gTLD	Full Legal Name	E-mail suffix	Detail
.inc	Top Level Domain Holdings Limited	gmail.com	View

18b Benefits
18 (b)(i) Goal: Specialty, service level or reputation

The specialty of the .INC TLD will be that it will be open only to those which, at the time of registration and renewal, can prove that they are a registered Incorporated Company with a legal ending of “Inc.” in their name. No .INC domain names will resolve in the DNS until they have been validated against the registrant eligibility and name eligibility rules.

The service level of the .INC TLD will include publishing on its website all relevant policies and procedures, along with valid details of a primary contact (name, email and phone) for a person who can assist with any enquiries. In particular, details will be published of ways of escalating a response in an emergency, including providing an acknowledgement. In any assignment of the registry, we will include a warranty by an assignee that the .INC will operate under the same or similar conditions, so that the level of service is maintained.

The reputation which the .INC TLD will develop will be that every registration in the TLD will be by an authenticated and duly recognized incorporated entity, legitimately able to represent itself as an INC. The reputation will be that .INC registrants will be more identifiable, more traceable and more accountable than those using non-authenticated TLDs. This will provide a higher level of trust and safety for Internet users of this TLD. Further, the .INC registry will have a reputation for compliance with all relevant Internet technical standards, and with all ICANN-mandated policies.

18(b)(ii) Competition, differentiation, or innovation

The market for domain name registrations has grown at a tremendous pace. From 2000 to 2010 total domain name registrations increased from 40 million to 200 million. 2011 experienced approximately 9% growth, significantly higher than the previous year’s 6% growth, ending third quarter 2011 with approximately 220 million domain names registered. Approximately 60% of these are in gTLDs, the remaining 40% in ccTLDs. More specifically, gTLD growth was approximately 8% in 2011, while ccTLD growth exceeded 11%.

Existing TLDs, such as .COM and .NET, do not provide adequate solutions for many registrants. Domain names that relate to the registrants’ business, interests, or associations are often already registered, priced exorbitantly high, or are in TLDs that are unsuitable. Other options, such as ccTLDs, do not provide adequate alternatives as a registrant may not have an appropriate geographic relationship, and they may not meet the applicable criteria for gTLDs such as .MUSEUM or .AERO. Therefore, the best opportunity to pursue a relevant and useful domain name registration may be through a registration in a new gTLD that is distinctive of their business.

At present, there is no specific .INC domain name, or useful top-level alternative domain name, that exists for registrants that wish to identify themselves as Inc. companies nor for those people, organizations or businesses that are seeking legitimate Inc. companies in order to communicate or do business with them. Those desirous of a domain name that indicates some level of association with the business world could seek a second level domain name such as “INC.COM,” “INC.US” or “INC.NET,” but such domains (or similar names) are not readily available under the limited number of existing gTLDs, and--more importantly--only provide a secondary (at best) or weak (at worst) relationship between the domain name and the business world, which we believe is the primary goal of the registrant of such names.

Expanding the name space by the addition of this new gTLD will be an innovation that meets the needs of Inc.’s seeking a distinctive, authoritatively descriptive Internet presence. It will also aid those seeking INCs to find and rely on them, in a way that builds consumer confidence and trust.

We believe that the .INC top-level domain will add significantly to competition with and differentiation from legacy TLDs in the top-level domain space. Registrants are presently extremely limited in their choice of domain names that allow them to efficiently and effectively associate themselves with the business world. The availability of useful, effective, straight-forward domain names in existing top-level domains, such as .COM, .NET and .ORG, is now very low because of depletion. Such names may be for sale at prices that are out of reach for most. .INC will allow registrants to obtain useful, effective, straight-forward domain names rather than be forced to purchase, for example, their fifth, sixth or even later choice .COM or .NET name--which may well barely relate to the registrant’s purpose--or use of a domain name that may be confusingly similar with numerous other .COM or .NET domain names.

