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

Prototypical answer:

The “.pccw” and “.電訊盈科” TLDs are brand TLDs, representing the PCCW and 電訊盈科 brand (http:⁄⁄www.pccw.com).

PCCW Limited (SEHK: 0008) is a Hong Kong-based company which holds interests in telecommunications, media, IT solutions, property development and investment, and other businesses.

The primary purposes of the .pccw TLD is to protect and further the PCCW brand that has been established for more than 80 years in Hong Kong and to promote its services and products through sub domains.

As a leading Hong Kong-based company which holds interests in telecommunications, media, IT solutions, property development and investment, we believe in the forefront of innovation and technologies and are therefore putting forward this proposal to operate the .pccw TLD.

A. Advance Constructive Competition

We believe that the introduction of the “.pccw” and “.電訊盈科” TLDs helps us remain competitive in the dynamically growing media and IT solutions industry.

B. Enhance Consumer Trust

By protecting our brand and ensuring that it is not mis-used in anyway by third parties as a TLD, we help support the enhancement of consumer trust in the DNS. More importantly, Internet end users will be able to use the “.pccw” and “.電訊盈科” TLDs to connect directly with PCCW, further enhancing consumer confidence and trust.

Furthermore, PCCW intends to work with competent registry front-end and back-end service providers which can implement the registry systems in compliance with the ICANN specifications and in accordance with the technical responses to #22-44, so that the Registry can ensure a secure and stable implementation of the “.pccw” and “.電訊盈科” TLDs that supports consumer trust.

C. Promote Consumer Choice

The introduction of “.pccw” and “.電訊盈科” allows consumers to choose to connect with PCCW directly through the TLD. Furthermore, PCCW is hoping to leverage the “.pccw” and “.電訊盈科” TLDs to provide innovative services that enhance the user experience. Furthermore the use of the “.電訊盈科” Chinese IDN TLD supports our connection with the local Chinese community which we serve.

Similar gTLD applications: (1)