18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.spotDotspot LLCView

GOALS OF THE .SPOT TLD:

The following have been identified as goals of the .spot TLD:

1 CREATE AN EASILY RECOGNISABLE TLD

One of the goals of the .spot TLD is to become an easily recognisable TLD with a perception of reliability and innovation. Thus, this will ensure registrants and internet users understand the potential for .spot TLD to forever be a viable option to today’s current TLDs.

The TLD will be open for general registration in the same manner as current TLDs, and will additionally offer for sale premium 2nd level domains within .spot that are currently not commonly available in the current environment due to being already registered in these long standing TLDs.

This is forecasted to bring strong volumes of domain names to the .spot TLD.

Registrants will benefit if DotSpot can achieve this goal by creating awareness of the TLD in that it is foreseen that this will drive traffic and search results toward .spot domain names. This will benefit registrants by getting internet users onto their sites and driving their web metrics or ecommerce initiatives.

By creating new availability in the industry for shorter more easily recognisable domain names, DotSpot LLC envisage that internet users will be able to navigate to the required site quicker and are likely to more easily remember the domain name, creating a more direct internet surfing experience.

The TLD can also benefit the Internet, e-commerce and the online community by generating competition to current TLD’s and creating the more easily remembered domain names.

2 BUILD BRAND

The strategy for .spot is to have a goal to build the brand of the .spot TLD to rival other current alternatives and as per the above become a well-known easily identifiable namespace that is a competitor to .com.
This will be done through marketing that focuses on the ‘spot’ to be for all registrants looking for a new online identity.
Long term, the intention is to provide significant competition and achieve large volume registrations in order to deliver a TLD that has such brand strength and recognition that it obtains significant chunks of market share from .com.

3 PROVIDING ALTERNATIVES AND OVERCOMING LIMITED AVAIABILITY

The application has identified that making domain names within the .spot TLD available to new registrants as one of the key benefits to the global community should the .spot TLD be granted. DotSpot LLC’s experience has highlighted the lack of ‘meaningful’ domains available in .com and that many potential registrants in .com do not switch easily to alternatives such as .net and .org. As such, this lack of availability has made it extremely difficult for new registrants to acquire domains they are seeking as well as the continued usage of low recall domains in these alternative TLDs.

This problem has become compounded over time and resulted in highly unaffordable domains due to competition for premium names within the secondary market which further limits the ability of the industry to prosper online.

The .spot TLD attempts to overcome these challenges and provide a fresh and innovative approach to the marketplace.

4 INNOVATION

DotSpot LLC, as a new player in the market is keen to differentiate themselves through a dedication to innovation and focus on the .spot value to the online community. DotSpot LLC understand that with the introduction of numerous new TLD’s the landscape of the internet is likely to change significantly and quickly. As such, DotSpot LLC are prepared to lead and drive this global innovation with a goal to be leader in the industry.

Internet users will benefit from innovation as this will lead to improvements in service levels or competition, both of which are considered highly valued by internet users and ICANN.

5 COMPETITION AND DIFFERENTIATION

This is the major driver behind the application for the .spot TLD. As stated DotSpot LLC is dedicated to innovation, both in terms of business and for the internet as a whole. By creating the .spot TLD DotSpot LLC have a goal to increase competition on the internet. By offering a choice for registrants and names that are currently not available, DotSpot LLC believe this competition will create higher levels of service and better products for registrants and internet users.

6 ANTICIPATED CONTRIBUTION TO THE CURRENT SPACE

DotSpot LLC anticipates that the greatest contribution the .spot TLD will add to the namespace will be the choice and competition it creates.

DotSpot LLC are in total agreement with ICANN on this point and believe it is past time for greater competition in relation to choice for registrants. DotSpot LLC also recognises this has the potential to directly benefit the company and as such have a vested interest in the this particular TLD. However more importantly DotSpot LLC agrees with the principle behind the decision to open generic names and create much needed competition.

This competition is the very driver for this application and is the biggest contribution the .spot TLD will offer to the current space.

REGISTRATION POLICIES IN SUPPORT OF THE .SPOT TLD

In having a goal of competition as a driver for the TLD, DotSpot LLC have decided to have no specific eligibility criteria to register a .spot Domain name. This is consistent with the mission and purpose of the TLD to create a sustainable online business, but also supports the goals identified above to create easier, more recognisable names, and build a solid, long lasting brand platform and community perception of the TLD.

No restrictions will be placed on content or use of a Domain within the .spot TLD, save that registrants will be required to warrant that their use of .spot domain names is consistent with legislation in force in their jurisdiction. A anti abuse policy will be in place as described in the answer for Q28. Trademark Protection will take place at launch via the TMCH and Trademark claims service and post-launch via the URS and UDRP, as described in response to Question 29.

PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION

The .spot TLD will not be requesting any additional information above current standard WhoIs.

OUTREACH AND COMMUNICATIONS ACTIVITIES
The Outreach and Communications activities for .spot will involve both above and below the line activities and include such things as;
TV, Media and Print advertising
Billboards and outdoor advertising
Sponsorship of events or activities
Digital marketing, adwords, banners, etc
Direct email marketing
Direct contact with specified Industry members
Online and Social Media marketing
Speaking engagements and PR based activities
Registrar co-branded marketing initiatives

The outreach and communications options listed will assist the TLD in achieving the goals and benefits described above, by creating an awareness of the TLD in the relevant market segments and by targeting the beneficiaries in such a way as to promote the TLD and clearly explain the difference between the .spot TLD and its competitors.

Other options will be to make the general public aware of the TLD and drive queries to the relevant .spot related domains, thus creating benefits for registrants.

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gTLDFull Legal NameDetail
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