18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

gTLDFull Legal NameE-mail suffixDetail
.mtnMTN Dubai

The core goals of the .mtn TLD are as follows:



A goal of the .mtn TLD is to develop the reputation of domain names within the .mtn TLD as authoritative points of reference for the MTN brand online, which customers and Internet users will intuitively navigate to and trust.

Operated and controlled exclusively by MTN (Dubai) Limited, the .mtn TLD will leverage the power of the MTN brand to promote .mtn domain names as the single point of reference for the wider MTN brand online. Thus, the .mtn TLD will reduce confusion for Internet users and reduce the likelihood for harm by interacting with online entities that falsely and misleadingly purport to either represent the brand, or in some cases, even impersonate the brand online. Due to the very nature of the telecommunications industry, this is always a prevalent threat. The .mtn TLD will assure users that the content of .mtn domain names is authoritative, genuine and legitimate.

MTN (Dubai) Limited will ensure that the content of the .mtn namespace conforms to its usual terms of use and registration pertaining to Internet policies.

This goal to be the authoritative TLD will be achieved by ensuring all content and registrations are tightly controlled and strictly authorised by MTN (Dubai) Limited immediately upon creation of the TLD.

A benefit for MTN (Dubai) Limited will be the strengthening of the MTN brand via the provision of an authoritative and coherent brand information channel. An additional benefit is the reduction in the risk that consumers may be misled by unauthorised or infringing content within other TLDs. Having this authoritative TLD will create an Internet ‘lighthouse’ that clearly displays to customers and Internet users without doubt that these websites are approved and controlled by the MTN brand.

Such an authoritative TLD could potentially deliver financial benefits to the company by reducing the need for Search Engine Optimisation (SEO) costs, due to marketing and labour not being required to be devoted to this activity. In addition, costs incurred by maintaining a portfolio of defensive domain name registrations within other TLDs and ccTLDs in order to protect the brand and internet users will, over time, be reduced as they become unnecessary.

Consumers will benefit from having certainty that all content on .mtn websites can be trusted, is authorised and company-approved. Users of .mtn domain names will be able to access, within a single TLD, information about the MTN brand, its products, services and affiliates - as designated by clear, logical domain names. The added confidence inherent in MTN (Dubai) Limited being the only possible registrant will ensure a direct and trusted line of communication between customers and the MTN brand. Internet users can also be assured that any information they access through the .mtn TLD is legitimate and supported by the reputation of the brand.

The TLD can also benefit the wider Internet and online communities by generating trust around the reputability of content. It is in the interest of the MTN brand to ensure that the .mtn TLD remains true to its mission and purpose.

Surveys will be conducted by MTN (Dubai) Limited to assess site users’ experience, alongside assessment of the authority and suitability of the information that the .mtn TLD conveys.

The authoritative goal of the TLD will be considered achieved when the majority of survey responses in a reporting cycle reveal a positive and trusting experience in using .mtn websites.


Following the introduction of the .mtn TLD, efforts will shift to focusing on transferring the brand reputation of the existing domain names to the .mtn TLD in the marketplace, while promoting the additional benefits the TLD provides. This will serve to expand the overall attractiveness of the brand to customers and Internet users. External marketing campaigns will begin to promote the .mtn TLD and drive traffic to websites within the .mtn TLD only.

Brand building will be achieved through the organic usage and gradual replacement of the existing domain name portfolio in marketing campaigns, with the .mtn TLD to be incorporated over time into all new global and directed marketing. Once established, the TLD’s reputation will then serve as a springboard for efforts to promote the use of the TLD, facilitating the mission⁄purpose of the TLD.

The promotion of .mtn TLD-based websites will also provide an efficient marketing model that encompasses both brand and product. This is a more efficient marketing approach than that currently employed - the usage of existing TLD’s which are neither brand nor product-specific. The benefit to the MTN brand will be in the enablement of internal departments to register, via an ICANN accredited Registrar, brand and product-supportive domain names. The MTN brand will be able to use these registrations to represent product lines and strategic initiatives in support of MTN brand core strategy and the mission⁄purpose of the .mtn TLD. The company will also benefit from maintaining a more marketable online identity.

