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
.GROCERY	Safeway Inc.	fairwindspartners.com	View

18.1 Mission and Purpose of .GROCERY

Safeway Inc. (“Safeway”) is one of the largest food and drug retailers in North America. As of December 31, 2011, the company operated 1,678 stores in the United States and in western Canada. In support of its stores, Safeway has an extensive network of distribution, manufacturing, and food processing facilities. Safeway owns and operates GroceryWorks.com, LLC, an Internet grocer doing business under the names Safeway.com and Vons.com. Through its subsidiary, Blackhawk Network Holdings, Inc., Safeway provides third-party gift cards, prepaid cards, telecom cards, and sports and entertainment cards to retailers in North America, Europe, Australia, and Japan. Safeway also holds a 49% interest in Casa Ley, S.A. de C.V., a food and general merchandise retailer with 185 stores in western Mexico. Safeway content is accessible in multiple TLDs, including the .BIZ, .COM, .INFO, .NET, and .ORG gTLDs, and the .CA, .CO.UK, and .US ccTLDs.

Safeway will analyze and evaluate other gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to more effectively service and enhance its online strategy. Safewayʹs current operating strategy is to provide outstanding value to consumers by offering a unique shopping experience in its stores and online, with a wide selection of high quality products at low, everyday prices and attractive Club Card specials. Safeway is also taking a brand management approach to building high quality proprietary Consumer brands with significant innovation and new product development work.

The intended future mission and purpose of the .GROCERY gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Safeway and its qualified subsidiaries and affiliates for consumers. Safeway will be the entity to bring the .GROCERY gTLD to market and is also applying for .SAFEWAY, .VONS, and .JUSTFORU (Safeway Family of gTLDs).

The .GROCERY gTLD is planned as a restricted-registrant gTLD, with the goals of protecting Safewayʹs online presence and identity, expanding its marketing and promotional efforts, providing a secure channel for products and information online, and offering a platform on which to consolidate many of the intellectual property activities of Safeway.

Safeway intends to initially limit registration and use of domain names within the .GROCERY gTLD to Safeway and its qualified subsidiaries and affiliates. This will allow Safeway 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 Safeway from its annual Code of Conduct Compliance requirements. Safeway may also evaluate whether opportunities exist to carry out a new business strategy for the .GROCERY gTLD that would both ensure continued sustainable operation of the registry, and expand it through fee-based registrations to parties other than Safeway and its qualified subsidiaries and affiliates.

Safeway currently plans a four-stage rollout for the .GROCERY gTLD. The dates of these stages are subject to change depending upon a range of business, strategic, and industry factors.

1) Stage 1

During the initial stage of implementation of the .GROCERY gTLD, Safeway will register a limited number of second-level domain names and, potentially, use .GROCERY domain names to redirect to Safeway content in the .COM TLD.

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

2) Stage 2

Once all testing has been successfully completed, Safeway will begin allocating domain names in .GROCERY for more widespread internal use. Safeway will also begin evaluating strategies to potentially migrate traffic away from its current network of second-level domain names, which are registered in a variety of TLDs, to the new Safeway Family of gTLDs.

During Stage 2, Safeway will evaluate expanding the operations of the gTLD to other registrants, such as licensees and strategic partners. Should this lead to a decision to extend registration rights to other parties, the expansion would take place during Stage Three. However, any expansion would be conditional upon a review of Specification 9 (Registry Code of Conduct), as set forth in the template Registry Agreement, to ensure compliance with Safewayʹs business model.

3) Stage 3

Depending upon the analysis of the evaluations undertaken in Stage 2, Safeway may begin to implement the permanent migration of Internet traffic away from the TLDs in which Safewayʹs domain names are currently registered, to the new Safeway Family of gTLDs. Safeway may also implement its decision to extend registration rights to a wider class of registrants, such as licensees and strategic partners, depending upon compliance with Specification 9, as noted above.

After consideration of the following factors: analysis of Safewayʹs existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Safeway will have full control over the number of registrations in the .GROCERY gTLD namespace, Safeway is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

4) Stage 4

Based on its experience with any expansion implemented in Stage 3, Safeway will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a wider class of registrants, such as Safeway customers. Safeway anticipates that changes to the domain name industry, particularly the impact of new gTLDs, will take at least five years to be realized and assessed. Any decision to expand the .GROCERY gTLD beyond use by Safeway and its qualified subsidiaries and affiliates will take into account this experience as well as the technical analysis of potential expansion.

If Safeway were to approve an expanded use of the .GROCERY namespace after the fifth year, Safeway would implement a throttle mechanism to ensure that this expansion would be controlled and responsible.

Specifically, under the throttle mechanism, Safeway would cease registration of domain names if and when Safeway reaches 90 percent of the annual 50,000-domain name transaction limit currently provided for in the template Registry Agreement. Safeway believes that it is prudent to incorporate this “time-out” into the business plan in order to reevaluate potential future growth and the necessary resources to ensure that this growth does not negatively impact the secure and stable operation of the .GROCERY namespace when approaching the 50,000-domain name transaction threshold. This proposed “time-out” mechanism is described in greater detail in the responses to the financial questions (Question 45-50).

The potential use of the .GROCERY gTLD by Safeway will also be driven by Safewayʹs future business strategies as identified in its annual report and investor filings, see http:⁄⁄www.safeway.com⁄ShopStores⁄Investors.page#iframetop.

Utilizing current projections based upon Safewayʹs existing businesses, future business plans, current domain name portfolio, and other strategic factors, Safeway estimates that second-level domain name registrations will be in line with the projections set forth in the financial template provided in response to Question 46 of this application.