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

Prototypical answer:

From Wikipedia (http:⁄⁄en.wikipedia.org⁄wiki⁄Cloud_computing):

“Cloud computing is the delivery of computing as a service rather than a product, whereby shared resources, software, and information are provided to computers and other devices as a utility (like the electricity grid) over a network (typically the Internet).

Cloud computing entrusts services (typically centralized) with a userʹs data, software and computation on a published application programming interface (API) over a network. It has considerable overlap with software as a service (SaaS).

End users access cloud based applications through a web browser or a light weight desktop or mobile app while the business software and data are stored on servers at a remote location. Cloud application providers strive to give the same or better service and performance than if the software programs were installed locally on end-user computers.”

An important aspect is the “typically centralized” nature of what us currently considered cloud computing. The vision of the .box TLD is to bring this capability to end users by enabling themselves to use cloud technologies to share services between their own devices. The Registry believes that while a TLD on its own may not be able to bring these technologies to end users, the advocacy of the .box domain can encourage users to start by connecting their own devices to their own .box domain as a shared network storage box of files.

1. Goals of the TLD

The .box domain aspires to be the domain of choice for users interested in connecting their own devices (e.g. mobile phones, laptop, tablet, home computer) as a personal network (personal cloud). The area of specialty for the .box domain is in the personal cloud space. With the growing interest in cloud computing, a central goal of the Registry is to advocate the decentralization of cloud technologies to personal network of devices. The .box domain plays an important role in this concept by providing users a domain that they can identify as their own.

With the full support of ARI as the registry back-end services provider, the TLD aims to operate at world class service levels delivering registry services to its registrars, registrants as well as general internet users a high capacity and high availability platform.

The Registry, through the support from its Registry Front-End Services Provider, Namesphere, which is a spin-off of the DotAsia Organisation, sets a noble goal in building itself as a reputable initiative that is economically viable and one which participates in the global community as a responsible netizen, upholding a high level of integrity and respecting the rights of others.

2. Differentiation and Innovation

An important differentiation of the .box TLD is in the target audience and its advocacy of the personal cloud concept. As a TLD registry, we are focused on providing a secure and stable platform for which applications and other solutions can be built upon. A core mission of the TLD is to encourage innovations in the direction of the decentralized spirit of the Internet, which we also believe to be an important environment for fostering creativity and development.

3. Improving User Experience

As a TLD targeted towards the consumer market, improving user experience is at the core vision of the Registry. The Registry believes that the advocacy of personal cloud technologies will in turn improve the user experience of domain names and Internet technologies overall. As a short, stylish and memorable TLD, the Registry believes that it can build a strong user experience for consumer domain registrants.

4. Registration Policies Supporting the Goals to Drive User Benefits

Upon Go Live of the registry, the TLD will be an open registry accepting registrations from individuals and businesses around the world. To uphold its reputation as a socially responsible TLD, beyond the basic ICANN requirements, the Registry is committed to put in place a comprehensive Sunrise and Startup process (Q29) as well as effective Abuse Prevention (Q28) and Rights Protection Mechanisms (Q29) to strengthen the orderly and stable introduction of the TLD.

Furthermore, the Registry is committed to developing supportive policies to promote the goals stipulated, including policies to strengthen the rights of registrants while balancing other interests to avoid abuse.

5. Privacy and Confidentiality Protection

Privacy and confidentiality is critical to a domain namespace targeted to consumers. As a socially responsible operator, the Registry is dedicated to ensuring that the privacy users and confidentiality of information is protected. The Registry, leveraging the infrastructure supported by its Registry Back-End Services provider, ARI, maintains a highly secure environment physically and technically to ensure that confidential information are not leaked.

The Registry is also committed to developing and implementing policies that complies with privacy laws in the locality it operates out of and can be compatible with privacy laws of registrars and registrants of the registry. The Registry understands that there is no guarantee of compatibility of such laws especially given the global nature of the DNS and of the Internet at large, and is committed to dedicate itself, especially through its partner DotAsia (through Namesphere, as the Registry Front-End Services Provider for the Registry), to participate in the global Internet Governance discourse on the subject.

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