A website hosted within the .mtn TLD will assure Internet users that they are accessing authoritative and reliable MTN brand, product or company information. As such, it is anticipated that more traffic will be directed to MTN brand sites and away from unreliable and illegitimate websites purporting to provide information relating to the MTN brand.

Surveys will be conducted to measure the impact of the introduction of the .mtn TLD against the existing domain name portfolio. Visit metrics will be utilised to measure the volume of traffic on .mtn websites and subsequently compared to existing data of the current domain name portfolio.


Having the .mtn TLD in the control of MTN (Dubai) Limited is another goal. This goal of control will be achieved when the TLD is delegated for use by ICANN and the company’s internal policies are in place to manage the registration of domain names. This creates numerous benefits to the company, consumers and the wider Internet community.

In addition to the aforementioned statements concerning trust and genuine content, MTN (Dubai) Limited sees additional benefits such as:


As the Registry Operator, MTN (Dubai) Limited will benefit from having ultimate control of the TLD and the policy that underpins it. This will enable policy development that serves the mission and purpose of the domain, but at the same time, allow it to be dynamic over time to support the future direction of the business on the Internet.

Being in control of the TLD gives MTN (Dubai) Limited the comfort of knowing any future products or services will have a dedicated TLD in which to reside. It allows the company a platform from which to innovate or adapt to any changes in Internet policy or best practice. Being in control of the TLD also gives the MTN brand the ability to change direction and approach quickly, and in line with the company’s current and future goals.


Being in control of the TLD will enable MTN (Dubai) Limited to register domain names without needing to compete within other TLDs and ccTLDs for domain names. This will benefit the company by allowing key marketing campaigns to be undertaken which will be promoted with shorter domain names that are easier to remember. Thus consumers and Internet users will be able to intuitively navigate and find relevant domain names – which can be trusted as authoritative from the MTN brand.

The benefits to consumers will be similar to those mentioned above. As also mentioned above, surveys will be used to measure user experience and determine that the goal of control has been met.


The leadership goal is to promote and further identify the MTN brand as a leader in innovation and online content in the telecommunications industry.

By securing the .mtn TLD, MTN (Dubai) Limited creates a platform by which the company can lead innovation within the telecommunications industry via online content, marketing initiatives and delivery.

Success will be achieved by tightly integrating existing MTN branded content about the company, as well as current, new and forthcoming products, while using the TLD as an innovative marketing and communications tool and actively involving itself in adding to the development of the Internet. As Internet usage evolves and new TLDs emerge, it is the MTN brand’s goal to be a leader in this new era of Internet development.

An additional benefit to the MTN brand will be in furthering its existing reputation as a global leader of the telecommunications industry. This will serve to enhance the MTN brand as a whole.

The leadership goal will be measured by survey results relating to the perception of the MTN brand in terms of industry leadership.



A goal of the .mtn TLD is to have accessible and easily locatable information freely available online. Clients and affiliates, both prospective and existing, require readily available and easily-accessible information about MTN-branded products. The .mtn TLD will facilitate this by offering a centralised location for all MTN products and information pertaining to the brand. As previously stated, this will also be authoritative and governed by MTN (Dubai) Limited.

The MTN brand will benefit from having a cohesive and dedicated online space that will serve as a digital hub for all brand-related activities on the Internet. This will support the diverse global approach that the MTN brand utilises in its operations and serve as a basis for its corporate operations. As previously stated, this will potentially reduce the costs of SEO and reduce company-related expenditure on marketing as a whole.

The consumer will benefit from the naming conventions employed in the .mtn TLD (for example, or; enabling a better user experience for online consumers searching for products and information, while also reducing confusion. The .mtn TLD provides for intuitive navigation which, coupled with the introduction of other TLDs, will enhance the overall navigability of the Internet.

Surveys will be conducted to assess the experience of a site user and the ease of accessing .mtn TLD websites. Visit metrics will be utilised to measure the volume of traffic on .mtn websites – where the traffic has originated from and where it is being directed to. This will be compared to existing data on the current domain name portfolio and then analysed for performance.



