18(a) Describe the mission/purpose of your proposed gTLD
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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 blue, for branding and identification purposes.
.BLUE proposes to create an Internet space in which businesses, organizations and individuals can create an Internet identity tied to the color and the concept of blue. 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 blue, including online stores or shopping experiences, to support social causes and activities, 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 .BLUE 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 or support causes that have an association with the color blue.
Associating directly with the color blue 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 20,000 domains under management (DUMs) after three years.
Similar gTLD applications: (0)
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