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

gTLDFull Legal NameE-mail suffixDetail
.storeDotStore Inc.radixregistry.comView
1. GOAL OF .STORE

1.1 SPECIALTY

* Our goal for .Store in terms of area of specialty is to be the first choice generic TLD among new registrants seeking to communicate a direct offering to sell or purchase goods, services and⁄or merchandise online. The .Store registry will provide registrants the opportunity for first choice of their preferred domain name on a generic global TLD.

The .Store extension is intended to provide the registrant an immediately recognized domain name that tells their potential customers the registrant’s products or services can be purchased online.

1.2 SERVICE LEVELS

Our goal for .Store in terms of service levels is to go above and beyond the ICANN SLAs. ICANN provides for its expected SLA in Specification 10 in the Registry Agreement in the Applicant guidebook.

We have engaged ARI Registry Services (ARI) to deliver services for this TLD. ARI provides registry services for a number of TLDs including the .au ccTLD.

Our contract with ARI is attached to our response to Q46. This contract details the SLA we intend on achieving with this TLD. As can be seen in the contract we have exceeded the ICANN required SLA on every parameter.

Our response to Q34 and Q35 provides details on ARI’s distributed anycast DNS network. ARI’s DNS network provides for 16 geo distributed sites resulting in a very low resolution latency for end-users, amongst the lowest in the industry.

It is our objective to provide 100% uptime, a resilient global DNS infrastructure, and very low latency in terms of DNS resolution for this TLD

1.3 REPUTATION

Reputation of our TLD is of paramount importance to us. The reputation of our TLD directly relates to how end-users on the internet perceive our Registrants. We will ensure the highest reputation of .Store by ensuring the following –
* Maintaining a high quality bar with respect to Registrants in the TLD
* Well defined Acceptable usage and content policies
* Well defined dispute resolution mechanisms
* Ensuring Whois accuracy to support abuse mitigation
* Well defined and implemented abuse mitigation processes
* Well defined and implemented rights protection mechanisms
* Exceptional service levels

To this effect we have created unprecedented Abuse mitigation policies and Rights protection mechanisms that go significantly above and beyond mandatory requirements and common practice described in considerable detail in our response to Q28 and Q29. We also commit to extremely high service levels that go beyond the stipulated service levels in the applicant guidebook.

2. CONTRIBUTION OF .STORE TO THE NAMESPACE

2.1 CONTRIBUTION IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION

* Per ICANN’s Bylaws as amended June 24, 2011, ICANN’s core value number six is “Introducing and promoting competition in the registration of domain names where practicable and beneficial in the public interest.”

* The .Store registry will be a new direct and formidable competitor to for the current group of global generic TLDs. This will be especially true in the key growing international markets.

* The .Store registry’s innovation will focus on two areas, the themed meaning of our string: a “virtual global market”, and our enhanced abuse management programs.

* The .Store registry’s differentiation will be “the virtual global market”. More than any of the other global generic gTLD registries, we will provide registrants a domain space that intrinsically implies the purpose of associated web services: business-to-consumer commerce. Additionally, by offering a new top level domain with vast second-level name availability, we will also aspire to be the first choice gTLD of an e-commerce registrant seeking to sell their products and⁄or services to consumers. .Store will provide registrants the option to register more desirable and shorter names as opposed to names they would have otherwise registered in existing gTLDs due to the high saturation of the existing namespaces.

* Despite the prevalence of English as a language of commerce, past gTLD registries have largely focused on North America and European marketplaces. Directi will be offering the .Store to international markets, with the goal of a truly global distribution of registrants and hence and their products and⁄or services. The .Store virtual global market will bring international e-commerce registrants a greater opportunity to display their products on the world stage rather than being lost in the millions of websites within .com.

* Most gTLDs have largely focused on developed markets with 70+% internet penetration. Domain Name and website growth is yet to occur in other developing markets like India, Brazil, Russia, China, Indonesia etc. However as the market for websites and domain names grows in these economies the existing gTLD space in TLDs like .com, .net, .org etc will already be saturated with all tier 1 names no longer available to markets like Asia, Africa. 70% of .com check-availability checks return unavailable (data obtained from our Internal Research). New companies have to resort to 2nd tier long multi-word names for their businesses in these markets. .Store will broaden the namespace by providing an alternative for the business-to-customer e-commerce market in developing markets to register the domain name of their choice creating competition.

