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

gTLDFull Legal NameE-mail suffixDetail
.KIWIDOT KIWI LIMITEDdot-kiwi.comView
The Mission and Purpose of the .KIWI top-level domain (the “TLD”) is:

-To promote the Kiwi identity, its values, qualities and characteristics on a worldwide basis
-To provide a platform to give Kiwis and Kiwi businesses a fresh and modern online identity to showcase the cultural, commercial and social aspects of being Kiwi
-To establish a commercially viable business which will also provide an on-going charitable contribution to assist in the rebuild of Christchurch, New Zealand, following the devastating earthquakes of 2010 and 2011.

The information provided below and in following sections expands on the overall mission and purpose of .KIWI, and includes the proposed framework for assessing how the .KIWI TLD addresses ICANN’s stated objectives for expanding the gTLD space.

DEFINITION - THE KIWI IDENTITY
A “Kiwi” is a flightless bird native to New Zealand, named by the Maori, the indigenous people of Aotearoa New Zealand. The Kiwi is iconic to New Zealand, and its image has been widely used as a symbol throughout the 19th, 20th and 21st centuries by New Zealand individuals, sports teams, the military, organisations, government and corporations. Through the symbol’s prominent roots in the New Zealand military, New Zealand soldiers became known as “Kiwis”. Throughout the 20th century, “Kiwi” became the widely adopted nickname used internationally for people from New Zealand, as well as being a common self-reference for those that consider themselves New Zealanders or associate with New Zealand and its culture.

There are now over 4.5 million New Zealanders in the world, including a high proportion of expatriates (“expats”), approximately one million, who feel a strong affinity to their homeland and self-identify as Kiwis. Importantly, the Kiwi name also represents national pride, values, achievements, ideologies, and aspirations that Kiwis consider unique and special to New Zealand.

.KIWI recognises that for Kiwis, New Zealand is always home, regardless of where in the world theyʹre living and working, and anticipates that .KIWI will provide them an exciting way of proclaiming their identity online. Therefore, the .KIWI TLD will become an important identifier for like-minded people, businesses and organisations with an affiliation to New Zealand and being a Kiwi.

MISSION OF .KIWI:

GLOBAL IDENTITY. The mission of .KIWI is to promote the Kiwi identity globally via the internet in a way that reflects the Kiwi culture, whilst supporting New Zealand communities and causes.

Thus, we seek to create or enhance:

- AVAILABILITY. To promote the Kiwi identity, its values, qualities, characteristics, perspectives, leaders, populace, supporters and admirers, by making available domain names ending in .KIWI, for personal, business, or other legal purposes in New Zealand and around the world.
- SHARING. To promote the Kiwi identity by having information of any and all types and for any and all legal purposes available and disseminated from websites and email addresses ending in .KIWI for the registrants and users own purposes in New Zealand and worldwide.
- ENTERPRISE. To promote the Kiwi identity by allowing businesses, not-for-profits and individuals to associate their products, services, information and themselves with the Kiwi identity for their own purposes in New Zealand and around the world.
- CONNECTIONS. To grow the number of people and organisations in New Zealand and around the world that publicly identify themselves via the internet with the Kiwi identity, through the use of .KIWI domain names and email accounts by making .KIWI domain names affordable and readily available (subject to the rules governing .KIWI, as discussed in section 18b(iv) of this application).
- PHILANTHROPY. To contribute a percentage of .KIWI’s revenue and profit towards the rebuild of the city of Christchurch, New Zealand, following the devastation of the 2010 and 2011 earthquakes, resulting in the tragic death of 185 people and the wide-spread destruction of homes, buildings and key infrastructure of Christchurch. A trust chaired by Sir John Hansen, a former judge of the New Zealand High Court, is being formed to receive, administer and distribute funds.

PURPOSE OF .KIWI:

GLOBAL PLATFORM. The purpose of .KIWI is to provide an online platform for internet users to associate with and promote the Kiwi identity and brand globally.

