gTLD	Full Legal Name	E-mail suffix	Detail
.store	DotStore Inc.	radixregistry.com	View

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).

gTLD	Full Legal Name	E-mail suffix	Detail
.llp	Charleston Road Registry Inc.	google.com	View

18.b. Benefits to Registrants, Internet Users, and Others

18.b.i.1. Specialty

The goal of the proposed gTLD is to create a new Internet environment that provides registrants with the opportunity to associate with a meaningful term.

Charleston Road Registry, as the registry operator, will define the specialized meaning of the term and, based on this definition, will identify criteria for registrants to operate in the proposed gTLD. Only entities that meet these criteria will be entitled to register for a domain in the gTLD. Specialization, therefore, arises from the Charleston Road Registry definition of a term, as well as through market dynamics as entities align their offering(s) with the term. This specialization will be maintained through intermittent audits to ensure the relevancy of content in the proposed gTLD to the defined meaning of the gTLD.

The specialization goal of the proposed gTLD is to create a new Internet environment that provides registrants with the opportunity to associate with the term ʺllp,ʺ an acronym of ʺlimited liability partnership.ʺ This specialization introduces a new domain name hierarchy with the express purpose of creating increased competition in the gTLD space through providing businesses with an alternative to .com.

18.b.i.2. Service Levels

Through its association with Google, Charleston Road Registry is uniquely positioned to enable and support the proposed gTLD by providing its service reliability and speed of delivery as a part of its services. Google brings unique expertise and a proven record of excellence in infrastructure operations: Google now runs the largest DNS system in the world, has industry-leading uptime on its services, such as web search, and offers enterprise services on which governments and businesses depend.

Google is known for its high level of quality and speed, and Charleston Road Registry’s service level goal for the proposed gTLD is to extend that high level of quality, speed, and service to registrars. Indeed, two of Google’s core principles are “focus on the user and all else will follow” and “fast is better than slow.”

Charleston Road Registry is committed to using the most technologically advanced, secure, and reliable registry services for all of the domain names in the gTLD so as to not compromise the service levels, security, and stability of the gTLD to users across the globe.

Charleston Road Registry will provide both Engineering and Customer Service support to registrars. All registrars will also have the same level of access to Charleston Road Registry resources to resolve disputes and technical and⁄or administrative customer service issues.

Charleston Road Registry will provide all registrars with 24-hours-a-day, 7-days-a-week Customer Support in the form of telephone, email, and⁄or web chat for technical and non-technical issues relating to the operation of the gTLD system. Charleston Road Registry will provide all registrars with the same level of access to customer support via telephone, email, and Charleston Road Registryʹs website; email and web-based interactions will be the primary method of provisioning customer service support to registrars.

18.b.i.3. Reputation

Google has a proven record of providing high-quality, secure online services. Charleston Road Registry seeks to enhance Google’s reputation for excellence, superior quality, and high level of security and become known as an exemplary domain name services provider. When registrants assess opportunities in the marketplace to obtain a name, they will have confidence in Charleston Road Registry’s ability to meet ongoing needs as the registry operator for the proposed gTLD. When Internet users visit a domain name in the proposed gTLD environment, they will be able to reliably expect and experience the high level of security and quality on which Google’s reputation has been built.

The registry will be structured in such a way that Charleston Road Registry will enable registrars to register and oversee second-level domain names in the proposed gTLD; that registrars develop and deploy a reasonable process for ensuring that those domain names are used for gTLD-relevant purposes as specified in the registry-registrar agreement; that the WHOIS is thick and reliable; and that the registry is responsive to legal rights owners (if applicable) who may have complaints about potentially abusive registrations.

Charleston Road Registry plans to develop and publish eligibility criteria for all registrants in the proposed gTLD and will work with its registrars to execute the eligibility verification process. This process will imbue additional meaning to all second-level domains in the gTLD and enhance the gTLD’s reputation by establishing an authoritative community of content providers. When Internet users visit a website in the proposed gTLD environment, they will be able to reliably expect content relevant to the proposed gTLD.

In addition, Charleston Road Registry’s operation of the new gTLD will provide the opportunity for registrars and registrants to build and⁄or bolster their unique brands and brand reputation in association with the proposed gTLD.

18.b.ii.1. Competition

Charleston Road Registry supports the advancement of registry operators as a whole and the diffusion of gTLDs amongst diverse stakeholders to generate increased competition for the benefit of the Internet public. Increased competition will result in more competitive prices for consumers, generate efficiencies and increase productivity in enterprises, and spur innovation in the gTLD space.

