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

gTLDFull Legal NameE-mail suffixDetail
.mcdonaldsMcDonald’s Corporationus.mcd.comView
18(B)I. WHAT IS THE GOAL OF YOUR PROPOSED gTLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION?

The key goals of the proposed new .mcdonalds gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. McDonald’s also seeks to foster its online reputation and provide an authoritative internet space through which McDonald’s can communicate with its customers directly and effectively. The ability to create second level domain names on demand related to specific marketing and specialty product development supports these goals.


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 anticipated that the .mcdonalds gTLD will make positive contributions to the internet community through:

DIFFERENTIATION:
The .mcdonalds gTLD will simplify how internet users interact with McDonald’s by providing a distinctive domain space with simple navigation and easy access to information. Internet users will be able to directly navigate to the .mcdonalds gTLD site, saving time searching for an official site. By maintaining complete control over the domain names registered under the .mcdonalds domain space, Internet users will be able to rely on the authoritativeness of the domain names under .mcdonalds.

COMPETITION:
The differentiation of .mcdonalds gTLD as a trusted site for McDonald’s will drive TLD registry operators to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under .mcdonalds domain space. As a result, .mcdonalds will have a beneficial effect to enable increased competition. Therefore, the benefits of the proposed .mcdonalds will be distributed not only to its direct customers, but to the community at large encouraging improved services in the market place.

INNOVATION:
With the global expansion of the internet community, the existing TLD structure presents limitations to businesses establishing a coherent global online brand presence to meet their business needs. It is often difficult to register a domain name in the existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as McDonald’s who work across many different geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of the desired name from a third party. Through the .mcdonalds registry, McDonald’s will have the ability to create domain names including the use of geographic names and potentially IDNs on demand which are locally relevant to its customer base and innovative new products. McDonald’s will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system.


18(B)III. WHAT GOALS DOES YOUR PROPOSED gTLD HAVE IN TERMS OF USER EXPERIENCE?

The .mcdonalds gTLD will provide a positive user experience, which meets the needs of the global internet community. McDonald’s will maintain control over the registration and use of second level domain names and will ensure that the new gTLD will only be used for purposes authorised by McDonald’s. Therefore .mcdonalds will:

- provide an easy and intuitive reference and access point for internet users;
- represent authenticity thus promoting user confidence;
- direct internet users to locally relevant information and products;
- use appropriate geographic names to connect with internet users in the relevant regions ;
- potentially use IDNs to enable customers to interact in their native language;
- enhance security and minimise security risks by implementing necessary technical and policy measures;
- strengthen brand reputation and user confidence by eliminating user confusion; and
- prevent potential abuses in the registration process reducing overall costs to businesses and users.


18(B)IV. PROVIDE A COMPLETE DESCRIPTION OF THE APPLICANTʹS INTENDED REGISTRATION POLICIES IN SUPPORT OF THE GOALS LISTED ABOVE

The proposed registration policy is attached in response to Question 28.

Only the McDonald’s system will be eligible to register domain names in .mcdonalds. The domain name registration processes will address the requirements mandated by ICANN and will comply with all policy, operational and technical requirements and will adhere to applicable measures to protect customer trust and the stability of the internet.


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.

McDonald’s is committed to protection of personally identifiable and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Personally identifiable and confidential information will be protected in accordance with all applicable US State and Federal laws and regulations relating to internet security, privacy and user’s confidential information, as interpreted and applied, including the Privacy Act 1974 (US). McDonald’s also complies with all applicable data protection laws and regulations in each individual country in which it operates.

As the .mcdonalds gTLD will only be available to the McDonald’s system, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. McDonald’s will provide a publicly available and searchable WHOIS look up facility in accordance with Specification 4 of the Registry Agreement. To prevent misuse of the WHOIS functionality, McDonald’s will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising.


18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.

McDonald’s currently intends to include the proposed new gTLD in certain advertising communications to drive consumers to the new branded URLs as appropriate for each country or campaign. This may also result in recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity.
gTLDFull Legal NameE-mail suffixDetail
.lindeLinde Aktiengesellschaftlinde.comView
18(B)I. WHAT IS THE GOAL OF YOUR PROPOSED gTLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION?


The key goals of the proposed new gTLD in line with ICANN’s Affirmation of Commitments are:

1. to promote consumer trust and reduce the risk of malicious abuse. Linde will have control over the registration and use of domain names under .linde domain space, which will provide internet users with confidence in a domain name under that domain space. As a leading global industrial gases and engineering company, maintaining uncompromised reputation in its online presence is critical for Linde. The use of .linde at the top level will differentiate it from the range of names registered at the second level of existing TLDs that match the names of engineering firms. These names can be registered for other services, and are also subject to the registration of minor misspellings of the brand for phishing and other malicious purposes;

2. to promote competition among participants in the engineering industry at the gTLD level, as well as existing TLD registry operators that do not implement mechanisms to build consumer trust; and

3. to promote consumer choice and innovation by its ability to implement user-driven improvements from feedback and discussion.


