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
.GRAINGER	Grainger Registry Services, LLC	fairwindspartners.com	View

Mission and Purpose of .GRAINGER

The content of this Answer to Question 18 set forth below which describes the plans for Applicant’s 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”). Applicant 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 Grainger and its qualified subsidiaries and affiliates will be registered through an ICANN-accredited registrar and will be consistent with the Purpose.

The applied-for gTLD registry will be a standard, not a community-based, registry. The applied-for gTLD registry will be a standard registry open only to Applicant and its subsidiaries and affiliates or business partners. For the avoidance of doubt, the applied-for gTLD registry will be closed to registrants that do not have a formal, written trademark license agreement from Applicant specifically allowing the registration of a second-level domain name in the applied-for gTLD registry (the “Required License”). The applied-for gTLD registry will not be a community-based registry and there will be no market for second-level registrations outside of registrants that are affiliated with Applicant and⁄or that have the Required License.

W.W. Grainger, Inc. (“Grainger”) is a leader in the distribution of maintenance, repair, and operating (“MRO”) supplies and related information to the commercial, industrial, contractor, and institutional markets in North America. Grainger, in 2011, had net sales of nearly $8.1 billion, and operates over 700 branches across the globe. Grainger’s products can be purchased worldwide in branches and online. Grainger content is accessible in multiple TLDs, including the .COM gTLD and the .CN, .CA, and .MX ccTLDs.

Grainger has created a wholly owned subsidiary, Grainger Registry Services, LLC (“Grainger Registry”), as the entity to file this application and bring the .GRAINGER gTLD to market.

The intended future mission and Purpose of the .GRAINGER gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Grainger and its qualified subsidiaries and affiliates for its business partners, customers and potential customers. Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, the .GRAINGER gTLD is planned as a .BRAND gTLD, with the Purpose of protecting Grainger’s online presence and identity, expanding its marketing and promotion efforts, and providing a more secure channel for its online products, services, and information.

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

After Stage 3 (see below), Grainger Registry will evaluate whether opportunities exist to continue the sustainable operations of the registry through fee-based registrations to parties other than Grainger and its qualified subsidiaries and affiliates. All such parties would have the Required License in place prior to registration of any second level domain names.

Grainger Registry currently plans a four-stage rollout for the .GRAINGER gTLD:

Stage 1
The initial stage of implementation of the gTLD will involve Grainger registering a limited number of .GRAINGER second-level domain names.

This initial use will provide Grainger’s IT and security personnel the time to run a number of tests to ensure seamless and secure access to the .GRAINGER 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 internal and external staff responsible for the delegation and setup phases of the .GRAINGER gTLD to ensure a proper transition from the initial delegation of the gTLD to full operation.

Stage 2
Once all testing has been successfully completed, Grainger Registry will begin allocating domain names in .GRAINGER to Grainger and its qualified subsidiaries and affiliates for more widespread corporate use. During this same period of time, Grainger will begin evaluating strategies to potentially migrate some traffic away from its current network of Grainger-related second-level domain names, which are registered in a variety of TLDs, to the .GRAINGER gTLD.

It is also in Stage 2 that Grainger will evaluate expanding the operations of the gTLD to permit registration by other registrants such as licensees or strategic partners, all of whom would have the Required License in place prior to any second level registrations being issued to them. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties having the Required License, the expansion would occur 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 Grainger Registry’s business model.

Stage 3
Depending upon the analysis of the evaluations undertaken in Stage 2, Grainger Registry may begin to implement the migration of some Internet traffic away from the TLDs in which Grainger-related domain names are currently registered, and toward the new .GRAINGER gTLD.

It is in this stage that Grainger Registry also may implement Grainger’s decision to extend registration rights to licensees or strategic parties having the Required License, depending upon compliance with Specification 9. The dates of such expansion are subject to change depending upon business, strategic, and industry factors.

Stage 4
Based on experiences gained through the first stages of operation, Grainger Registry and Grainger will assess whether the business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, including potential customers of Grainger, each of whom would have to obtain the Required License prior to any second level domain names being registered to them.

It is anticipated by Grainger 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.
Utilizing current projections based upon Grainger’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, Grainger Registry estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in response to Question 46 of this application. In addition, Grainger Registry believes that the number of domain name registrations will be less than 10,000 in the first five years of operation.

Ultimately, the potential use of the .GRAINGER gTLD by Grainger and its various business segments may also be driven by Grainger’s future business strategies.