commitment to consumer empowerment, innovation, and competition. One noted example is the introduction of mobile broadband services (including video call and mobile TV) to Egypt and Saudi Arabia, which has changed market dynamics and provided affordable Internet access to millions of consumers. Etisalat was named ʺmost innovative companyʺ at the 2011 International Business Awards and has recently launched 4G mobile to the UAE while offering the Middle Eastʹs fastest fixed line broadband service.

In addition to its commitment to technology and its consumers, Etisalat takes its mission of corporate social responsibility very seriously, and it actively engages in projects promoting health care for women in sub-Saharan Africa, providing access to clean water in Egypt, and famine and malnourishment relief in Africa, among others. Etisalat supported, and contributed to multiple initiatives in 2011, through sponsorships and donations for sports, educational, health, community and charitable events - in an ongoing mission to help enhance all aspects of society.

Etisalat’s award-winning Mobile Baby initiative delivers affordable healthcare for all powered by mobile connectivity with significant results: Mobile Baby programme is a complete suite of services that enables birth attendants and midwives to ensure safer pregnancies and deliveries by enabling them to identify, communicate, and act on obstetric emergencies quickly and accurately. In Tanzania, where Etisalat first launched the service, there has been a substantial drop in baseline maternal mortality rates and a 30 percent increase in the in-medical facility delivery rate. During 2012 the Etisalat Mobile Baby service will be rolled out across its operations in Africa and Asia.

The .etisalat TLD will provide a digital home for information about all the previously-mentioned services as well as facilitate the potential future expansion of Etisalat’s web presence. Etisalat’s corporate mission requires it to actively extend people’s reach – meaning that it consistently develops active networks that enable people to develop, learn, and achieve their aspirations in life. The launch of the .etisalat TLD falls squarely within this mission and will allow Etisalat to achieve its goals of innovation, outreach, growth, and learning while reinforcing its credibility and reputation for technical stability, security, and excellence.

The Etisalat brand has been recognized in the Brand Finance Global 500 list as ranking number 363 among the world’s leading brands with brand value up to US$ 3.12 billion, and the second most valuable brand in the Middle East. Etisalat has almost 1,000 Trademarks filed or registered globally relating to the Etisalat name and brand.The brand name ʺEtisalatʺ has been used since the companyʹs founding in 1976 and is widely recognized throughout Etisalatʹs coverage area of 2 billion inhabitants and elsewhere as synonymous with the aforementioned service offerings. It is Etisalatʹs intention for the deployment of the .etisalat TLD to mirror Etisalatʹs growth as a brand and as a company, and also for the TLD to become part of Etisalatʹs Intellectual Property portfolio (thereby protecting the brand and the legion of consumers who currently recognize the brand and the many more who will do so as the company expands its reach).

Although the initial number of domains is expected to be small, depending on the evolution of the new TLD program and uses of new TLDs, Etisalat domains may be made available for registration by higher numbers of affiliates of Etisalat. The proposed Initial Eligibility and Acceptable Use Policy is located in response to question 29.10."[2]