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

gTLDFull Legal NameE-mail suffixDetail
.EXTRASPACEExtra Space Storage LLCmsn.comView
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.
gTLDFull Legal NameE-mail suffixDetail
.AUTOINSURANCEAllstate Fire and Casualty Insurance Companyfairwindspartners.comView
18.1 Mission and Purpose of .AUTOINSURANCE

The content of this Answer to Question 18 set forth below describing the plans for Allstate Fire & Casualty Insurance Company’s (“AFCIC”) registry constitutes the “purpose” of the registry as that term is used in Paragraph 1.b. of Specification 9 of the Draft New gTLD Registry Agreement found in Module 5 of the Applicant Guidebook dated January 11, 2012 (“the Purpose”). AFCIC will publish its Charter and its policies, guidelines, and other supporting documentation related to the implementation of the registry consistent with the Purpose, all prior to launch. All second-level domain names registered by AFCIC on behalf of itself or an affiliate will be registered through an ICANN-accredited registrar and will be consistent with the Purpose.

The .AUTOINSURANCE gTLD registry will be a standard, not a community-based, registry. The .AUTOINSURANCE gTLD registry will be a standard registry restricted to AFCIC and its qualified subsidiaries, affiliates, business partners, or others having the Required Agreement. The registry will be closed to registrants who do not have a formal, written agreement from AFCIC or an affiliate of AFCIC, specifically allowing the registration of a second-level domain name in the .AUTOINSURANCE gTLD registry (the “Required Agreement”). There will be no market for second-level registrations outside of registrants that are affiliated with AFCIC and⁄or that have the Required Agreement.

The Allstate Corporation and their affiliated companies (collectively, “the Allstate Family” or “Allstate”) comprise a leading insurance group that provides insurance products for autos, apartments, homes, recreational vehicles, motorcycles, boats, personal property, lives and businesses across the country (http:⁄⁄www.allstate.com⁄about.aspx). Allstate is the largest publicly held personal lines property and casualty insurance group in America with 12,000 agents and operations in numerous States and provinces throughout the United States, Canada and in the UK. Affiliates of Allstate include, but are not limited to, Esurance and Answer Financial.

The intended future mission of the .AUTOINSURANCE gTLD is to serve as a trusted, hierarchical, and intuitive namespace, provided by AFCIC for Allstate and potentially its qualified subsidiaries affiliates , business partners and others having the Required Agreement, as well as for Allstate customers and Internet users in general.

AFCIC has analyzed potential use case options for the type of domain names that will be permitted to be registered and by whom. AFCIC is leveraging Allstate’s experience of bringing critical auto insurance-related information, products, and services to its policyholders in a safer and more trusted environment through a diverse range of media outlets as well as brick-and-mortar agency offices.

The current best thinking involves a business model in which certain generic and geographic domain names would initially be reserved for⁄allocated to Allstate, and potentially its qualified subsidiaries and affiliates, including Allstate agents. This initial limited use will allow Allstate to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the new gTLD Registry Agreement, is intended to exempt AFCIC from any annual Code of Conduct Compliance requirements.

AFCIC currently plans a three-stage rollout for the .AUTOINSURANCE gTLD:

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

2. Stage Two
Once all testing has been successfully completed, AFCIC may begin allocating domain names in .AUTOINSURANCE for more widespread corporate use. During this same period of time, AFCIC will begin evaluating strategies to potentially migrate traffic away from Allstate’s current patchwork network of second-level domain names, which are registered in a variety of gTLDs, to .AUTOINSURANCE.

It is in Stage Two that AFCIC will evaluate expanding the operations of the .AUTOINSURANCE gTLD to permit registration by third parties such as licensees or other strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other business partners having the Required Agreement, this expansion is currently planned to take place during Stage Three, and likely after the first three years of operation.

However, any expansion would be consistent with the Purpose and conditioned upon a review of Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with AFCIC’s business model.

3. Stage Three
Depending upon the analysis of the evaluations undertaken in Stage Two, AFCIC may begin to implement the permanent migration of Internet traffic away from the gTLDs in which Allstate’s domain names are currently registered, and toward the new gTLD. It is in this stage that AFCIC also may implement its decision to extend registration rights to third parties such as licensees or other strategic partners having the Required Agreement, consistent with the Purpose and in 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 Allstate’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that AFCIC will have full control over the number of registrations in the .AUTOINSURANCE gTLD namespace, AFCIC is confident that while the number of domain name registrations will exceed 10,000 in the first year, registrations will not exceed 100,000 at the end of Year 5.

Based on its experience to the end of Year 5, and based on its experience with any expansion implemented in Stage Three, AFCIC will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees and other third parties, such as customers of Allstate. It is anticipated by Allstate that changes to the domain name industry, and particularly the impact of the new gTLDs, will take at least five years to be realized and assessed. Any decision to allow registrations by such parties will take into account this experience as well as the technical analysis of potential expansion and Allstate’s future business strategies, which in part are identified in the relevant annual report and investor filings, see http:⁄⁄www.allstateinvestors.com⁄.

Utilizing current projections based upon Allstate’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, AFCIC estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in the response to Question 46.