The .mtn TLD also seeks to create more competition on the Internet. In creating its own TLD, the MTN brand hopes to drive innovation, not only to its own market segment, but to the Internet as a whole. Having already shown this innovation and leadership in its own market, the MTN brand will give Internet users, as well as existing and potential customers, greater levels of service through the creation of the .mtn TLD. This innovation, service level increase and trust in the TLD will promote more competition on the Internet and thus increase overall levels of service across the industry.

The success of this goal will be tied to the success of the new gTLD program as a whole. As more new TLD’s are delegated to the root, more competition will be created and consequently an increase in service levels will follow.

MTN (Dubai) Limited will not have a specific measure in place for this goal, but will rely on the post-program analysis to be conducted by ICANN and the GAC to determine the overall success of the program.



The .mtn TLD will make a significant contribution to the current space in the following ways:

– The TLD primarily differs from existing TLDs in relation to its unique mission⁄purpose – to promote the MTN brand and its diverse operations. No other TLD currently exists that is devoted specifically to the needs of a single brand. The .mtn TLD will be one of the first TLDs added to the root in which a brand’s digital operations and very image are communicated by and through the TLD via authoritative channels.

MTN (Dubai) Limited intends to request an exemption from clause 1b of the Registry Operator Code of Conduct (Specification 9) pursuant to clause 6 of the Code of Conduct to enable it to register domain names in its own right in this TLD. This planned operating model will allow the .mtn TLD to be one of the first TLDs added to the root in which domain names are not commercially available and are registered only by and in the complete control of the Registry Operator via an ICANN-approved Registrar. This will bring added benefits to the DNS by preventing abuse and infringement, thus increasing reliability and trust. Consequently, the .mtn TLD model and other TLDs will contribute to the development of a new level of trust and confidence on the Internet.

– The use of an authoritative space will also help reduce and⁄or eliminate the number of domain names that are registered for the purpose of infringing the trademark. When end users are educated as to the benefits of the .mtn TLD, the reliance on vast portfolios of defensive domain name registrations to protect Internet users and the MTN brand will be less warranted.

– Where existing TLDs often apply to diverse and broad markets, with no imposed cap on the number of registrations made available, the .mtn TLD will be differentiated by having a relatively small number of domain names. This means that users searching for content related to particular MTN-branded products or services will be easily directed to that content via a potentially small global number of applicable sites.

– With restrictions placed on registrations and their use and content, the .mtn TLD will distinguish itself as a TLD with an online brand identity reflecting the unique and diverse MTN brand.

The above-described features of the .mtn TLD clearly differentiate it from existing top level domains. The .mtn TLD serves to consolidate the MTN brand’s online presence by providing an easily identifiable, globally visible home for MTN brand operations.

Additionally, the .mtn TLD addresses the needs of Internet users by providing an easily identifiable and dedicated TLD, with assurances regarding the legitimacy of content. Websites within other TLDs that are providing unauthoritative information relating to MTN branded products will be easily identifiable, as they will not carry a .mtn top level domain name. This will reduce risk to Internet users of reliance on unauthorised and infringing MTN brand-related content provided by unauthorised third parties.

Because domain name registrations in the .mtn TLD will be the exclusive reserve of MTN (Dubai) Limited, internal departments who register a .mtn domain name will have a distinct advantage over registration within existing TLDs and ccTLDs in terms of value proposition – due to the synonymous relationship between the .mtn string, the registrant and its aims. The .mtn TLD will be recognised by Internet users as the dedicated, authoritative and trusted online space for the MTN brand, as supported by its inclusion within MTN brand marketing activities.


All domain names registered within the .mtn TLD will be registered and maintained by MTN (Dubai) Limited for the exclusive use of MTN (Dubai) Limited, MTN (Dubai) Limited internal departments and affiliates (as defined in Article 2.9(c) of the Registry Agreement). MTN (Dubai) Limited will not sell, distribute or transfer control or use of any registration in the TLD to any third party that is not an affiliate of MTN (Dubai) Limited. All domain names will be registered via an ICANN-accredited Registrar.