Linde anticipates to maximise the advantages of a restricted gTLD in fostering its online reputation and corporate identity. The .linde gTLD will also assist its marketing and specialty service⁄product development through the ability to create second or third level domain names on demand for relevant marketing campaigns or events. The proposed new gTLD is anticipated to provide service levels, functionalities and security measures tailored for its effective interaction with its own customers while fostering creativity and innovation. Strengthened security measures, service level improvements and reputation will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .linde gTLD will be distributed not only to its direct customers, but to the internet community at large.



18(B)II. WHAT DO YOU ANTICIPATE YOUR PROPOSED gTLD WILL ADD TO THE CURRENT SPACE, IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION?


DIFFERENTIATION (INCREASED TRUST):

The .linde gTLD will simplfy how internet users interact with Linde by providing a distinctive domain space. Internet users will be able to directly navigate to the .linde gTLD, saving time and resources searching for an official site.
The current domain name system has shown that it is vulnerable to malicious abuse due to registration of domain names which seek to exploit consumer confusion. Linde can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .linde domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .linde domain space, which will differentiate interaction between internet users and Linde.


COMPETITION:

The differentiation of .linde gTLD as a trusted site for Linde will drive existing and new TLD registry operators to make improvements in mechanisms to increase consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under the .linde domain space. As a result, .linde will have flow on effects to enable increased competition. Therefore, he benefits of the .linde will be distributed not only to its direct customers, but to the internet community at large, forcing improved services and competitive pricing in the market place.


INNOVATION:

With the expansion of the internet community to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also pose a potential limitation to businesses and organisations in establishing a coherent global online brand presence. It is often difficult to register a relevant and desired domain name in existing domain space due to unavailability of the desired name. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party. As a restricted gTLD with an ability to effectively create second or third level domain names on demand, Linde will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system in terms of consumer choice.



18(B)III. WHAT GOALS DOES YOUR PROPOSED gTLD HAVE IN TERMS OF USER EXPERIENCE?


CURRENT CHALLENGES:

Today, internet users experience difficulty in locating legitimate business on the internet due to user confusion. This confusion stems from both malicious registrants as well as by legitimate businesses. Businesses evolve over time and some businesses (including trademark or service mark holders) have difficulties registering their business name as a domain name due to unavailability of desired domain names in the existing internet space.


POSITIVE USER EXPERIENCE:

The proposed new gTLD is anticipated to provide positive user experience, which meet the changing and growing needs of the global internet community. Linde will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by Linde. Therefore, .linde gTLD will:

- provide an easy and intuitive reference and access point for internet users;

- represent authenticity thus promoting user confidence;

- direct internet users to relevant information in a timely manner by creating domain names on demand;

- use IDNs to enable customers to interact directly in their native languages;

- use geographic names to localise its website to connect with users in the relevant regions, and to comply with local laws;

- enhance security and minimise security risks by implementing necessary technical and policy measures;

- strengthen brand reputation and user confidence by eliminating user confusion; and

- prevent potential abuses in the registration process reducing overall costs to businesses and users.


Further, it is also intended to address the concerns with the current domain name system, which is open to potential malicious abuse and user confusion in the registration processes. Although, the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .linde gTLD is anticipated to prevent any potential abuses in the registration processes thus reducing overall costs to internet users.

Elimination of user confusion and potential for malicious abuse will strengthen user confidence in the domain name system, which will ultimately contribute towards promoting ICANN’s core values in benefiting the public interest.



18(B)IV. PROVIDE A COMPLETE DESCRIPTION OF THE APPLICANTʹS INTENDED REGISTRATION POLICIES IN SUPPORT OF THE GOALS LISTED ABOVE.

The proposed registration policy is attached in response to Question28.

As a restricted gTLD, registrations for domain names will only be available to affiliate entities of Linde in support of its mission and purpose.

In addition, the domain name registration processes in the proposed new gTLD will address the requirements as mandated by ICANN, including but not limited to rights abuse prevention measures such as the use of the Trademark Clearinghouse.



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.

Linde is committed to protection of privacy and confidential information in accordance with its mission and purpose of the proposed new gTLD fostering increased consumer trust through providing a safe and legitimate internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user’s confidential information.

Linde has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. Privacy is of fundamental concern to Linde’s customers, and as such Linde has a strong interest in ensuring a high level of privacy protection for its customers.

As the .linde gTLD will only available to affiliate entities of Linde, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. Linde will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status and registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, Linde will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

Linde will deploy Domain Name System Security Extensions (DNSSEC), which is intended to benefit both Linde and its users interacting with Linde online. DNSSEC provides additional security by validating information in the transmission, therefore it is intended to benefit both those who publish information in the Domain Names System (DS) and the users who retrieve information from the new .linde gTLD. Linde already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access, including security procedures regarding collection, storage and disclosure of personal information.

Linde will continue to apply all security measures currently implemented and will comply with all other policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .linde domain space.



18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.

The proposed new gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity. During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. However, over time, it is foreseen that communication to the internet community of the existence of the proposed new gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.