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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
.XFINITYComcast IP Holdings I, LLCfairwindspartners.comView
18.1 Mission and Purpose of .XFINITY

18.1.1 Comcast Corporation

Comcast Corporation (“Comcast”) is a leading provider of video, high-speed Internet, and phone services to residential and business customers in the United States. As of December 31, 2010, Comcast cable systems served approximately 22.8 million video customers, 17.0 million high-speed Internet customers and 8.6 million phone customers and passed over 51 million homes and businesses in 39 states and the District of Columbia.

18.1.2 XFINITY

In 2010, Comcast launched XFINITY TV, its authenticated, On Demand online service. XFINITY TV offers online access to 150,000 entertainment choices, including movies, TV shows, premium and HD content, and a compelling search and discovery platform. All of Comcast’s digital video customers have access to XFINITY TV for no extra cost, making it a tremendous value-added service.

Comcast also launched the XFINITY TV app on iPads, iPhones and Android-based devices. The app now combines the functionality of a remote, a TV guide and a mobile video player, with a Play Now streaming feature that today gives customers access to nearly 4,500 hours of movies and TV shows. The iPad app alone has been downloaded more than 1.3 million times since it launched in mid-November 2010. Comcast is in the process of expanding its capabilities to include live TV programming and other features.

18.1.3 Mission and Purpose

Through a unified corporate approach, Comcast intends to submit two gTLD applications for the strings .COMCAST and .XFINITY. Comcast IP Holdings I, LLC, (“Comcast IP”) a wholly owned subsidiary of Comcast, will be the entity to file this application and bring the .XFINITY gTLD to market.

The intended mission and purpose of the .XFINITY gTLD is to serve as a trusted and intuitive namespace for the benefit of Comcast and its qualified subsidiaries’ and affiliates’ customers and other Internet users, that will deepen and broaden these entities’ relationships with those audiences.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current gTLD application round, it is widely anticipated in the brand-owner community that this will become a specialty subset of the gTLDs. The .XFINITY gTLD is intended to be one of those .BRAND gTLDs, with the goal of protecting Comcast’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services, and offering a platform through which to consolidate many of the intellectual property activities of Comcast.

Comcast IP intends to initially limit registration and use of domain names within the .XFINITY gTLD to Comcast and its qualified subsidiaries and affiliates. This initial limited use will allow Comcast IP to establish .XFINITYʹs 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 Comcast IP from its annual Code of Conduct Compliance requirements.

After the initial stages of operation, Comcast IP will evaluate whether opportunities exist to carry out the business strategy for the gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Comcast and its qualified subsidiaries and affiliates.

Comcast IP currently plans a four-stage rollout for the .XFINITY gTLD:

Stage 1

The initial stage of implementation of the gTLD will involve Comcast registering a limited number of .XFINITY second-level domain names. This initial use will provide Comcast’s DNS Engineering personnel the time to run a number of tests to ensure seamless and secure access using the .XFINITY 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 Comcast staff to coordinate with the internal and external staff responsible for the application, delegation, and setup phases of the .XFINITY gTLD to ensure a proper transition from delegation to full operation.

Stage 2

Once all testing has been successfully completed, Comcast IP will begin allocating domain names in the .XFINITY gTLD for more widespread corporate use. During this same time period, Comcast will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to Comcast IP’s new gTLDs, .COMCAST and .XFINITY.

It is in Stage 2 that Comcast will evaluate expanding the operations of the .XFINITY gTLD to permit registration by other registrants, such as select licensees 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 in Stage 3. However, any expansion would be conditioned upon a review of Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Comcast IP’s business model.

Stage 3

Depending on the analysis of the evaluations undertaken in Stage 2, Comcast may implement the permanent migration of Internet traffic away from the TLDs in which Comcast’s domain names are currently registered, and toward the new Comcast IP gTLDs, .COMCAST and .XFINITY. It is in this stage that Comcast IP also may implement Comcast’s 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 Comcast’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Comcast will have full control over the number of registrations in the .XFINITY gTLD namespace, Comcast IP is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

Stage 4

Based on their experiences with any expansion implemented in Stage 3, Comcast IP and Comcast will assess whether their business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, including potential customers of Comcast. It is anticipated by Comcast 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⁄affiliate, and licensee⁄partner use will take into account this experience as well as the technical analysis of potential expansion.

Notwithstanding this potential future expanded use of the .XFINITY name space beginning in the sixth year of operation, Comcast IP currently anticipates implementing a throttle mechanism to ensure that any proposed expansion is controlled and responsible. This proposed “time-out” mechanism is described in greater detail in the responses to Questions 45-50 of this application.

Comcast intends to use the .XFINITY gTLD in ways that are consistent with the business strategies of these or its other business segments as identified in its annual report and investor filings, see http:⁄⁄www.cmcsa.com⁄.