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

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.移动Afilias Limitedafilias.infoView

Mission and purpose

The mission of the .MOBI (CHINESE IDN) TLD is to become one of the most usable, accessible and recognizable namespaces on the Internet for Chinese-speaking populations around the globe, and to establish meaningful and relevant identities for companies and individuals who elect to promote their companies by using this TLD. Further, this TLD intends to become the TLD of choice for those Chinese-speakers throughout the world who opt to use mobile devices as their first choice to access the Internet. The primary purpose is to foster a sense of professionalism, trust and ease of access among customers, businesses and organizations who elect to use the .MOBI (CHINESE IDN) TLD.

We anticipate a variety of reasons that businesses and individuals would want to acquire domains under the .MOBI (CHINESE IDN) TLD.

There are approximately 873 million speakers of Mandarin Chinese in the world, with 178 million more who speak Chinese as a second language. This totals over 1 billion Chinese speakers. (source: Vistawide World Languages and Cultures - http:⁄⁄www.vistawide.com⁄languages⁄top_30_languages.htm).

Businesses may want to create a professional web presence including online stores or shopping experiences, or use blogs, wikis and file sharing sites to support their merchandising, retailing efforts and business goals. Mobile service providers may integrate domains into their service packages, or hardware providers could us these addresses to promote their devices.

Individuals may use .MOBI (CHINESE IDN) domains to create websites to support or announce planned businesses and begin marketing efforts, research and tests.

There are approximately 500,000 million Internet users in China, according to an article in the April 2, 2012 issue of the TechRepublic (http:⁄⁄www.techrepublic.com⁄blog⁄asian-technology⁄number-of-chinas-internet-users-passes-500m⁄122).

In March, China’s Ministry of Industry and Information Technology confirmed that, as of the end of February, there were more than a billion mobile subscribers in the country. We initially anticipate capturing a small percentage of these users, both individuals and businesses, in the first three years who will quickly realize the intrinsic value of the .MOBI (CHINESE IDN) TLD and will wish to be early adopters of this opportunity. We anticipate that registrants who purchase domains will regard the registered name of their business seriously and put significant effort into building the .MOBI (CHINESE IDN) brand as well as their own brand within that space. Therefore, we forecast having approximately 5,000 Domains Under Management (DUMs) by the third year of operation. Our financial responses in questions #45 through #50 go into detail on our funding, cost and revenue projections.

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