The .AXA new gTLD

According to the Applicant, the purpose of the TLD is manifold, as will be further explained below:
  1. Consolidate AXA brand #1 ranking 
    • Reflect and operate applicant’s key and most distinctive brand (“AXA”) at the top level of the DNS hierarchy;
    • Consolidate the internet AXA environment with a unique extension;
  2. Provide stakeholders of the Applicant, such as entities, internal departments, distributors, subcontractors, business partners, customers (individuals and companies), shareholders, press, candidates, with a recognizable and trusted identifier on the Internet;
  3. Provide such stakeholders with a secure and safe Internet environment that is mainly or even fully under the control of the Applicant and its subcontractors;
  4. Provide selected AXA stakeholders with the opportunity to create and or manage a secure and safe Internet environment that is mainly or even fully under control of the Applicant and⁄or such stakeholders;
  5. Transversal initiative
    • Strengthen cohesion both externally and internally;
    • Investment for long term web development;
  6. Protection of the brand in the short term;
  7. Increase AXA’s control and visibility on the web;
    • Wide perimeter of use (ST ⁄ LT);
    • Easily modifiable and cancellable domain names;
  8. Improve the visibility and consistency of distributors and partners online presence (formalized domain names);
  9. Rejuvenate distribution models through digital as web is more and more a point of passage for sales and pre sales process;
  10. Enhance the consistency between the departments by setting in common priorities defined for IT, Marketing, Distribution;
  11. Enable multiple web opportunities for specific client segments.
Jovenet Consulting,
Aug 7, 2016, 10:26 AM