18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

18 (a) Describe the mission⁄purpose of your proposed gTLD.
The applied-for TLD .PLACE is being established to accomplish the following mission and purpose:
To establish an online extension that by virtue of its semantic meaning and its open, unrestrictive and secure attributes, will be a viable generic, alternative to other gTLDs and ccTLDs; improve accessibility, usability and utility of the DNS; enhance user experience; creating a sustainable, competitive advantage through differentiation with a focus on innovation, business model diversification and customer service; protecting intellectual property as well as preventing malicious activity.
Under this mission the TLD will be operated as a critical public resource in an open, responsible, stable and secure manner with the highest level of technical security resources and mechanisms that are aligned with technical advancement and innovation.

The objective of 1589757 Alberta Ltd. (DotPlace) is to apply and launch the .PLACE TLD given the popularity of the term “place” that strongly relates to human navigation instincts. DotPlace will operate the TLD in a consistent manner with the following principles: stewardship, integrity, social responsibility, ICANN and Internet community involvement, transparency, standards compliance and development, entrepreneurship and innovation.
DotPlace has developed its mission statement with the primary objective of serving the interests of its registrants and Internet users while incorporating enhanced safeguards to protect intellectual property and prevent fraudulent or malicious activity by bad actors.
The mission⁄purpose is consistent with ICANN’s Affirmation of Commitments (AoC) including:
- “ensuring accountability, transparency and the interests of global Internet users” in regards to security, “enhancing the operational stability, reliability, resiliency, security, and global interoperability of the DNS” and “promoting competition, consumer trust, and consumer choice” while “adequately addressing consumer protection, malicious abuse, and rights protection issues” (http:⁄⁄www.icann.org⁄en⁄about⁄agreements⁄aoc⁄affirmation-of-commitments-30sep09-en.htm).
Registry Mission⁄Purpose Guiding Principles:
STANDARDS COMPLIANCE, SECURITY, RESILIENCY, AND STABILITY
The DNS Registry provider for the TLD, CentralNIC, is a market leader and innovator on the Internet. Details of technical and operational capabilities matching the TLD’s mission are provided in responses to questions #23-44.
The TLD will meet all minimum standard ICANN requirements and will be operated in a secure, resilient and stable manner.
COMPETITION, INNOVATION, FAIRNESS, AND CONSUMER CHOICE
Prospective registrants identifying themselves with the generic TLD can register domains if they agree to the TLD’s terms and its mission. No registrant eligibility requirements are established thereby providing an open and fair registration process that gives registrants an advantage in regards to brand positioning and registering the domain of their choice that might not otherwise be available under existing TLDs or ccTLDs.
As a result, the TLD will enhance competition at both the registry, registrar and registrant level.

INTELLECTUAL PROPERTY PROTECTION AND TRUST
DotPlace has incorporated policies to protect intellectual property, fight malicious conduct and ensure domains are allocated in fair methods.
Phased launches provide (i) rights holders a first-come allocation method in the Sunrise phase (ii) auctions if there are multiple domain inquiries during Landrush phase, and (iii) first-come, first serve open registrations for all registrants. All registrants must agree to the .PLACE Anti-Abuse policy to prevent malicious behavior and bad actors along with all other standard TLD registration policies.
Dispute mechanisms and compliance efforts will provide an added level of intellectual property protection and trust.

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