Thus, we seek to provide:

- FAMILIARITY. An online platform for all those interested in disseminating or seeking information, whether commercial or non-commercial, including issues, news, culture, lifestyle, entertainment, sports or other topics, with an easily recognisable domain name that associates them and⁄or their information with the Kiwi identity.
- COMMUNICATION. An identifiable means for people, organisations and businesses to communicate with those who associate or identify with the Kiwi identity.
- COMMERCE. An online platform for all those interested in selling or purchasing goods or services of any kind, or providing information, with an easily recognisable domain name that associates them and⁄or their goods or services with the Kiwi brand e.g. Tourism.
- INNOVATION. An online platform for innovation within businesses and organisations who attach themselves to the Kiwi identity.
- RECOGNITION. A platform for New Zealand expats to promote and align themselves with the Kiwi identity in an online context, providing instant recognition to New Zealanders and fellow expats, thereby creating opportunities for networking, business and social engagement.
- COMPETITION. .KIWI will offer internet users with a Kiwi affiliation the choice to choose a domain name that they identify with at a competitive price.
- INSPIRATION. An online platform for celebrating or observing matters of cultural and national significance, using a .KIWI domain to enhance the user experience and objectives of the organisers e.g. ANZAC Day Remembrances.

ASSESSING .KIWI IN EXPANDING THE gTLD SPACE:

(i) .KIWI ENHANCES CONSUMER CHOICE
Registrants that want a domain name to effectively and efficiently show an association with the Kiwi identity, or a domain name which allows them to communicate with others who openly associate or identify as being Kiwi, face a domain name marketplace that provides them with very limited options.

The .KIWI TLD will:

-Resolve this problem by providing registrants with an efficient, effective, and instantly recognised way of demonstrating their association with the Kiwi identity
-Allow registrants to reach more targeted audiences and grow their online presence. Additionally, it will allow registrants to more closely identify with a particular market segment.

(ii) .KIWI CONNECTS AND UNITES KIWIS GLOBALLY
As mentioned above, one of the key elements of .KIWI’s mission is to connect Kiwi’s on a worldwide basis as facilitated through an expanded gTLD space. One of the measures for success will be based on the number of non-New Zealand based .KIWI domain name registrations that occur within a one to five year period.

(iii) .KIWI’S IMPACT WITHIN NEW ZEALAND
As stated in section 18b of this application, the promotion of competition and consumer choice within New Zealand is of immediate and significant benefit. Also of special significance is the promotion of the Maori language within the .KIWI TLD. .KIWI will support “macronised” vowels in domains at the second-level. Macrons are used by the Maori language, and .KIWI will promote the adoption of Maori domain names and implement measures to protect names of cultural importance and interest. One of the measures for success will be the number of Maori .KIWI domain name registrations that occur within a one to five year period.

Additionally, .KIWI believes other matters of national significance warrant special consideration, and will commit to protecting and promoting the cultural integrity of matters of national significance.
gTLDFull Legal NameE-mail suffixDetail
.vinHolly Shadow, LLCdonuts.coView
Q18A CHAR: 7985

ABOUT DONUTS
Donuts Inc. is the parent applicant for this and multiple other TLDs. The company intends to increase competition and consumer choice at the top level. It will operate these carefully selected TLDs safely and securely in a shared resources business model. To achieve its objectives, Donuts has recruited seasoned executive management with proven track records of excellence in the industry. In addition to this business and operational experience, the Donuts team also has contributed broadly to industry policymaking and regulation, successfully launched TLDs, built industry-leading companies from the ground up, and brought innovation, value and choice to the domain name marketplace.

DONUTS’ PLACE WITHIN ICANN’S MISSION
ICANN and the new TLD program share the following purposes:
1. to make sure that the Internet remains as safe, stable and secure as possible, while
2. helping to ensure there is a vibrant competitive marketplace to efficiently bring the benefits of the namespace to registrants and users alike.

ICANN harnesses the power of private enterprise to bring forth these public benefits. While pursuing its interests, Donuts helps ICANN accomplish its objectives by:

1. Significantly widening competition and choice in Internet identities with hundreds of new top-level domain choices;
2. Providing innovative, robust, and easy-to-use new services, names and tools for users, registrants, registrars, and registries while at the same time safeguarding the rights of others;
3. Designing, launching, and securely operating carefully selected TLDs in multiple languages and character sets; and
4. Providing a financially robust corporate umbrella under which its new TLDs will be protected and can thrive.

ABOUT DONUTS’ RESOURCES
Donuts’ financial resources are extensive. The company has raised more than US$100 million from a number of capital sources including multiple multi-billion dollar venture capital and private equity funds, a top-tier bank, and other well-capitalized investors. Should circumstances warrant, Donuts is prepared to raise additional funding from current or new investors. Donuts also has in place pre-funded, Continued Operations Instruments to protect future registrants. These resource commitments mean Donuts has the capability and intent to launch, expand and operate its TLDs in a secure manner, and to properly protect Internet users and rights-holders from potential abuse.