* .Store will also allow Registrants in the e-commerce market to differentiate themselves from the 200+ million domain names out there. As of now a domain belonging to an online store appears identical to any other domain name in a .gTLD (com) or .ccTLD extension (eg .in). .Store provides the ability for Registrants to create a differentiated identity wherein just by looking at the URL end-users will be able to recognize and identify the URL as a destination at which they can buy something or shop, and essentially realize that they are visiting a virtual store.

* Our intent is to operate .Store with a focus on integrity and quality for the .Store brand. This entails running robust abuse mitigation programs and pioneering Rights Protection Mechanisms from initiation, which in our case not only meets ICANN’s requirements, but extends significantly beyond it as described in our response to Q28 and Q29.

3. USER EXPERIENCE GOALS

.Store considers both its Registrants and the end-users that access .Store websites as its users. Our goal is to create a highly reliable namespace and provide an outstanding user experience to both Registrants and end-users of .Store.

Registrants of .Store have an assurance of a scalable, resilient registry with 100% uptime, low latency, and exemplary security standards. Registrants will have the option to register the domain name of their choice, without much saturation of the namespace. Our registration policies and abuse mitigation policies ensure that Registrants will get advantages like higher recognition, better branding and more desirable, shorter names.

Our content and acceptable use policies and abuse mitigation processes ensure that end-users are benefited from a clean namespace. These are described in further detail in our response to Q28 and Q29.

4. REGISTRATION POLICIES IN SUPPORT OF GOALS

4.1 GENERAL NAMES

The goals of .Store are outlined in the sections above. These goals are supported by the following artifacts –
* Registration policies and processes
* Acceptable usage policies and content guidelines
* Abuse mitigation processes
* Rights protection mechanisms
* Dispute resolution polices

To this effect we have created unprecedented Abuse mitigation policies and Rights protection mechanisms that go significantly above and beyond mandatory requirements and common practice. The salient aspects of all of the above are described below -
* DotStore Inc. is a wholly owned subsidiary within the Directi Group. The Directi Group runs various businesses including several ICANN Accredited Domain Registrars (ResellerClub.com and BigRock.com) and Web Hosting companies. With over four million active domain names registered through its registrars, Directi has significant experience (over 10 years) of managing domain name abuse mitigation and rights protection. Directi has been heralded as a white hat registrar and the undisputed leader with respect to abuse mitigation.
* Our Abuse and compliance processes will be run by the Directi Group
* We have an elaborate and detailed Accepted usage and content policy that covers over 11 macro forms of violations
* .Store will create a zero-tolerance reputation when it comes to abuse
* We have a defined SLA for responding to abuse complaints ensuring guaranteed turn-around time on any abuse complaint depending on its severity
* We will work closely with LEA and other security groups to mitigate abuse within the TLD by providing them with special interfaces (eg searcheable whois) and interacting with them regularly in terms of knowledge sharing.
* Other abuse mitigation steps we undertake include profiling, blacklisting, proactive quality reviews, industry collaboration and information sharing, regular sampling, contractual enforcements and sanctions
* The protection of trademark rights is a core goal of .Store. .Store will have a professional plan for rights protection. It will incorporate best practices of existing TLDs, going above and beyond the ICANN mandated RPMs to prevent abusive registrations and rapidly take-down abuse when it does occur.
* Standard RPMs such as Sunrise, Trademarks claims service, URS, UDRP, SDRP, PDDRP, SPOC etc are all provided for. Additional RPMs such as Optional Trademark declaration, profiling and blacklisting, proactive quality reviews, APWG Review and others will also be provided.

