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

Prototypical answer:

gTLDFull Legal NameE-mail suffixDetail
.BaiduBaidu, Inc.baidu.comView

The mission and purpose of .BAIDU Generic Top-Level Domain represents Baidu, Inc.’s (BAIDU) continuous and proactive effort on international trademark protection in the Internet domain name system. The submitted application materials shall be in compliance ICANN New gTLD Program as well as international best current practice on trademark protection in gTLD name space. BAIDU plans to make every possible attempt to ensure its brand recognition, reputation, and user experience at the Internet Top-Level. Based on further research and findings in domestic and international marketplace, there could be other areas and goals that BAIDU may identify prior to or upon launching the TLD registry.

.BAIDU represents the ultimate brand value and core business competency of Baidu, Inc. It is considered to be critically important to BAIDU’s existing and future businesses. The following selected trademarks ⁄ word marks has been part of the BAIDU’s intangible asset and under its management.

Country⁄Region | Tradmark | Serial # | Reg. Validity

Hong Kong Baidu 300917136 2007.7.20-2017.7.19

Hong Kong Baidu 300917136 2007.7.20-2017.7.19

Hong Kong Baidu 300917136 2007.7.20-2017.7.19

U.S.A. Baidu 3702200 2009.10.27--2019.10.26

U.S.A. Baidu 3702199 2009.10.27--2019.10.26

U.S.A. Baidu 3696392 2009.10.13--2019.10.12

Taiwan Baidu 1474938 2010-10-14;2021-9-15

Taiwan Baidu 1475104 2010-10-14;2021-9-15

China baidu 5916523 2010.2.14-2020.2.13

China baidu 5916520 2010.3.28-2020.3.27

China baidu 5916622 2010.6.7-2020.6.6

China baidu 5916526 2010-7-28 - 2020-7-27

About Baidu, Inc.
Baidu was founded in 2000 by Internet pioneer Robin Li, creator of visionary search technology Hyperlink Analysis, with the mission of providing the best way for people to find what they’re looking for online.

Baidu’s name was inspired by a poem written more than 800 years ago during the Song Dynasty. ʺ…hundreds and thousands of times, for her I searched in chaos, suddenly, I turned by chance, to where the lights were waning, and there she stood.ʺ Baidu, whose literal meaning is “hundreds of times”, represents a persistent search for the ideal.

Baidu provides their users with many channels to find and share information. In addition to their core web search product, they power many popular community-based products, such as Baidu PostBar, the world’s first and largest Chinese-language query-based searchable online community platform, Baidu Knows, the world’s largest Chinese-language interactive knowledge-sharing platform, and Baidu Encyclopedia, the world’s largest user-generated Chinese-language encyclopedia, to name but a few. Beyond these marquee products they also offer dozens of helpful vertical search-based products, such as Maps, Image Search, Video Search, News Search, and many more.

Baidu also serves as a media platform for online marketing customers which is mainly based on a performance-oriented marketing platform for businesses to cost effectively reach relevant Internet users through both Baidu organic websites and their affiliated websites (their Union business). The majority of their revenue is derived from performance-based online marketing services and their customers pay on a cost per click basis – that is, their customers only pay when their paid-link is clicked through and they get the “lead”.

With the world’s largest Internet user population – 477 million as of mid-2011 , China’s internet is growing in both influence and sophistication. And as more and more Chinese come online, Baidu continues to innovate to meet their increasingly diverse tastes and look forward to a robust future.

All available second-level strings of .BAIDU (e.g. example .BAIDU) will be initially allocated only to limited number of eligible registrants and for internal corporate business purposes. BAIDU plans to adopt this approach and expects to maintain it for 3 years from the launch of the “.BAIDU” registry service. Such approach will be regularly evaluated and adjusted if appropriate and necessary. Depending a various internal and external factors, including market demand and user expectation, BAIDU may consider a phased roll-out approach for a broader commercial marketplace but will do so after the conclusion of the initial 3-year period. This defensive and conservative approach shall meet the purpose of trademark protection, minimize potential technological, marketing and operational risks, and allow ample time for BAIDU’s management to evaluate best possible and long-term strategy of utilizing .BAIDU TLD prominently.

BAIDU is also analyzing the definition of “eligible registrants” and the potential use case options on the type of domain name that is permitted for registration and by whom. To the best of BAIDU’s knowledge as a registry operator, the eligible registrants may include the following:
-- a subsidiary or branch company
-- an official or frequently-used name of the department or business unit
-- a channel, service, product, event, or campaign
-- a member of Board, Staff, affiliated person, partner or collaborator
-- Other entity, sub-group, or personnel to be further defined

The eligible registrant is authorized to be a user or administrator of a .BAIDU second level domain. Subject to operational requirement and other business factors, the eligible registrant should be able to register one or multiple .BAIDU domain names. Specific roles and responsibilities of a registrant will be defined prior to the launch of the .BAIDU TLD. BAIDU will ensure that its registrants are provided with clear guidance on registration policy, and the registry services are offered in a safe and trusted environment.

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gTLDFull Legal NameE-mail suffixzDetail