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

Prototypical answer:

Question 18: Mission⁄purpose of .世界TLD

(a)Describe the mission⁄purpose of your proposed gTLD.

Stable Tone Limited is applying to become an ICANN accredited Top Level Domain (TLD) registry for the .世界TLD (.shijie). The .世界TLD is intended to benefit the Chinese-speaking internet users by providing a designated and focused namespace for individuals, entities and businesses to communicate online entirely in their own language – indeed entirely in their own world. The Chinese letters .世界approximiately translate to ‘world’, ‘globe’ or ‘universe’ in English, with meaning of world, universe, globe, space, cosmos, life, atmosphere, realm, system, existence, nature, entity, humankind, business, etc. It is pronounced roughly “She-jee-ay”. The Company intends for .世界 names to be registered and used by anyone interested to communicate online in Chinese language.

The .世界TLD is targeted primarily at potential registrants and Internet users in Mainland China, therefore most of the registrations will be in the Chinese language and Simplified Chinese characters. The Company will allow English language second level registrations, though these are seen to constitute a minority of the domains under management (DUM). The Company will enable registration of secondary level Chinese IDN names in .世界TLD and English language ASCII names, by individuals as well as businesses targeting the Chinese language Internet user. The target market is any individual, entity or business with a desire to reach the Chinese speaking market, mostly in Mainland China. Second level domain names in this TLD will be available through the registrar channel, and will be priced competitively with current gTLD and ccTLD alternatives.


The .世界 TLD will be a ubiquitous Internet space, under control of the Company, to allow the distribution and exchange of information, products and services by means of, but not limited to, websites, social networks, email and other technologies that will reside within the .世界 domain name space. In addition, ancillary services may be provided in relation to registration of domains within the TLD including, but not limited to, website hosting, SEO, marketing and consulting services. Stable Tone will distinguish .世界 from other spaces which are more narrowly focused, and which are not in Chinese language.

The Chinese internet users have increased in dramatic numbers, from 22.5M in 2000 to 513.1M in 2012 (http:⁄⁄www.internetworldstats.com⁄top20.htm & http:⁄⁄www.cnnic.net.cn⁄en⁄index⁄0O⁄index.htm). Yet there are only 11.21M domain names and only 2.79M websites to address any and all types of content (http:⁄⁄www.cnnic.net.cn⁄en⁄index⁄0O⁄index.htm). CNNIC has recently announced policies to expand the use of Chinese IDNs. The Company sees this as an encouraging sign that the Chinese IDN market is a growing opportunity.


The Company was founded by Jason Du, who serves as CEO and Chairman. Mr. Du has more than 14 years of technical and managerial experience in Internet businesses. He is joined by a distinguished set of executives with proven track records of establishing successful Internet businesses both in China and in the USA.

Given Jason Du’s respective track records, establishing several successful new Internet businesses, Stable Tone is confident that it will provide beneficial services for Chinese speaking internet users and the businesses and persons wishing to interact online with them.

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