18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

18(b) How do you expect that your proposed TLD will benefit registrants, Internet users, and others?

The .ABC gTLD may become a valued destination point for American Broadcasting Companies, Inc. (“ABC”) content viewing, acquisition and distribution. It provides a fully branded string that will be easy to remember, shortened for simple sharing across social media platforms, and have immediate brand awareness in global markets where ABC provides content. With the massive changes in technology and content distribution⁄consumption, the ABC brand has the potential to extend globally, breaking the bounds of just the common terrestrial broadcasting, cable and satellite offerings in the US market. Now anyone in the world can download ABC apps on their iPads, iPhones and other mobile devices, and consume ABC content. Although it is unknown how the mobile⁄computer⁄”TV” viewing model will evolve, the company believes a crucial component of marketing and consuming ABC content will continue to involve and be built upon internet models and protocols.

18(b)(i) What is the goal of your proposed TLD in terms of areas of specialty, service levels, of reputation?

As a part of the implementation strategy, it is critically important that ABC maintains control of the brand. To that end, the company plans to implement a closed gTLD. Registration requirements will dictate that ABC must be the registrant for all domains in the gTLD to ensure there is control around which second level domains are created. The domains will follow explicit business plans and strategies, and will be intentionally created, monitored for performance against the strategy, and reviewed for new potential business opportunities.

18(b)(ii) What do you anticipate your proposed TLD will add to the current space, in terms of competition, differentiation, or innovation?

In terms of innovation, ABC has been at the forefront of mobile and digital delivery of content, dating back to Disney’s deal with Apple for digital distribution of [ABC] content in 2006. That same level of innovation continues on multiple fronts. Some of the business models that will involve .ABC may include personalization. Currently, ABC.COM allows users to log in to their website. Extending that capability into a range of other personalized offerings, combined with better social media (i.e. Facebook, Twitter, Pinterest, etc…) integration, should increase both access to and enjoyment of ABC content.

In innovative and differentiating spaces, business models often start out as possibilities and visions with little to no immediate revenue. The company believes that is likely to occur with many of the new gTLD domains. Some trial and error will occur. ABC wants to observe how consumers react to this expansion, experiment with it and be positioned to take advantage where the opportunities look promising.

18(b)(iii) What goals does your proposed TLD have in terms of user experience?

Regarding user experience, ABC expects the new gTLD to be used in conjunction with other offerings, as previously mentioned. The competitive landscape continues to evolve to the mantra of “my life, anytime, anywhere.” The notion of apps, websites, television channels, digital video discs (“DVD’s”), and other delivery mechanisms are converging. It is often unclear what happens when a user clicks on content to read or watch. Does the user know or care what happens when they click on a link in a Twitter tweet, tap a picture in the Flipboard iPad app, click on an advertisement on Facebook, or press their remote control to view a YouTube video from their smart-app-enabled wifi TV? It is unclear to ABC how this landscape will continue to evolve. To be competitive is to prepare and experiment, which is another reason why ABC is considering this gTLD.

18(b)(iv) Provide a complete description of the applicantʹs intended registration policies in support of the goals listed above.

As per the application, user abuse, security and rights protection policies have been drafted and will be enforced between ABC, Verisign (ABC’s outsourced registry services provider) and Registrars.

18(b)(v) Will your proposed TLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

As previously stated, the company plans to implement a closed gTLD. ABC has a long history of ensuring its network viewers and Internet end-users are protected. ABC will develop an acceptable use policy that will govern how domain names can be used in the .ABC gTLD. This policy will be followed when ABC personnel register second level domains in the .ABC gTLD.

The company plans no specific outreach or communications regarding registration of domains issued for the closed “.ABC” gTLD. However, marketing and public relations efforts will exist in a similar fashion to the existing Internet content destinations for each of the new second level domains operated.

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