Donuts firmly believes a capable and skilled organization will operate multiple TLDs and benefit Internet users by:

1. Providing the operational and financial stability necessary for TLDs of all sizes, but particularly for those with smaller volume (which are more likely to succeed within a shared resources and shared services model);
2. Competing more powerfully against incumbent gTLDs; and
3. More thoroughly and uniformly executing consumer and rights holder protections.

THIS TLD
This TLD is attractive and useful to end-users as it better facilitates search, self-expression, information sharing and the provision of legitimate goods and services. Along with the other TLDs in the Donuts family, this TLD will provide Internet users with opportunities for online identities and expression that do not currently exist. In doing so, the TLD will introduce significant consumer choice and competition to the Internet namespace – the very purpose of ICANN’s new TLD program.

This TLD is a generic term and its second level names will be attractive to a variety of Internet users. Making this TLD available to a broad audience of registrants is consistent with the competition goals of the New TLD expansion program, and consistent with ICANN’s objective of maximizing Internet participation. Donuts believes in an open Internet and, accordingly, we will encourage inclusiveness in the registration policies for this TLD. In order to avoid harm to legitimate registrants, Donuts will not artificially deny access, on the basis of identity alone (without legal cause), to a TLD that represents a generic form of activity and expression.

DONUTS’ APPROACH TO PROTECTIONS
No entity, or group of entities, has exclusive rights to own or register second level names in this TLD. There are superior ways to minimize the potential abuse of second level names, and in this application Donuts will describe and commit to an extensive array of protections against abuse, including protections against the abuse of trademark rights.

We recognize some applicants seek to address harms by constraining access to the registration of second level names. However, we believe attempts to limit abuse by limiting registrant eligibility is unnecessarily restrictive and harms users by denying access to many legitimate registrants. Restrictions on second level domain eligibility would prevent law-abiding individuals and organizations from participating in a space to which they are legitimately connected, and would inhibit the sort of positive innovation we intend to see in this TLD. As detailed throughout this application, we have struck the correct balance between consumer and business safety, and open access to second level names.

By applying our array of protection mechanisms, Donuts will make this TLD a place for Internet users that is far safer than existing TLDs. Donuts will strive to operate this TLD with fewer incidences of fraud and abuse than occur in incumbent TLDs. In addition, Donuts commits to work toward a downward trend in such incidents.

OUR PROTECTIONS
Donuts has consulted with and evaluated the ideas of international law enforcement, consumer privacy advocacy organizations, intellectual property interests and other Internet industry groups to create a set of protections that far exceed those in existing TLDs, and bring to the Internet namespace nearly two dozen new rights and protection mechanisms to raise user safety and protection to a new level.

These include eight, innovative and forceful mechanisms and resources that far exceed the already powerful protections in the applicant guidebook. These are:

1. Periodic audit of WhoIs data for accuracy;
2. Remediation of inaccurate Whois data, including takedown, if warranted;
3. A new Domain Protected Marks List (DPML) product for trademark protection;
4. A new Claims Plus product for trademark protection;
5. Terms of use that prohibit illegal or abusive activity;
6. Limitations on domain proxy and privacy service;
7. Published policies and procedures that define abusive activity; and
8. Proper resourcing for all of the functions above.

They also include fourteen new measures that were developed specifically by ICANN for the new TLD process. These are:

1. Controls to ensure proper access to domain management functions;
2. 24⁄7⁄365 abuse point of contact at registry;
3. Procedures for handling complaints of illegal or abusive activity, including remediation and takedown processes;
4. Thick WhoIs;
5. Use of the Trademark Clearinghouse;
6. A Sunrise process;
7. A Trademark Claims process;
8. Adherence to the Uniform Rapid Suspension system;
9. Adherence to the Uniform Domain Name Dispute Resolution Policy;
10. Adherence to the Post Delegation Dispute Resolution Policy;
11. Detailed security policies and procedures;
12. Strong security controls for access, threat analysis and audit;
13. Implementation DNSSEC; and
14. Measures for the prevention of orphan glue records.

DONUTS’ INTENTION FOR THIS TLD
As a senior government authority has recently said, “a successful applicant is entrusted with operating a critical piece of global Internet infrastructure.” Donuts’ plan and intent is for this TLD to serve the international community by bringing new users online through opportunities for economic growth, increased productivity, the exchange of ideas and information and greater self-expression.