.INC will also create competition among registrants who want the same domain name in .INC. Many INCs have the same or very similar names - there is likely to be demand for a domain name that clearly, effectively and efficiently associates them with the business world for their domain name purposes as well as for those registrants who want to reach Internet users who identify with it.

.INC will also increase pricing competition in the top-level domain name space by assuring that .INC domain names are priced at levels that are appropriate to the vast majority of potential registrants to whom .INC is targeted.

.INC will promote competition among the Registrars, as they structure offerings to the many potential registrants in this gTLD.

Internet consumers benefit from the availability and use of .INC names, that make it easier for them to know that the owner of the second-level domain name is an authenticated INC.

.INC will significantly increase differentiation in the top-level domain space. Existing leading generic top-level domain names, such as .COM, .NET and .ORG no longer require and no longer represent any real differentiation in association, purpose or content. Newer top-level domains, such as .XXX, .AERO and .MUSEUM, do represent differentiation, but are either inappropriate or unavailable to most prospective registrants at whom .INC is targeted. .INC will further increase differentiation by allowing registrants to be associated with each other, and consumers to know that the registrant is an authenticated INC.

18(b)(iii) User Experience

.INC will provide a top-level domain name that allows Internet users to easily recognize that the registrant is an authenticated Inc., which will help to diminish customer confusion and deceptive trade practices, thereby building trust in the TLD specifically and in Internet commerce generally.

Applicants and registrants will have a user experience of the .INC Registry that is characterized by:
(i) Clearly delineated rules, that are
(ii) Published well in advance; with
(iii) Adequate safeguards for the rights of applicants and registrants; including
(iv) Expeditious and cost effective challenge procedures in the event of disputes.


18(b)(iv) Intended Registration Policies

Because of the history of its use, and the legislative protection available to it in many jurisdictions, “Inc.” is an abbreviation with consumer trust implications. We are grateful to adopt the applicable recommendations of the Security Standards Working Group,(“SSWG”) which developed a set of registry security standards, in conjunction with the development of ICANN’s Applicant Guidebook. Although developed for finance-related gTLD strings, many of the safeguards proposed in that context are adopted and will be operated by the .INC Registry. More particularly, the INC registry will adopt and implement the following Standards set out in Appendix B to the letter sent by BITS to ICANN referenced in Question 30 in the Guidebook, namely Standards 1,2,3,4,5,8,9,11,12,13,14,15,16,17,18,19,20,21,22,24,and 27.

As a result of the application of these standards, there will be pre-verification of registrants, who will be required to be registered in a legislatively-established or authorized registry of INCs. Electronic interfaces with official online Companies Offices or other trusted repositories to speed the registration process will be developed. Proxy registrations will not be permitted.

We have crafted a draft framework for registration of .INC domains that support the goals and benefits set forth above. Our draft registration framework is based on advice from ICANN, WIPO, applicable laws, and a variety of other expert sources. Specifically, the .INC draft framework includes these interrelated sets of agreements setting forth our policies and regulations, all of which registrants must agree to be bound by:

- The Registrant Agreement, which registrars contracted with the .INC Registry must present to registrants. This is a collateral agreement to the Registry-Registrar Agreement (detailed below), and will bind registrants to .INC’s Acceptable Use Policy (as detailed below), .INC’s Privacy & Whois Policy (detailed below), ICANN-mandated rights protection mechanisms (including the Universal Dispute Resolution Policy (“UDRP”), and the Complaint Resolution Service. It sets out the names that may be registered, and defines the eligibility conditions for their registration;

- The Acceptable Use Policy (“AUP”), which details the proper use of domain names that end in .INC, which is incorporated by reference in the Registrant Agreement that registrants must agree to. It explicitly defines for Registrars and registrants what constitutes abusive conduct including, but not limited to, malicious, negligent, and reckless behavior. The defined permissible frequency and the course of action in cases of repeated violations are provided;