Eligibility to register domain names in the .mtn TLD will be restricted to specifically-authorised MTN (Dubai) Limited marketing staff members. Clearance for registration will come from an authorised staff member within MTN (Dubai) Limited. Departments within MTN (Dubai) Limited will be able to register associated .mtn domain names to promote activities, products and services and⁄or events with authority. The safeguards against allowing for registrations in violation of this eligibility restriction, including Trademarks, are discussed in the responses to Question 28 and 29. Registration policies will strive to avoid registering any domain names that are confusingly similar to any third party trademarks or related proprietary material; offensive and obscene material will not be tolerated.

An authorised MTN (Dubai) Limited staff member will be designated as the technical contact on all registrations within the .mtn TLD. This staff member will be responsible for the ongoing technical services of websites utilising .mtn domain names.

Domain names registered within the .mtn TLD must further the published strategic goals of MTN (Dubai) Limited, as mandated by the registration policy created and maintained by MTN (Dubai) Limited.

These restrictions underpin the achievement of the goals of the TLD, in particular enhancing trust in the MTN brand and forming an authoritative source of information relating to the brand and its products.


All domain name registrations in the .mtn TLD will be registered to and maintained by MTN (Dubai) Limited for its own exclusive internal use. No measures need be taken for protecting the privacy or confidential information of registrants in the .mtn TLD because no information of a private nature will be collected during the registration process.

MTN (Dubai) Limited will not distribute or transfer control or use of any registrations in the TLD to any third party that is not an affiliate. Use of .mtn domain name registrations will be reserved for the exclusive use of MTN (Dubai) Limited and its affiliates. Accordingly, MTN (Dubai) Limited considers that no measures need be taken toward protecting the privacy or confidential information of users of domain name registrations in the .mtn TLD.


The outreach and communication activities for the .mtn TLD will be conducted in two different formats and include above the line (public) and below the line (closed and directed) marketing initiatives.

Above the line communications will focus on directed communications to internal departments, members and affiliates of the MTN brand, for the purpose of communicating the new TLD and the opportunities this presents. It is envisaged that this will be carried out and implemented by initiatives such as internal communiqués, email communications from the marketing department and public speaking opportunities at company-sanctioned events and gatherings.

Below the line communications will focus on launching the .mtn TLD to targeted audiences and prospective MTN brand customers. This will be executed via an initial awareness campaign designed to notify and educate target audiences and members on the introduction of .mtn and its benefits. The campaign will be executed via advertising and public relations activity in line with existing marketing activities already conducted by the MTN brand. Additionally, domain names within the .mtn TLD will be introduced as the primary domain names for high-profile campaigns within pre-selected market and geographic segments. This will drive end user utilisation and begin the process of behavioural change within the target audience. This is in line with the mission⁄purpose of the TLD to promote and enhance the overall MTN brand.
gTLDFull Legal NameE-mail suffixDetail
.shopDot Shop Limitedfamousfourmedia.comView
How do you expect that your proposed gTLD will benefit Registrants, Internet users, and others?

The Applicantʹs primary intention is to provide a favorable ecosystem for the growth and evolution of the sector. The key to achieving this aim are significant provisions for brand integrity and protection of intellectual property. The Applicant intends to push the boundaries of what can be done through innovative design of the new top level domain, including technologies that capitalize on the sectorʹs needs. A close relationship with the sectorʹs stakeholders is essential to this purpose, and will enable .shop to grow in response to both Registrant and user needs. The gTLD also contains significant opportunities as a next generation organizational scheme for online content, including provisions for abuse prevention to defend users against malicious registrations. The gTLD has been meticulously designed by a team of industry leaders from an array of different fields. This has enabled the creation of an airtight financial strategy, an inspired technological development plan as well as a close and dynamic relationship with the sector community - all critical needs on the path to the enduring success of the gTLD.

18(b)(i) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?


The Applicant’s key specialty goal is to enable a secure and stable gTLD dedicated to providing global Internet users with a targeted space for subject matter of interest. This gTLD will serve as a home for both Registrants and end-users who feel an affinity with this sector and its associated content. Consequently they will prefer to register domain names, create and post content and seek information in a highly targeted manner.