The proposed gTLD, .llp, will provide a new online structure for the aggregation of business-specific content. As an alternative to existing second-level domains, in particular .com, Charleston Road Registry anticipates that the .llp gTLD will increase competition among registrars by allowing for further product and pricing differentiation. Charleston Road Registry also anticipates the .llp gTLD will grow the volume of businesses offering content online, thereby increasing competition among businesses.

Managing this namespace will allow Charleston Road Registry to provide to registrars and registrants the high level of technical operations quality and service for which Google is known, which in turn will incent other existing and new gTLDs to improve the quality of their offerings.

Charleston Road Registry will facilitate a fair and equitable registrar process, providing open access to any registrar who meets ICANN accreditation guidelines and fully complying with the Registry Operator Code of Conduct. Charleston Road Registry is committed to treating all registrars equitably and will not offer preferential treatment to Google in its capacity as registrar.

18.b.ii.2. Differentiation

Charleston Road Registry believes in the commercial viability of alternatives to existing gTLDs such as .com and .net.

The proposed gTLD will provide the marketplace with an authoritative space for registrants to deliver content, imparting brand differentiation not currently available in the current gTLD space. It also delivers value to the Internet public by defining the meaning of the gTLD term, providing for the verification of registrants who will offer content in the proposed gTLD environment, and encouraging a specific use. These activities differentiate the proposed gTLD space in a new and meaningful way.

The .llp gTLD will provide a new mechanism whereby businesses and individuals can differentiate their content by signifying that their offerings are relevant to a second-level domain name-specific business. This signification is currently available in the gTLD space; however, the new gTLDʹs provision will exert competitive market influence on the provision of .com, likely inducing service-oriented differentiation among registrars.

In addition, given its association with Google, Charleston Road Registry offers a unique value proposition to registrars and registrants resulting from the strength of Google’s trusted brand, technical leadership, and support for free speech on the Internet. Registrars will have the opportunity to leverage this brand in devising their own market positions.

18.b.ii.3. Innovation

The proposed gTLD will foster innovation by creating a new space for the categorization and classification of online content. It will therein provide a mechanism by which registrars and registrants can better brand and manage their online presence by associating it with the .llp namespace. This namespace delivers value to the public through the provision of new and differentiated content, goods, and services to Internet users.

The proposed gTLD, .llp, will promote innovation among registrars by providing for the sale of a second-level domain in a gTLD that will attract a specific segment of registrants for which there is currently a limited number of options. This provides registrars with the opportunity to create and offer tailored new products and services that benefit registrants and⁄or improve user experience in association with the registration of a second-level domain in the .llp gTLD. In addition, the concentration of both application creators and users in the .llp gTLD space will likely invite user comparison among second-level domain sites, encouraging second-level domain registrant feature and service innovation as a point of differentiation.

Charleston Road Registry considers the proposed gTLD to be a platform for innovation with existing and future Google products and services. Charleston Road Registry, therefore, may incorporate these new offerings into future registry service options (subject to the ICANN approval process), infusing new ideas into the gTLD for the betterment of the public.

Google consistently aims to improve upon technologies that connect people with information, as demonstrated by a proven record of innovation and iteration. Charleston Road Registry strives to offer its constituents this same level of continuous development in advancing its management and operation of the gTLD, engendering benefits to registrars, registrants, and end users.

18.b.iii. User Experience

Charleston Road Registry will strive to provide the highest level of user experience through operational stability, security, and performance to serve the interest of registrants in the proposed gTLD. Charleston Road Registry is uniquely positioned to provide this level of experience given its relationship with Google; Google invested over $3 billion in its IT infrastructure in 2011 and maintains a record of excellence in infrastructure operations.

The proposed gTLD will provide registrants with the opportunity to differentiate their dedicated domain space such that the end users are able to discern the type of content intended to be found within the proposed gTLD. This will enable increased user visibility of registrants’ offerings, as well as provide registrants with the opportunity to enhance their respective content offerings and innovate in new ways.

The proposed gTLD will provide a more trusted and user-friendly environment where domain names and content related to the .llp gTLD can flourish. Charleston Road Registry seeks to have users deem the gTLD trustworthy and reliable and recognize it as an aggregated source of targeted goods, services, and information.

The proposed gTLD, furthermore, facilitates an improved online user experience through greater structure and categorization on the Internet.

18.b.iv. Registration Policies

Charleston Road Registry will make access to Registry Services, including the shared registration system, available to all ICANN-accredited registrars. Domain names within the proposed gTLD will be available to the public for registration and use.