- The Privacy and Whois Policy, which describes how a registrant’s personal data is to be used, which is also incorporated by reference in the Registrant Agreement;

- The Registry-Registrar Agreement, which is the contract between .INC and its ICANN-accredited registrars, which sets forth, inter alia, the duties and obligations of the registrar with respect to .INC registrants and the .INC registry. This requires the registrars to publish registration requirements on their websites, along with valid details of a primary contact (name, email and phone) for a person who can assist with any enquiries. In particular, details will be published of ways of escalating a response in an emergency, including providing an acknowledgement. The Agreement also provides that Registrar access to all Registry systems must be mutually authenticated via transport layer security and secured with multi-factor authentication, NIST Level 3 or better. Under this Agreement, Registry and registrars must mutually notify each other of any investigation by ICANN or Law Enforcement agencies into aspects of their compliance- registrars with significant compliance infractions will lose their accreditation. The circumstance where no notice of such an investigation will be given is also included; and

- The Naming Policy, which sets out .INC’s policies governing prohibited, blocked or reserved domain names, defines the names eligible for registration, and defines the conditions for amending those policies and definitions.

These agreements and policies are designed to ensure transparent and non-discriminatory policies for the registration of .INC names; fair and competitive pricing; protection of personal data and privacy; adherence by registrars and registrants to the AUP; protection of trademarks, the names of natural and legal persons and other property rights; prevention of the registration of illegal terms; and the prevention of violations of the law. Moreover, our policies promote competition among registrars, combat abuse of the DNS, address cybercrime, protect intellectual property rights, and align the .INC top-level domain with applicable regulatory and legislative environments and Internet registry best practices.

These policies will effectively support the key mission, purposes and goals of the .INC top-level domain, while at the same time protecting third-party rights and preventing abuse.

18(b)(v) Protecting the privacy or confidential information of registrants or users

We will comply with all applicable ICANN rules on protecting registrant privacy and confidential information, including Whois policies, and all applicable laws, rules and regulations. Registrant privacy and use of confidential information are set forth in our Privacy & Whois Policy. Information concerning updates and changes to the Privacy & Whois Policy will be promptly and prominently displayed on the .INC web site.

.INC’s back-end registry services provider will also be required to employ industry-standard procedures to prevent the unauthorized or illegal access of registrant privacy or confidential information.

With respect to users, .INC’s Registration Agreement will require that all registrants comply with any and all applicable laws, rules or regulations concerning user privacy and confidential information for applicable jurisdictions; failure to do so may result in suspension or loss of their .INC name and may, in addition, result in legal actions by appropriate authorities.

18(b)(vi) Outreach and Communication
Outreach and communication will be important to achieving our projected benefits of increased competition and differentiation in domain names, and as an instantly and easily recognized identifier of status as an INC. Through outreach and communication, we will be able to educate the Internet community and general public that .INC is an restricted TLD where registrants are authenticated and are therefore legitimate corporate entities.
.INC will maintain an active website, providing comprehensive information about
the company, its policies and personnel, .INC registry policies and practices,
and registrar information, with an FAQ for intending applicants, registrants,
law-enforcement offices, governments and others seeking information about .INC.

In relation to each phase of registration discussed above, .INC will provide updated and timely releases on the website, and occasionally if the situation requires it, through additional media.

As a result, intending applicants, registrants, users and others will be able to appreciate the conditions under which .INC registrations are to be offered and used, and how the various possible disputes are to be handled.

These mechanisms will enhance the user experience, and assist compliance with
.INC policies.

We believe this will be of substantial benefit to the Internet user community in generally--and INCs specifically--as it will allow them to more easily and more readily understand the purpose or motives of the registrant’s website or email, allowing for better, more efficient and more effective use of their time online.

For the reasons set forth above, a .INC domain will be in the public interest; it will serve as a catalyst to promoting INCs; and it will benefit the business world.