Allowing users the ability to create a targeted, unique space within the new gTLD will enable them to customize their online offering and presence. The .shop gTLD will by itself clearly signal the nature and purpose of such websites to Internet users.

The applicant intends to actively promote gTLD specific vertical searching in the gTLD for the benefit of Registrants, end-users and other stakeholders. This specialization through Vertical Search will also benefit Internet users seeking authentic online information and products or services as they will no longer have to wade through content completely unrelated to their desired results.

As the gTLD is sector specific it will provide a better context for second level strings allowing for a much higher number of relevant and more conscise domains. This more targeted environment will simplify the user experience across multiple platforms specifically with smartphones and tablets where minimal input is favoured.

Service Levels

The goal of the gTLD Registry is to offer domain name registration services of the highest level, exceeding both ICANN requirements and current sector norms. To achieve these goals, the Applicant has contracted with well established, proven service providers offering the highest possible level of quality in Registry and Registrar services. The expertise of the service providers will ensure that the security and quality of the gTLD will be uncompromised.

The Applicant will further provide the highest level of service to trademark, legal rights owners and second-level domain owners. To achieve this goal the Applicant will be implementing a range of Abuse Prevention and Mitigation policies and procedures. The Applicant is also firmly committed to the protection of Intellectual Property rights and will implement all the mandatory Rights Protection Mechanisms (RPMs) contained in the Applicant Guidebook. Aswell as these The Applicant will further protect the rights of others through the implementation of additional RPMs. The RSPʹs experience will ensure that the gTLD provides this high level of service to trademark and other legal rights owners to combat abusive and malicious activity within the gTLD.

The Registry will respond to abuse or malicious conduct complaints on a 24⁄7⁄365 basis, respond to requests from governmental and quasi-governmental agencies and law enforcement in a timely manner, and promptly abide by decisions and judgments of UDRP and URS panels, in accordance with ICANN consensus policies.

The Applicant will also provide fast and responsive (24⁄7⁄365) customer support to both Registrars and end-users in a number of languages to assist with general enquiries as well as complaints of abusive or malicious conduct.

Service Levels related to Registry Backend Services

The Applicant will work with Neustar Inc. (hereinafter “RSP”) whose extensive experience spans more than a decade. This will ensure delivery of the protected, trusted, and permanently-running Registry infrastructure necessary to reliably host and operate a gTLD. The Applicant will also work with its Registrars to ensure that consumers receive secure, fast, and reliable domain name registration services with a high-level of customer service.

The global DNS network that will be utilised for the resolution of domains in this gTLD has already been operating for over 10 years. It currently delivers DNS resolution for several TLD customers and provides low latency query responses with a 100% DNS uptime service level agreement.

The Applicant will further leverage the RSP’s existing DNSSEC infrastructure, capabilities, and experience to provide a robust and standards compliant implementation that ensures DNSSEC services are always available as part of the DNS.

The Shared Registry System (“SRS”) to be used for the Applicantʹs gTLD is a production-proven, standards-based, highly reliable and high-performance domain name registration and management system that has been designed to operate at the highest performance levels. The Applicantʹs RSP has been able to meet or exceed their SLA requirements nearly every month since itʹs inception. Their Registry has achieved a 99.997% success rate in meeting SLAs since 2004.

The Applicantʹs RSP has extensive experience providing ICANN and RFC-compliant WHOIS services for each of the gTLDs that it operates as a Registry Operator for both gTLDs and ccTLDs. The RSPʹs thick WHOIS solution is production proven, highly flexible, and scalable with a track record of 100% availability over the past 10 years.

The Applicant will comply with all the data escrow requirements documented in the Registry Data Escrow (“RyDE”) Specification of the Registry Agreement and has a contract in place with Iron Mountain Intellectual Property Management, Inc. (“IM”) for RyDE Services. The Applicant and its RSP will in conjunction with Iron Mountain work to ensure that the escrow deposit process is compliant 100% of the time.