Charleston Road Registry is committed to implementing strong and integrated intellectual property rights protection mechanisms. Doing so is critical to Google’s goals of model Internet citizenship and fostering Internet development, especially in emerging regions. Accordingly, Charleston Road Registry intends to offer a suite of rights protection measures which builds upon ICANNʹs required policies while fulfilling our commitment to encouraging innovation, competition, and choice on the Internet.

Charleston Road Registry reserves the right to impose registrant verification enforcement policies on registrars.

Charleston Road Registry believes that the .llp gTLD will best add value to the gTLD space by limiting registration to only verified limited liability companies. Charleston Road Registry plans to require registrars to confirm that a domain applicant is a legally recognized LLP via an established process. If the domain applicant passes the eligibility verification process, only then will the applicant be eligible to apply for a second-level domain in the .llp gTLD. Second-level domain names in the .llp gTLD must be related to the registered LLP name. To preserve the integrity of the gTLD, Charleston Road Registry reserves the right to adopt certain monitoring measures, including periodic audits. Charleston Road Registry also reserves the right to adopt enforcement measures, including a request that registrars facilitate a user reporting method to log complaints and⁄or potential instances of misuse within the gTLD. If a registrant is found to be in violation of the terms of the registry-registrar agreement or the registrar-registrant agreement, Charleston Road Registry may request that the appropriate registrar enforce such agreements through penalties, including but not limited to suspension of the domain name.

18.b.v. Protection of Privacy and Confidential Information

Charleston Road Registry will strive to ensure the appropriate level of privacy and security will be met for its users. Charleston Road Registry and its provider of registry services, Google, have imposed measures to achieve this protection; additional specifics regarding the practices for the registry include but are not limited to the following:

-All data transmitted from registrars to the registry will be encrypted using TLS or other similar data protection schemes to ensure that third parties cannot access personally identifying information or other sensitive data as it crosses the Internet.

- Charleston Road Registry will attempt to prevent the misuse of WHOIS data for improper purposes such as spam, intellectual property theft or phishing. Charleston Road Registry will attempt to identify patterns of abusive usage of WHOIS and will appropriately use CAPTCHA, query throttling or other techniques to prevent information scraping.

- Google will restrict access to data and information systems maintained by the registry to a specific list of individuals involved with supporting the Google Registry system in production. Google will review this list on a periodic basis to ensure that the level of access granted to individuals is appropriate. Google uses two-factor authentication and other mechanisms to ensure that staff with access to user information are properly identified prior to using registry systems.

- Google data backups stored offsite are encrypted with passwords that are securely managed on Google’s internal systems. Google can effectively remove the ability to access this data by destroying the relevant encryption password.

- Supplying Google account information will be optional for registrants unless the domain registration is directly associated with another Google product offering. Google will not disclose Google account information except for any contact information provided by the user that is required by ICANN to be displayed in response to a WHOIS query.

- Registrar billing and payment information will not be stored alongside domain name registration information. All registrar billing and payment information will be stored in a PCI-compliant billing system similar to that used by Google Ads.

- Data will not be shared with third parties without permission of registrants, except as required for registry operations or as required under the law, such as in response to a subpoena, other such court order, or demonstrated official need by law enforcement.

Beyond these specific mechanisms, both Charleston Road Registry and Google will govern its approach to privacy by the Google Privacy Policy. This policy applies to registrars, registrants and end users of registry services such as DNS zone publication and WHOIS data publication. The Privacy Policy is located at http:⁄⁄www.google.com⁄policies⁄privacy⁄.

18.b.vi. Outreach and Communications Efforts

Once Charleston Road Registry begins developing public-facing resources in its gTLD, it intends to inform the public about the gTLD and the opportunity to obtain domain space there through investments in marketing and public relations.

Charleston Road Registry intends to promote gTLDs in its portfolio collectively, such that the public gains an awareness and understanding of new gTLDs and the availability of new second-level domain space on the Internet. Charleston Road Registry believes that this approach will make the strongest impact in modifying consumer behavior and is the best path to achieving success for all new gTLDs collectively.

Charleston Road Registry will reach out to the Internet community via a number of different outreach and communications methods and venues to deliver its mission and message to the public, including but not limited to: press briefings, videos posted on various Internet sites, blogs and other social media, and paid advertising. In addition, when developing resources for localized Internet registrars in different global regions, Charleston Road Registry will use local marketing and communications platforms as needed.