18c Rules for Eliminating or Minimizing Social Costs

We plan to minimize social costs primarily through clearly written, widely disseminated, and easy-to-understand policies. There is a full description of most of those policies in our answer 18(b)(iv) above.

We will implement the SSWG Standards as noted above. We are dedicated to protection of third-party rights and prevention of abusive uses of the .INC domain name. We intend to achieve this goal by crafting our Naming Policy,
Acceptable Use Policy, and other policies to be readily understandable and easily accessible, and by making sure that our mechanisms for enforcing rights and preventing abuse (such as our Complaint Resolution Service) operate effectively, efficiently, and fairly. In addition, we will ensure that they work in with other ICANN-mandated rights protection mechanisms such as the UDRP.

Our Acceptable Use Policy clearly delineates unacceptable behavior and prohibited content by registrants using domain names in the .INC TLD, balancing the right of free speech with Intellectual Property rights, privacy and other rights. We will actively promote and enforce our Acceptable Use and Abuse Prevention policies and procedures, which we believe will effectively combat improper or unlawful unprotected speech and online conduct.

gTLD	Full Legal Name	E-mail suffix	Detail
.KIWI	DOT KIWI LIMITED	dot-kiwi.com	View

Question 18b (i): WHAT IS THE GOAL OF YOUR PROPOSED GTLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS, OR REPUTATION?

The goal of the .KIWI top-level domain is to:

- Establish itself as the primary choice for registrants who want to identify, market, or promote themselves and their websites to the internet-using public, for business, personal or any other legal purpose, through an association with the globally recognised Kiwi identity; and to
- Become the primary top-level domain name for internet consumers to look for to identify which people, businesses, information sources or other online resources associate themselves with the Kiwi identity or are communicating with a “Kiwi” audience. .KIWI will be instantly recognisable
- Market .KIWI globally to registrants who want to associate or align themselves, products, services, thoughts or ideas in a positive way as being “Kiwi”, as well as to those who want to communicate with them in an easily identifiable way.

In these ways, the .KIWI top-level domain will provide an association with the Kiwi identity to the top-level domain name space that does not currently exist.

SPECIALITY:

.KIWI is not positioning itself as a “specialty” domain, but rather as specific to the Kiwi identity and brand. .KIWI will not discriminate between types or classes of registrants – it seeks to serve all those who wish to associate with the Kiwi identity and brand on a global basis. The benefit of minimal user specialisation is that it places all users on an equal footing, large⁄small, New Zealand resident⁄non-resident, individual⁄corporate, non-profit⁄governmental etc. It is simply a place where like-minded entities can identify as “Kiwi” without the generalities of existing top-level domains or the restrictions of the existing .NZ 2LD structured ccTLD.

SERVICE LEVELS:

.KIWI aims to provide a consistent level of high quality service to all registrants. To do so we have associated with proven registry services provider, Minds + Machines, to provide registry services. Our close relationship with global networking organisations allows us to connect with Kiwis both in and outside New Zealand. Within New Zealand and globally we will make .KIWI domain names readily available through existing and new registrars and reseller networks, ensuring equal and fair accessibility for all registrants.

REPUTATION:

Dot Kiwi Ltd, is committed to protecting its reputation. We are aware of the potential artistic, economic, social and political issues, all of which can be associated with .KIWI, which can provoke heated debate and cause controversy. However, while keeping these issues in mind .KIWI recognises and supports the free speech rights of both registrants and internet users as a fundamental right, and believes observing such free speech rights is important to the success of the .KIWI business plan. Stifling free speech in any way would be more harmful to .KIWI’s reputation and business success than any attempt to govern speech. That being said, to protect .KIWI’s reputation and the associational benefits it offers registrants and internet users, .KIWI will actively promote and enforce its Acceptable Use and Abuse Prevention policies and procedures, which will combat improper or unlawful unprotected speech and online conduct. We believe that these mechanisms will be effective in protecting the reputation of the .KIWI top-level domain, its registrants, and internet users, as well as the public.