The Applicant will ensure that the Registry enjoys an excellent reputation through its core focus on creating a secure, sustainable, and specialized gTLD, thus supporting ICANN’s primary goals for the new gTLD program in promoting consumer trust, consumer choice, competition and innovation.

The Applicant will strive to become a reputable and successful new gTLD by providing secure, fast and reliable customer service throughout the registration life cycle of all domains in the gTLD.

The Applicant will endeavour to ensure that only non-fraudulent Registrants have domain names in the gTLD via a WHOIS that is searchable, thick and reliable and by being highly responsive to complaints from legal rights owners. The Applicant will further implement an industry leading range of Abuse Prevention and Mitigation policies and procedures as well as RPMs.

The Applicant will provide the financial and operational stability to protect Registrants and ensure the reputation of the Registry. The Applicant has estimated the maximum costs of the critical functions for a three year period by taking the largest single year cost estimate (year 5) and multiplying this by 3. If the calculation used a lower figure the costs estimate would not be at the potential highest amount during the 5 years and the COI instrument would be too small in order to fund the costs of the 5 critical functions for at least 3 years.

The Applicant has decided to commit to providing the highest level of protection to Registrants and Stakeholders by providing ICANN with a COI for the maximum amount as recommended by ICANN in its COI Guidance. This ensures the Registry is reputable, remains conservative and mirrors ICANN’s core objectives. In a worst case scenario where the Applicant will not receive any revenue Registrants will be protected not only by the COI, but also by the fact that the Applicant has enough capital to operate for over 3 years.

Question 18(b)(ii) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

It is expected that .shop will provide significant competition for existing and forthcoming gTLDs. The .shop gTLD will provide a blank canvas of second level domains that will inevitably lead to increased consumer choice and significant innovation from the sector. It will allow Registrants to seek new and varied ways to separate themselves from the competition.


The Applicant will enhance competition by allowing new Registrants to create new online products and services serving the global marketplace and connecting geographically diverse Registrants and users with a common affinity for the specialized subject matter exemplified by the new gTLD. The new gTLD process and its resulting gTLDs are likely to incentivize top-level domains to improve the security and quality of their online products and services as well as introducing new ones. Thus, this gTLD will benefit consumers by increasing the likelihood of new innovative online products and services.The addition of a new gTLD such as .shop will also increase competition between existing registries.

The Applicant will promote competition to the benefit of the Registrants by amongst other things:

- Building a healthy growth trend of domain registrations to validate the specialty space
- Promote the migration of sector relevant content from other TLDs
- Maintaining competitive pricing of domains


Currently, there is no gTLD available on the Internet that signifies the specialized products, services, and subject matter encompassed by this gTLD. The gTLD string itself will give a clear indication to website visitors that the site has content relevant to the sector. This will result in the gTLD becoming globally recognizable and viewed as a trusted source of goods, services and information.


The gTLD will demonstrate innovation through cutting edge RPMs.

Firstly the Applicant considers the Protection of Intergovernmental Organization (ʺIGOʺ) names to be very important. The Applicant will use strings registered as second level domains in the .int gTLD as the basis for this protection. To register in the .int domain, the Registrants must be an IGO that meets the requirements found in RFC 1591. The Applicant will reserve these strings and only allow for their future release if an IGO on the “reserve list” wishes to make use of the protected string in the gTLD and provides the Applicant with sufficient documentation.

Finally if a Registrant during sunrise and landrush applies to register a domain name identical to a capital city name of a country or territory listed in the ISO 3166-1 standard it will receive a Capital City Claims (“CCC”) notification stating this. Subsequently they will have to reply unconditionally agreeing to comply with requirements to protect the reputation of the capital city and any further terms.

These functions will enhance Internet stability, security and will demonstrate to Registrars, Registrants, and end-users of the Registry that abusive or malicious conduct will not be tolerated. They will further contribute significantly to the integrity of the gTLD enabling an environment where stakeholders can innovate with confidence.

Question 18(b)(iii) What goals does your proposed gTLD have in terms of user experience?

The Applicant’s goals for the new gTLD are to provide a trusted, secure, and user friendly environment whereby domain names and content relating to its specific affinity group can flourish.

