.cisco Domain

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .CISCO gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .cisco gTLD will operate as a restricted registry, in which Cisco Technology, Inc (Cisco) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .cisco gTLD will be used by Cisco to provide information, services and resources to consumers in a way that promotes trust, convenience and utility. The .cisco gTLD will provide an authoritative internet space for Cisco and, potentially, its affiliates and partners. Second and third level domains can then be utilised for brand management and marketing purposes, with internet users assured of brand authenticity.

Cisco is the worldwide leader in networking that transforms how people connect, communicate and collaborate. Founded in 1984, Cisco pioneered the development of Internet Protocol-based networking technologies. Cisco has continued this tradition with the development of routing, switching, and other networking-based technologies such as application networking services, collaboration, home networking, security, storage area networking, telepresence systems, unified communications, unified computing, video systems, and wireless. This is in keeping with Cisco's mission to shape the future of the Internet by creating unprecedented value and opportunity for its customers, employees, investors and ecosystem partners. Headquartered in the United States (California), Cisco and its affiliates have over 240 offices across North America, Latin America, Africa, Asia Pacific, Europe and the Middle East and employ about 63,500 people. Cisco's parent entity, Cisco Systems, Inc, is listed on the NASDAQ Stock Market and, by Q1 of FY2012, generated around USD11.3 billion in revenue. Cisco's products and services target enterprises and service providers, small businesses, and home and executive users, and have been used in industries such as financial services, government, healthcare and education. At Cisco, creating long-lasting customer partnerships and working alongside customers to identify their needs and provide solutions that support their success is paramount. Through networked technologies and partnerships, Cisco aims to enable its customers to be more competitive and differentiate themselves in the market by solving their most important technology and business issues. In this regard, consumer trust and continuous innovation are critical considerations in all its activities.

Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated, resulting in loss of consumer confidence beyond mere monetary harm. The .cisco gTLD will facilitate greater trust and assurance from internet users connecting with Cisco online, whilst still allowing convenient and efficient interaction.

Cisco's mission and purpose for the proposed new gTLD align with ICANN's initiatives to promote public interest. Cisco is committed to contribute to achieving such initiatives in line with ICANN's Affirmation of Commitments, which includes:

- consumer trust: the .cisco gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Cisco at this stage, which will provide added consumer trust that .cisco domain names are authentic and reliable. As .cisco domain names are subject to registration standards, policies and procedures under Cisco's control, this eliminates the possibility of malicious conduct within the .cisco domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN's initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .cisco will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations, which will enhance Cisco's marketing efforts through the ability to create new second and third level domain names on demand. These names will provide consumers with more choices for interacting with Cisco. As Cisco has effective control over the registration and use of domain names under the .cisco domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of .cisco, the projected number of registrations is likely to be limited to about 50 domain names in the first year. However, over the next few years, the number of registrations is likely to increase to about 650 domain names as Cisco develops and implements new services and marketing campaigns through the creation of relevant domain names for Cisco's products and services.

As the .cisco gTLD expands and evolves, Cisco may consider offering the use of second level domain names to its affiliates and partners. In any such instance, Cisco will continue to comply with all operational, technical and policy requirements, as well as maintain consumer trust and the stability of the internet. Cisco will keep ICANN reasonably informed of any material developments relating to .cisco, including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Cisco does not intend to use geographic names at the second level initially. However, Cisco may use geographic names at a later stage to localise its websites in the countries in which it operates. Such use of geographic names will be in accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, with the aim to:

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the relevant territory.


At this stage, Cisco does not intend to utilise Internationalized Domain Names (IDNs). However, as the use of the .cisco gTLD evolves, Cisco may utilise IDNs within the .cisco domain space to allow internet users to engage with .cisco in their native language, creating a more positive user experience and encouraging diversity.

Cisco is a well-recognised global brand with its "Cisco" trademark registered in about 115 countries and territories, such as the US, EU, Australia, China, Brazil and India, for categories including: Electrical and scientific apparatus (Class 9); Advertising and business (Class 35); Telecommunications (Class 38); Education (Class 41); Computer, scientific & legal (Class 42). The company also owns over 1,000 trademark registrations containing the "Cisco" mark across 147 countries including the US, EU, South Korea, Hong Kong, South Africa and Russia in the same categories.

Further, Cisco has an extensive domain name portfolio including approximately 190 existing domain names with an exact match to the applied-for .cisco string (e.g., cisco.com, cisco.org.uk, cisco.us and cisco.org.ru).

Recently, Cisco was successful in securing a sunrise application for the cisco.xxx domain space based on existing trademark registrations.×