Question 18b (ii): WHAT DO YOU ANTICIPATE YOUR PROPOSED GTLD WILL ADD TO THE CURRENT SPACE, IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION?

We believe that the .KIWI top-level domain will provide differentiation, innovation and competition, in the top-level domain space, both for registrants and internet users.

DIFFERENTIATION:

.KIWI is a unique identifier that differentiates registrants and users as a distinct online community.

Existing generic top-level domains names, such as .COM, .NET and .ORG no longer require and no longer represent any real differentiation in regards to purpose or content. Newer top-level domains, such as .XXX, .AERO and .MUSEUM represent differentiation, but may be inappropriate or, because of registration restrictions, unavailable to most prospective registrants whom .KIWI is targeting.

Therefore, .KIWI will further increase differentiation by providing a platform for registrants to be associated with, and for users to know that the registrant seeks to be associated with the Kiwi identity. This benefits all who adopt a .KIWI domain name by efficiently connecting them to a distinct community of interest.

COMPETITION:

Registrants are presently limited in the choice of domain names that allow them to efficiently and effectively associate themselves with the Kiwi identity. The availability of useful, effective, straight-forward domain names in existing top-level domains, such as .COM, .NET and .ORG, is scarce. Even if available, names in existing top-level domains may be for sale at prices beyond the means of potential registrants. Therefore, the .KIWI top-level domain will allow registrants to obtain useful, effective, straight-forward domain names of their choosing, rather than having to purchase a domain that may not relate to the registrant’s purpose or use of the domain name, and may be potentially confused with similar domain names. In addition, more recent existing generic top-level domain names, such as .XXX, may be inappropriate for registrants due to content associational reasons, while ccTLD’s, though numerous, are often not useful or appropriate for registrants for geographical associational reasons. Thus, .KIWI will increase choice for registrants who want a domain name that clearly, effectively and efficiently associates them with the Kiwi identity, whether the registrant is based in New Zealand or not, as well as for those registrants who want to reach like-minded internet users who identify themselves as being “Kiwi”.

While the .NZ ccTLD provides an association with New Zealand, it does not cover the wider realm of associations that .KIWI encompasses. Introducing a new top-level domain with specific relevance to New Zealand will provide the first instance of genuine competition within the isolated New Zealand domain name market. Unlike .NZ, .KIWI will differentiate itself further by not enforcing a 2LD hierarchical structure.

.KIWI will provide competitive pricing in the top-level domain name space by assuring .KIWI domain names are suitably priced and affordable to potential .KIWI registrants.

Internet users will benefit from this competition, as easily identifiable .KIWI domain names will make it easy for them to know that the owner of the second-level domain name seeks to associate with the Kiwi identity.

INNOVATION:

The .KIWI top-level domain will be new. There has not previously been a top-level domain dedicated to meeting the needs of those wanting a Kiwi online identity.

While introducing .KIWI is an innovation within the domain space, our global marketing, pricing and policies have been developed with innovation in mind.

For commercial reasons we cannot share further specific information regarding these plans. Suffice it to say that the success of the .KIWI top-level domain depends on the ability to demonstrate benefits to both registrants and registrars by providing competitive and innovative products and services.

Question 18b (iii): WHAT GOALS DOES YOUR PROPOSED GTLD HAVE IN TERMS OF USER EXPERIENCE?

A user experience goal of .KIWI is to provide users with a top-level domain name that easily allows them to recognise that the registrant seeks to have its second level domain name (and content) associated with the Kiwi identity. We believe this will benefit internet users, providing an easily recognised identifier when understanding the purpose or focus of the registrant’s website or email, allowing for efficient and effective use of usersʹ time online.

