DONUTS


"RIGHTS HOLDERS CAN ADDRESS THE NEED TO PROTECT A NAME FROM INFRINGEMENT WITH ONE SERVICE THAT DOES SO AT A FRACTION OF THE COST"


Can you tell us the wholesale price of the DPML?


Tat information isn't public, but we’ve seen retail pricing under $3,000 for the initial five- year term.


What happens if a trademark owner blocks a term using the DPML but another company that shares the trademark wants to register that term?


Te other company with rights to the same term may "override" a DPML block and register the name in question. Keep in mind that a customer initiating an override must have:


- Sunrise rights to the name - An exact match of the trademark


- A valid filing for the mark in the Trademark Clearinghouse (TMCH)


If a rights holder is aware of a competing term that it wants to put to use and avoid an override, that can be done simply by registering the term as a domain name. (Example: Delta Airlines could register a term related to the word “delta” to prevent Delta Faucets from overriding a DPML block of that term.)


Detail on the terms and conditions of DPML can be found on our website at www.donuts.co


Why is the DPML beneficial to rights owners?


Cost savings and simplicity. Rights holders can address the need to protect a name from infringement with one service that does so at a fraction of the cost of "defensively" registering a term in all Donuts-managed gTLDs. Tere are, however, other benefits:


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- Brand owners can protect more than their marks—they can also purchase DPML blocks for names that contain their marks.


- DPML is flexible. Trademark holders can protect terms in all Donuts gTLDs while retaining the ability to register specific terms during or aſter Sunrise.


- A one-time purchase protects a term for five years.


- Simplicity: Names blocked by DPML aren't "live" on the Internet, so rights holders have no technical burden when using the service.


Surely the DPML is only cost-effective if trademark owners would otherwise register defensively in all, or at least most, of your registries?


It's a very cost-effective service. Te perceived need to register a term in all gTLDs is based on the needs of the rights holder—surely some would choose to do so, while others may skip gTLDs where their terms don’t seem relevant (e.g., SmithGravelContractors.PIZZA). But the appeal is in the ability to manage terms cost- effectively across all Donuts gTLDs.


What is Donuts doing to ensure that its involvement in the gTLD process goes as smoothly as possible?


We are doing our very best to make the system easy for registrars (the “retailers” of domain name registrations) to integrate and provide DPML to customers. Further, we have designed our services and technical systems to ensure that we provide the simplicity and security expected by both registrars and the registrants themselves.


Is there anything else going on at Donuts that brand owners should know about?


We designed the DPML service to address the needs and concerns requested by the trademark community. Te new gTLD program is in full swing, with hundreds of new gTLDs being introduced over the course of


the next year.


Companies that have yet to form a strategy for new gTLDs need to get up to speed quickly— these names will provide the specific, relevant and fresh naming options the Internet has needed for many years. Our website at www.donuts.co is a great resource and provides all of the terms,


Trademarks Brands and the Internet V Volume 2, Issue 2 olume 2, Issue 2 olume 2, Issue 4


Bob Samuelson brings more than 15 years of domain, brand protection and digital marketing experience to the Donuts team.


After retiring from a professional volleyball career, which included a bronze medal in the 1992 Olympic games, Samuelson played an integral role at .tv. He subsequently joined Verisign’s Digital Brand Management Services group, providing domain portfolio management and brand protection services for some of the world’s largest and most respected brands.


Most recently with the Marketing Cloud division of Adobe Systems, He gained invaluable knowledge about the website creation life cycle and the consumer experience.


www.worldipreview.com


conditions and other details on DPML and our other services. 


Bob Samuelson is vice president of sales and marketing at Donuts Inc. He can be contacted at bob@donuts.co


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