The above salient points barely scratch the surface in detailing the steps that .Store will take in order to build a reputation of operating a clean, secure and trusted namespace. Significant details of all of the above and more are provided in our responses to Q26, Q27, Q28 and Q29

4.2. OTHER NAMES

* We will reserve the following classes of domain names, which will not be available to registrants via the Sunrise or subsequent periods:
** The reserved names required in Specification 5 of the new gTLD Registry Agreement.
** The geographic names required in Specification 5 of the new gTLD Registry Agreement. See our response to Question 22 (“Protection of Geographic Names”) for details.
** The registry operator will reserve its own name and variations thereof, and registry operations names (such as nic.Store, registry.Store, and www.Store), so that we can point them to our Web site. Reservation of the registry operator’s names was standard in ICANN’s past gTLD contracts.
** We will also reserve names related to ICANN and Internet standards bodies (iana.Store, ietf.Store, w3c.Store, etc.), for delegation of those names to the relevant organizations upon their request. Reservation of this type of names was standard in ICANN’s past gTLD contracts. The list of reserved names will be published publicly before the Sunrise period begins, so that registrars and potential registrants will know which names have been set aside.
* We will reserve generic names which will be set aside for distribution via special mechanisms.

5. PROTECTING PRIVACY OF REGISTRANTS’ OR USERS’ INFORMATION

.Store is committed to providing a secure and trusted namespace to its Registrants and end-users. To that extent we will have several measures for protecting the privacy or confidential information of registrants or users -

* Our Whois service (web-based whois, port 43 whois and searchable whois) all have built in abuse prevention mechanisms to prevent unauthorized access, data mining, data scraping and any other abusive behavior. Details of this are provided in our response to Q26

* .Store will allow Registrants to use privacy protection services provided by their Registrars in the form of a Proxy whois service as long as they follow the guidelines stipulated within our response to Q28 to prevent any abuse of the same

* As per the requirements of the new gTLD Registry Agreement (Article 2.17), we shall notify each of our registrars regarding the purposes for which data about any identified or identifiable natural person (“Personal Data”) submitted to the Registry Operator by such registrar is collected and used, and the intended recipients (or categories of recipients) of such Personal Data. (This data is basically the registrant and contact data required to be published in the WHOIS.)

* We will also require each registrar to obtain the consent of each registrant in the TLD for such collection and use of Personal Data. As the registry operator, we shall not use or authorize the use of Personal Data in a way that is incompatible with the notice provided to registrars.

* As the registry operator we shall take significant steps to protect Personal Data collected from registrars from loss, misuse, unauthorized disclosure, alteration, or destruction. In our responses to Q24, Q30 and Q38 we detail the security policies and procedures we will use to protect the registry system and the data contained there from unauthorized access and loss.

* As registry operator we impose certain operational standards for our registrars. In order gain and maintain accreditation for our TLD, we require them to adhere to certain information technology policies designed to help protect registrant data. These include standards for access to the registry system. Please see our response to Q24, Q25 and Q30 for details.

* We offer a “registry lock” service, designed to help protect participating registrants’ contact data from unauthorized modification, and against unauthorized domain transfers and deletions. Please see our response to Q27 for details.

* .Store implements DNSSEC at the zone which guarantees origin authentication of DNS data, authenticated denial of existence, and data integrity. This protects end-users from a man-in-the-middle attack protecting the privacy of data of end-users.

6. OUTREACH AND COMMUNICATIONS

* Our goal for .Store is to create a global virtual market for e-commerce registrants seeking a themed TLD to identify a business-to- consumer commerce offering, reaching shoppers around the world.

* To achieve this, we will emphasize distribution channels internationally – not just in one or more focused regions.

* Our outreach efforts will thus be directed towards our target market in coordination with Registrar partners, to ensure greater adoption of the .Store TLD. One important method of outreach will involve co-marketing programs with registrars. We will also leverage Directi’s existing channel of 65,000 Resellers, and its strategic relationships with other ICANN Accredited Registrars.

* We will also engage in relevant PR and outreach programs as well as ensure appropriate publication of information on our website.

The communication and outreach will focus on -
* Education amongst the e-commerce market.
* Generating awareness of our Registration policies, Acceptable usage and content policies, Abuse mitigation processes and Rights protection mechanisms

This completes our answer to Q18(b).
gTLDFull Legal NameE-mail suffixDetail
.loveSierra Registry Limitedfamousfourmedia.comView
Q18b
How do you expect that your proposed gTLD will benefit Registrants, Internet users, and others?