.KIWI aims to further enhance user experience by protecting third party rights as well as preventing abusive use of a .KIWI domain name. We intend to achieve this goal by making the .KIWI Naming Policy, Acceptable Use Policy and other policies easily comprehendible, and ensuring the mechanisms for enforcing rights and preventing abuse (such as the Complaint Resolution Service) operate effectively, efficiently and fairly. These policies will also work symbiotically with other ICANN-mandated procedures for rights protection mechanisms, such as the Universal Dispute Resolution Policy (UDRP).

Question 18b (iv): PROVIDE A COMPLETE DESCRIPTION OF THE APPLICANT’S INTENDED REGISTRATION POLICIES IN SUPPORT OF THE GOALS LISTED ABOVE.

A draft framework for registration of .KIWI domains that fully supports the goals, mission and purposes has been developed. The draft registration framework is based on advice from ICANN, WIPO, as well as applicable laws and a variety of other sources of expertise. Specifically, the .KIWI draft framework includes these interrelated sets of agreements setting forth our policies and regulations, all of which registrants must agree to be bound.

These include:

- The Registrant Agreement, which registrars contracted with .KIWI must present to registrants. This is a collateral agreement to the Registrar-Registry Agreement (detailed below), and will bind registrants to .KIWI’s Acceptable Use Policy (as detailed below), .KIWI’s Privacy & Whois Policy (as detailed below), ICANN-mandated rights protection mechanisms, including the Universal Dispute Resolution Policy (“UDRP”), and the Complaint Resolution Service

- The Acceptable Use Policy (“AUP”), which details the proper use of domain names that end in .KIWI, which is incorporated by reference in the Registrant Agreement that registrants must agree to

- The Privacy and Whois Policy, which describes how a registrant’s personal data is to be used, which is also incorporated by reference in the Registrant Agreement

- The Registrar-Registry Agreement, which is the contract between .KIWI and its ICANN-accredited registrars which sets forth, inter alia, the duties and obligations of the registrar with respect to .KIWI registrants and the .KIWI registry

- The Naming Policy, which sets out .KIWI’s policies governing prohibited, blocked or reserved domain names.

These agreements and policies are designed to ensure transparent and non-discriminatory policies for the registration of .KIWI names; fair and competitive pricing; protection of personal data and privacy; adherence by registrars and registrants to the AUP; protection of trademarks and other rights; the names of natural and juristic persons and other property rights; prevention of the registration of illegal names; prevention of violations of the law. Moreover, our policies promote competition amongst registrars; combat abuse of the Domain Name System, address cybercrime; to protect intellectual property rights; and to align the .KIWI top-level domain with applicable regulatory and legislative environments and internet registry best practices.

We specifically examined more restrictive registration policies, such as limiting registration to New Zealand citizens. We rejected such limitations because they would interfere with .KIWI’s primary mission, purpose and goals, which are to welcome as many registrants as possible to associate themselves with the Kiwi identity, for any legal purpose.

Factors that we took into account when considering a more restrictive registration policy included:

- Our recognition that registrants of a .KIWI domain name will self-select because they have an interest in the Kiwi identity, and this fact will naturally reduce the number of potential registrants
- Because restrictive policies such as, requiring citizenship, or membership could exclude many legitimate registrants from obtaining a .KIWI domain name. For example, if membership in a specific organisation were required for registration, businesses and charitable organisations that could find a .KIWI top-level domain name an effective marketing tool would be excluded from registering a .KIWI domain name as they may not be members

Where possible .KIWI will collaborate and seek to create policy consistent with the .NZ ccTLD, we believe this will benefit registrants and internet users by reducing possible confusion regarding policy within our target markets.

These policies will effectively support the key mission, purposes and goals of the .KIWI top-level domain, which is to allow any and all registrants who want to associate themselves with the Kiwi identity, while at the same time protecting third party rights and preventing abuse.

Question 18b (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.