The Applicant believes that the success of the gTLD will be determined by the sector’s key stakeholders globally. The Applicant believes that stakeholders should have the opportunity to influence the gTLD and the way it is governed. Accordingly, the Applicant is establishing a Governance Council (“GC”), to serve as an advisory body.

.shop will be developed with consumer trust, choice and satisfaction in mind and after the initial 2 years, the Applicant will conduct a survey to analyse the gTLDʹs success in these areas to help further improve the user experience.

To ensure a high level of service the Applicant will further measure:

- Service Availability Targets for the Critical Registry Functions
- The number of abuse incidents and takedowns
- ICANN Compliance
- Rights protection incidents (i.e. UDRP and URS)
- WHOIS data accuracy

The Applicant intends to promote consumer choice by providing the following:

- Highly available and geographically diverse Registrar distribution channel;
- Effective sunrise and trademark services.

Question 18(b)(iv) Provide a complete description of the applicantʹs intended registration policies in support of the goals listed above.

Registration Policies

The purpose and goal of the Applicant’s policies are to ensure competition, fairness, trust and reliability for Registrars, Registrants, the user community, and other stake holders, while maintaining security and stability for the gTLD.

General Policy

Aside from certain start-up mechanisms, all domain names will generally be registered on a first-come, first-served basis. A Trademark Claims service will be offered for the first 90 days of general registration, with the intent of providing clear notice to potential Registrants of the existing rights of trademark owners with registered trademarks in the Trademark Clearinghouse.

Registration Policies

As per ICANN’s requirements, the Applicant will be operating both a Sunrise and Landrush period ahead of general availability for the gTLD.

Governance Council

The Applicant is establishing a the GC, to be comprised of key sector stakeholders that will serve as an advisory body. Each GC will elect its own Board of Directors, which will be responsible for self-governance, the recommendation of sector-specific registration policies,the formulation of guidance on intellectual property and other best practices related to the gTLD.

The Applicant aims to develop an Abuse Prevention and Mitigation Working Group in conjunction with the GC. It will give the Applicant’s team advice on abuse preventions and mitigation and how this may effect registration policies. The group will meet to regularly discuss the latest trends in domain name abuse and the most effective way to prevent and remedy them.

Question 18(b)(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.

Data and Privacy Policies

The Applicant shall comply with all the Data, WHOIS, and Privacy requirements in the Applicant Guidebook required by ICANN. The Applicant will take all possible steps to maintain the security and privacy of information or data that it may collect in connection with the planned function and usage of names domains, and will remain in compliance with all confidentiality and security regulations in relevant jurisdictions. This data will be held by the Applicant in accordance with the Registry Agreement that the Applicant will execute with ICANN.

The Applicant has further ensured that its suppliers also understand that keeping information secure and private is of crucial importance and will take all available steps to maintain the security and privacy of information collected from the Applicants in the Sunrise, Landrush and General Availability Phases.

Question 18(b) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The Applicant plans on making the gTLD the premier gTLD where individuals and organizations can register, build and maintain websites relating to their specific interest area. Thus, communication with the public and development of an outreach campaign are important goals in connection with the gTLD.

During the gTLD evaluation process, the Applicant plans to conduct a two-to-three month communications campaign aimed at reaching sector stakeholders and informing them of the gTLD’s mission and the opportunity to participate in the GC. The communication outreach will include email communications to hundreds of leading sector organizations. It will also be accompanied by the launch of a website for communicating information about the gTLD and allowing interested members of the related sector to express interest in serving on the GC. Other communications efforts, including but not limited to, press releases and social media campaigns may all be initiated to raise further awareness regarding the gTLD.

Shortly after completing the evaluation process and being awarded the gTLD, the Applicant will institute marketing and outreach efforts to inform the public about the new gTLD, its launch schedule, and its intended affinity group. The Applicant will use different outreach and communications methods and venues to get the new gTLD mission and message out to the public, including but not limited to the following: online and print press releases, communications with various media outlets, domain name sector groups, mobile apps and various social media platforms. The GC will be used as a further means of outreach and communication to the Internet community.