The Applicantʹs primary intention is to provide a favorable ecosystem for the growth and evolution of the sector. The key to achieving this aim are significant provisions for brand integrity and protection of intellectual property. The Applicant intends to push the boundaries of what can be done through innovative design of the new top level domain, including technologies that capitalize on the sectorʹs needs. A close relationship with the sectorʹs stakeholders is essential to this purpose, and will enable .love to grow in response to both Registrant and user needs. The gTLD also contains significant opportunities as a next generation organizational scheme for online content, including provisions for abuse prevention to defend users against malicious registrations. The gTLD has been meticulously designed by a team of industry leaders from an array of different fields. This has enabled the creation of an airtight financial strategy, an inspired technological development plan as well as a close and dynamic relationship with the sector community - all critical needs on the path to the enduring success of the gTLD.

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

Specialty

The Applicant’s key specialty goal is to enable a secure and stable gTLD dedicated to providing global Internet users with a targeted space for subject matter of interest. This gTLD will serve as a home for both Registrants and end-users who feel an affinity with this sector and its associated content. Consequently they will prefer to register domain names, create and post content and seek information in a highly targeted manner.

Allowing users the ability to create a targeted, unique space within the new gTLD will enable them to customize their online offering and presence. The .love gTLD will by itself clearly signal the nature and purpose of such websites to Internet users.

The applicant intends to actively promote gTLD specific vertical searching in the gTLD for the benefit of Registrants, end-users and other stakeholders. This specialization through Vertical Search will also benefit Internet users seeking authentic online information and products or services as they will no longer have to wade through content completely unrelated to their desired results.

As the gTLD is sector specific it will provide a better context for second level strings allowing for a much higher number of relevant and more conscise domains. This more targeted environment will simplify the user experience across multiple platforms specifically with smartphones and tablets where minimal input is favoured.


Service Levels

The goal of the gTLD Registry is to offer domain name registration services of the highest level, exceeding both ICANN requirements and current sector norms. To achieve these goals, the Applicant has contracted with well established, proven service providers offering the highest possible level of quality in Registry and Registrar services. The expertise of the service providers will ensure that the security and quality of the gTLD will be uncompromised.

The Applicant will further provide the highest level of service to trademark, legal rights owners and second-level domain owners. To achieve this goal the Applicant will be implementing a range of Abuse Prevention and Mitigation policies and procedures. The Applicant is also firmly committed to the protection of Intellectual Property rights and will implement all the mandatory Rights Protection Mechanisms (RPMs) contained in the Applicant Guidebook. Aswell as these The Applicant will further protect the rights of others through the implementation of additional RPMs. The RSPʹs experience will ensure that the gTLD provides this high level of service to trademark and other legal rights owners to combat abusive and malicious activity within the gTLD.

The Registry will respond to abuse or malicious conduct complaints on a 24⁄7⁄365 basis, respond to requests from governmental and quasi-governmental agencies and law enforcement in a timely manner, and promptly abide by decisions and judgments of UDRP and URS panels, in accordance with ICANN consensus policies.

The Applicant will also provide fast and responsive (24⁄7⁄365) customer support to both Registrars and end-users in a number of languages to assist with general enquiries as well as complaints of abusive or malicious conduct.


Service Levels related to Registry Backend Services

The Applicant will work with ARI Registry Services Inc. (hereinafter “RSP”) whose extensive experience spans more than a decade. This will ensure delivery of the protected, trusted, and permanently-running Registry infrastructure necessary to reliably host and operate a gTLD. The Applicant will also work with its Registrars to ensure that consumers receive secure, fast, and reliable domain name registration services with a high-level of customer service.

The global DNS network that will be utilised for the resolution of domains in this gTLD has already been operating for over 10 years. It currently delivers DNS resolution for several TLD customers and provides low latency query responses with a 100% DNS uptime service level agreement.

The Applicant will further leverage the RSP’s existing DNSSEC infrastructure, capabilities, and experience to provide a robust and standards compliant implementation that ensures DNSSEC services are always available as part of the DNS.

The Shared Registry System (“SRS”) to be used for the Applicantʹs gTLD is a production-proven, standards-based, highly reliable and high-performance domain name registration and management system that has been designed to operate at the highest performance levels. The Applicantʹs RSP has been able to meet or exceed their SLA requirements nearly every month since itʹs inception. Their Registry has achieved a 99.997% success rate in meeting SLAs since 2004.

The Applicantʹs RSP has extensive experience providing ICANN and RFC-compliant WHOIS services for each of the gTLDs that it operates as a Registry Operator for both gTLDs and ccTLDs. The RSPʹs thick WHOIS solution is production proven, highly flexible, and scalable with a track record of 100% availability over the past 10 years.

