gTLD	Full Legal Name	E-mail suffix	Detail
.EXTRASPACE	Extra Space Storage LLC	msn.com	View

Extra Space Storage® Inc. (Extra Space) is a real estate investment trust based in Salt Lake City, Utah with regional offices in California, Connecticut, Florida, Maryland, Massachusetts, New Jersey, New York and Texas. Extra Space Storage is the second largest operator of self-storage in the U.S., and is a national owner, developer, acquirer and operator of professionally managed self-storage properties.
Extra Space Storage is a thirty year old company that has been involved in the self-storage industry since its inception. It is a growth-oriented company creating a new standard in the self-storage industry. Both customers and communities benefit from Extra Space Storageʹs professional approach to storage. Featuring attractive, convenient and secure facilities operated by professional managers, Extra Space Storage seeks to change the association of self-storage as a temporary holding place for rarely-used things to a desirable, safe, and customer-oriented facility perfectly suited for maintaining and accessing valued personal and business possessions.

Extra Space Storage Inc., headquartered in Salt Lake City, Utah, is a fully integrated, self-administered and self-managed real estate investment trust that owns and⁄or operates 870 self-storage properties in 34 states and Washington, D.C. The Companyʹs properties are comprised of approximately 550,000 units and over 59 million square feet of rentable space, offering customers a wide selection of conveniently located and secure storage solutions across the country, including boat storage, RV storage and business storage. The Company is the second largest owner and⁄or operator of self-storage properties in the United States and is the largest self-storage management company in the United States.

The preservation of this brand is of paramount importance to Extra Space in all aspects of its operations, including and especially on the Internet. Operating the brand as a gTLD will likely be an important part of its digital strategy in the future. Extra Space will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short and long-term potential best-in-class use case options to most effectively serve and enhance Extra Space’s online strategy as a leader in the self storage market.

The intended future mission and purpose of the .EXTRASPACE gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Extra Space and its qualified affiliates, for Extra Space customers. Extra Space will be the entity to file this application and bring the .EXTRASPACE gTLD to market.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current round, it is widely anticipated in the brand community that this will become a specialty subset of gTLDs. .EXTRASPACE is intended to be one of those .BRAND gTLDs, with the goal of protecting Extra Space’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services.

Extra Space intends to initially limit registration and use of domain names within the .EXTRASPACE gTLD to Extra Space and its qualified affiliates. This initial limited use will allow Extra Space to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the Template Registry Agreement is intended to exempt Extra Space from its annual Code of Conduct Compliance requirements.

Extra Space currently plans a three-stage rollout for Extra Space’s gTLD(s):

1. Stage One

The initial stage of implementation of the gTLD will involve Extra Space registering a limited number of .EXTRASPACE second-level domain names.

This initial use will provide Extra Space’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .EXTRASPACE gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Extra Space staff to coordinate with the internal and external staff responsible for the application, delegation and setup phases of the .EXTRASPACE gTLD to ensure a proper transition from delegation to full operation.

2. Stage Two

Once all testing has been successfully completed, Extra Space will begin allocating domain names in .EXTRASPACE for more widespread internal corporate use. During this same period of time, Extra Space will begin evaluating strategies to potential migrate traffic away from its existing second-level domain names.

It is in Stage Two that Extra Space will evaluate expanding the operations of the gTLD to permit registration by other registrants such as licensees or other strategic parties. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template registry agreement to ensure compliance with Extra Space’s business model.

3. Stage Three

Depending upon the analysis of the evaluations undertaken in Stage Two, Extra Space may begin to implement the migration of Internet traffic away from Extra Space’s legacy domain names, and toward the Extra Space gTLD. It is in this stage that Extra Space also may implement its decision to extend registration rights to licensees or strategic parties, depending upon compliance with Specification 9 as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Extra Space’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Extra Space will have full control over the number of registrations in the .EXTRASPACE gTLD namespace, Extra Space is confident that the number of domain name registrations will be less than 3,000 in the first five years of operation.

