18(a) Describe the mission/purpose of your proposed gTLD
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Mission and purpose
The new gTLD assignment process allows for unique branding and Internet identity creation possibilities. Afilias anticipates businesses and individuals will have an interest in developing domains associated with the color red, for branding and identification purposes.
.RED proposes to create an Internet space in which businesses, organizations and individuals can create and Internet identity tied to the color and the concept of red. This will allow for an explosion of creativity and Internet offerings around this concept.
Businesses and organizations may want to create a professional web presence related to the color red, including online stores or shopping experiences, or use blogs, wikis and file sharing sites to support their merchandising, retailing efforts and business goals, or for sharing of information.
Individuals may use .RED domains to create websites to support or announce planned businesses and begin marketing efforts, research and tests, or to create web presences that reflect their interest in anything to do with the color red.
Associating directly with the color red in a TLD will be strongly compelling for some businesses and individuals, but may take some time in catching on in popularity with the general public. As a result of this confluence of interest, we anticipate that we will have 5,000 domains under management (DUMs) after three years.
Similar gTLD applications: (0)
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