The Applicant will comply with all the data escrow requirements documented in the Registry Data Escrow (“RyDE”) Specification of the Registry Agreement and has a contract in place with Iron Mountain Intellectual Property Management, Inc. (“IM”) for RyDE Services. The Applicant and its RSP will in conjunction with Iron Mountain work to ensure that the escrow deposit process is compliant 100% of the time.


Reputation

The Applicant will ensure that the Registry enjoys an excellent reputation through its core focus on creating a secure, sustainable, and specialized gTLD, thus supporting ICANN’s primary goals for the new gTLD program in promoting consumer trust, consumer choice, competition and innovation.

The Applicant will strive to become a reputable and successful new gTLD by providing secure, fast and reliable customer service throughout the registration life cycle of all domains in the gTLD.

The Applicant will endeavour to ensure that only non-fraudulent Registrants have domain names in the gTLD via a WHOIS that is searchable, thick and reliable and by being highly responsive to complaints from legal rights owners. The Applicant will further implement an industry leading range of Abuse Prevention and Mitigation policies and procedures as well as RPMs.

The Applicant will provide the financial and operational stability to protect Registrants and ensure the reputation of the Registry. The Applicant has estimated the maximum costs of the critical functions for a three year period by taking the largest single year cost estimate (year 5) and multiplying this by 3. If the calculation used a lower figure the costs estimate would not be at the potential highest amount during the 5 years and the COI instrument would be too small in order to fund the costs of the 5 critical functions for at least 3 years.

The Applicant has decided to commit to providing the highest level of protection to Registrants and Stakeholders by providing ICANN with a COI for the maximum amount as recommended by ICANN in its COI Guidance. This ensures the Registry is reputable, remains conservative and mirrors ICANN’s core objectives. In a worst case scenario where the Applicant will not receive any revenue Registrants will be protected not only by the COI, but also by the fact that the Applicant has enough capital to operate for over 3 years.

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

It is expected that .love will provide significant competition for existing and forthcoming gTLDs. The .love gTLD will provide a blank canvas of second level domains that will inevitably lead to increased consumer choice and significant innovation from the sector. It will allow Registrants to seek new and varied ways to separate themselves from the competition.

Competition

The Applicant will enhance competition by allowing new Registrants to create new online products and services serving the global marketplace and connecting geographically diverse Registrants and users with a common affinity for the specialized subject matter exemplified by the new gTLD. The new gTLD process and its resulting gTLDs are likely to incentivize top-level domains to improve the security and quality of their online products and services as well as introducing new ones. Thus, this gTLD will benefit consumers by increasing the likelihood of new innovative online products and services.The addition of a new gTLD such as .love will also increase competition between existing registries.

The Applicant will promote competition to the benefit of the Registrants by amongst other things:

- Building a healthy growth trend of domain registrations to validate the specialty space
- Promote the migration of sector relevant content from other TLDs
- Maintaining competitive pricing of domains

Differentiation

Currently, there is no gTLD available on the Internet that signifies the specialized products, services, and subject matter encompassed by this gTLD. The gTLD string itself will give a clear indication to website visitors that the site has content relevant to the sector. This will result in the gTLD becoming globally recognizable and viewed as a trusted source of goods, services and information.

Innovation

The gTLD will demonstrate innovation through cutting edge RPMs.

Firstly the Applicant considers the Protection of Intergovernmental Organization (ʺIGOʺ) names to be very important. The Applicant will use strings registered as second level domains in the .int gTLD as the basis for this protection. To register in the .int domain, the Registrants must be an IGO that meets the requirements found in RFC 1591. The Applicant will reserve these strings and only allow for their future release if an IGO on the “reserve list” wishes to make use of the protected string in the gTLD and provides the Applicant with sufficient documentation.


Finally if a Registrant during sunrise and landrush applies to register a domain name identical to a capital city name of a country or territory listed in the ISO 3166-1 standard it will receive a Capital City Claims (“CCC”) notification stating this. Subsequently they will have to reply unconditionally agreeing to comply with requirements to protect the reputation of the capital city and any further terms.