Based on its experience to the end of Year 5, and based on its experience with any expansion implemented in Stage Three, Extra Space will assess whether its business plan and any future expansion strategy. It is anticipated by Extra Space that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .EXTRASPACE gTLD by these or other business segments will also be driven by Extra Space’s future business strategies as identified in its annual report and investor filings.

gTLD	Full Legal Name	E-mail suffix	Detail
.CAPITALONE	Capital One Financial Corporation	fairwindspartners.com	View

18.1 MISSION AND PURPOSE OF .CAPITALONE

Capital One Financial Corporation (“Capital One”) is headquartered in McLean, Virginia, and is a Fortune 500 company with commercial operations in the United States, Canada, and the United Kingdom. Richard D. Fairbank, the founder, Chairman, and Chief Executive Officer of Capital One, founded the company in 1988 in the belief that the power of information, technology, and great people could be combined to bring highly customized financial products directly to consumers. Today, Capital One is one of the top-ten largest banks based on deposits from its over 40 million customer accounts, with over 1,000 branch locations in New York, New Jersey, Texas, Louisiana, Maryland, Virginia, and the District of Columbia.

The intended future mission and purpose of the .CAPITALONE gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Capital One and its qualified subsidiaries and affiliates for businesses and consumers that use Capital One’s broad range of financial products and services. However, Capital One is primarily filing this application in ICANN’s first round for defensive reasons, given the uncertainty regarding the timing of a second round. Capital One will likely conduct an analysis of other .BRAND gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to more effectively serve and enhance Capital One’s online strategy. It is intended that this analysis will help Capital One evaluate the potential for this gTLD to become an important building block in the establishment of a unified digital strategy.

Capital One has three business segments, identified as: Credit Card, Consumer Banking, and Commercial Banking. The potential future use of the .CAPITALONE gTLD by these or other business segments will also be driven by Capital One’s business strategies, as identified in its annual report and investor filings, see http:⁄⁄phx.corporate-ir.net⁄phoenix.zhtml?c=70667&p=irol-reportsannual.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of new gTLDs. The .CAPITALONE gTLD is planned as a branded gTLD, with the potential goals of protecting Capital One’s online presence and identity; expanding its marketing and promotion efforts; providing a secure channel for online products and services; and offering a platform to consolidate many of the online intellectual property activities of Capital One.

Capital One intends to initially limit registration and use of domain names within the .CAPITALONE gTLD to Capital One and its qualified subsidiaries and affiliates. This initial limited use will allow Capital One to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt Capital One from its annual Code of Conduct Compliance requirements.

After the fifth year operation Capital One will evaluate whether opportunities exist to carry out the business strategy for the .CAPITALONE gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Capital One and its qualified subsidiaries and affiliates.

The current best thinking involves a four-stage rollout:

Stage 1
The initial stage of implementation of the gTLD will involve Capital One registering a limited number of second-level domain names. This will provide Capital One’s information technology and security personnel with the time to run a number of tests to ensure seamless and secure access to .CAPITALONE domain names, as well as interoperability with various software and Web-based applications. This initial allocation will also allow the appropriate Capital One staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .CAPITALONE gTLD to ensure a proper transition from delegation to full operation.

Stage 2
Once the appropriate security and stability issues have been satisfactorily addressed, Capital One plans to begin allocating a limited number of domain names for internal corporate use. During this period of time, Capital One may also evaluate strategies to potentially migrate Internet traffic away from its current gTLD and ccTLD domain name registrations.

It is in Stage 2 that Capital One will evaluate expanding the operations of the gTLD to permit registration by other registrants, such as licensees and⁄or strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage 3. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Capital One’s business model.

Stage 3
Depending on the analysis of the evaluations undertaken in Stage 2, Capital One may begin to implement the permanent migration of Internet traffic away from the TLDs in which Capital One’s domain names are currently registered, and toward the .CAPITALONE gTLD. It is in this stage that Capital One also may implement its decision to extend registration rights to licensees or strategic parties, depending upon compliance with Specification 9, as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

Based on the company’s analysis of its existing domain name portfolio and its planned use strategy, coupled with the fact that it will have full control over the number of registrations in the .CAPITALONE gTLD namespace, Capital One’s business plan contemplates domain name registrations totaling well under 10,000 in the first five years of the .CAPITALONE gTLD’s operation.

Stage 4
Based on its experience with any expansion implemented in Stage 3, Capital One will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, including potential customers of Capital One. It is anticipated by Capital One that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .CAPITALONE gTLD by Capital One and its business segments will also be driven by Capital One’s future business strategies as identified in its annual report and investor filings, see http:⁄⁄phx.corporate-ir.net⁄phoenix.zhtml?c=70667&p=irol-reportsannual.