With respect to protecting registrant privacy and confidential information, .KIWI will comply with applicable ICANN rules, including Whois policies, and all applicable laws, rules and regulations of appropriate jurisdictions. Registrant privacy and use of confidential information are set forth in the .KIWI Privacy & Whois Policy. Information concerning updates and changes to the Registry’s Privacy & Whois Policy will be promptly and prominently displayed on .KIWI’s website. .KIWI’s back-end registry services provider will also be required to employ industry standard procedures and firewalls, and other protections to prevent the unauthorised or illegal access of registrant privacy or confidential information.

With respect to users, .KIWI’s Registration Agreement will require all registrants to comply with any and all applicable laws, rules or regulations concerning user privacy and confidential information for applicable jurisdictions, and that failure to do so may result in suspension or loss of their .KIWI domain name, and may in addition result in legal actions by appropriate authorities.

OUTREACH AND COMMUNICATIONS TO ACHIEVE PROJECTED BENEFITS:

Outreach to targeted potential registrants will be important for .KIWI to achieve its projected benefits, by allowing it to cost-effectively and quickly market to registrants most likely to be interested in the .KIWI gTLD. Also to promote the ways in which .KIWI will allow registrants to associate themselves with the Kiwi identity, and how their association with .KIWI helps further their interest and that of anything “Kiwi”. To achieve this outreach, we intend to leverage our existing relationships with groups with a Kiwi association, as well as engaging in advertising, promotion, social media outreach and other methods of reaching potential registrants. Outreach to individuals and organisations that already identify with the Kiwi identity will provide a strong platform to launch the top-level domain, giving it the best chance of long-term viability, and the best chance of providing its projected benefits.

Broader communications and PR will add another dimension to complement our focused outreach in order to achieve the projected benefits of .KIWI. .KIWI will be an open top-level domain, available to anyone interested in having a .KIWI domain name, and .KIWI’s best chance of establishing itself as a viable top-level domain is to have as many potential registrants as possible know about .KIWI and why a .KIWI domain name may be right for them. However, many potential registrants for .KIWI domain names who may want to associate their internet presence with the Kiwi identity, or use a .KIWI domain name to communicate with those who do, will be missed by .KIWI’s direct outreach efforts. Broad communications, in particular social media, editorial content, blogs and word of mouth will be able to reach other potential registrants.

PR communications will help .KIWI realise its goal of serving registrants beyond just New Zealand. Given our finite marketing resources, communications through free resources, such as social networks and blogs will allow us to promote .KIWI to members of the international community and New Zealand expats who want a domain name that associates them with the Kiwi identity, or use a .KIWI domain name to communicate with those who do.

Communications will help .KIWI keep in touch with its registrants, to understand how they would like to see .KIWI develop, and to understand how we can improve our policies, registration rules, or other aspects of our operations or administration.

MEASURING THE BENEFITS

The numerous benefits to registrants, internet users and other parties can best be measured in three ways: adoption, satisfaction and complaints.

- ADOPTION refers to the number of .KIWI domains registered over a set period of time. This can be measured as an absolute as well as against obvious competitors, such as .NZ and other such TLDs. Adoption will also be tracked by a number of categories, including, types of registrants such as individuals⁄commercial, period⁄cycle (Sunrise⁄Landrush⁄regular) and other relevant categories.

- SATISFACTION measures will be based on surveys of registrants as well as other interested parties, such as registrars, resellers, community partners and user associations. During a period of initial registration we will ask a subset of registrants for the reasons why they chose a .KIWI domain name. Subsequently, follow up surveys will measure the user’s perception of benefits, value and overall satisfaction with .KIWI.

- COMPLAINT measures will be threefold: technical issues, naming disputes and other. Records of issues will be monitored with responses tracked over time.

With the measures outlined above we believe both the absolute values as well as tracking of trends over time will provide useful insights which can be extrapolated to highlight the success of the expanding gTLD space. Using this framework, .KIWI can provide the necessary input to inform future assessments.