These functions will enhance Internet stability, security and will demonstrate to Registrars, Registrants, and end-users of the Registry that abusive or malicious conduct will not be tolerated. They will further contribute significantly to the integrity of the gTLD enabling an environment where stakeholders can innovate with confidence.

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

The Applicant’s goals for the new gTLD are to provide a trusted, secure, and user friendly environment whereby domain names and content relating to its specific affinity group can flourish.

The Applicant believes that the success of the gTLD will be determined by the sector’s key stakeholders globally. The Applicant believes that stakeholders should have the opportunity to influence the gTLD and the way it is governed. Accordingly, the Applicant is establishing a Governance Council (“GC”), to serve as an advisory body.

.love will be developed with consumer trust, choice and satisfaction in mind and after the initial 2 years, the Applicant will conduct a survey to analyse the gTLDʹs success in these areas to help further improve the user experience.

To ensure a high level of service the Applicant will further measure:

- Service Availability Targets for the Critical Registry Functions
- The number of abuse incidents and takedowns
- ICANN Compliance
- Rights protection incidents (i.e. UDRP and URS)
- WHOIS data accuracy

The Applicant intends to promote consumer choice by providing the following:

- Highly available and geographically diverse Registrar distribution channel;
- Effective sunrise and trademark services.

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

Registration Policies

The purpose and goal of the Applicant’s policies are to ensure competition, fairness, trust and reliability for Registrars, Registrants, the user community, and other stake holders, while maintaining security and stability for the gTLD.

General Policy

Aside from certain start-up mechanisms, all domain names will generally be registered on a first-come, first-served basis. A Trademark Claims service will be offered for the first 90 days of general registration, with the intent of providing clear notice to potential Registrants of the existing rights of trademark owners with registered trademarks in the Trademark Clearinghouse.

Registration Policies

As per ICANN’s requirements, the Applicant will be operating both a Sunrise and Landrush period ahead of general availability for the gTLD.

Governance Council

The Applicant is establishing a the GC, to be comprised of key sector stakeholders that will serve as an advisory body. Each GC will elect its own Board of Directors, which will be responsible for self-governance, the recommendation of sector-specific registration policies,the formulation of guidance on intellectual property and other best practices related to the gTLD.


The Applicant aims to develop an Abuse Prevention and Mitigation Working Group in conjunction with the GC. It will give the Applicant’s team advice on abuse preventions and mitigation and how this may effect registration policies. The group will meet to regularly discuss the latest trends in domain name abuse and the most effective way to prevent and remedy them.

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

Data and Privacy Policies

The Applicant shall comply with all the Data, WHOIS, and Privacy requirements in the Applicant Guidebook required by ICANN. The Applicant will take all possible steps to maintain the security and privacy of information or data that it may collect in connection with the planned function and usage of names domains, and will remain in compliance with all confidentiality and security regulations in relevant jurisdictions. This data will be held by the Applicant in accordance with the Registry Agreement that the Applicant will execute with ICANN.

The Applicant has further ensured that its suppliers also understand that keeping information secure and private is of crucial importance and will take all available steps to maintain the security and privacy of information collected from the Applicants in the Sunrise, Landrush and General Availability Phases.

Question 18(b) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The Applicant plans on making the gTLD the premier gTLD where individuals and organizations can register, build and maintain websites relating to their specific interest area. Thus, communication with the public and development of an outreach campaign are important goals in connection with the gTLD.

During the gTLD evaluation process, the Applicant plans to conduct a two-to-three month communications campaign aimed at reaching sector stakeholders and informing them of the gTLD’s mission and the opportunity to participate in the GC. The communication outreach will include email communications to hundreds of leading sector organizations. It will also be accompanied by the launch of a website for communicating information about the gTLD and allowing interested members of the related sector to express interest in serving on the GC. Other communications efforts, including but not limited to, press releases and social media campaigns may all be initiated to raise further awareness regarding the gTLD.

Shortly after completing the evaluation process and being awarded the gTLD, the Applicant will institute marketing and outreach efforts to inform the public about the new gTLD, its launch schedule, and its intended affinity group. The Applicant will use different outreach and communications methods and venues to get the new gTLD mission and message out to the public, including but not limited to the following: online and print press releases, communications with various media outlets, domain name sector groups, mobile apps and various social media platforms. The GC will be used as a further means of outreach and communication to the Internet community.
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