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

Prototypical answer:

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18(b)i. What is the goal of your proposed gTLD in terms of areas of specialty, service levels or reputation?

The key goals of the proposed new .ladbrokes gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. The Applicant also seeks to foster its online reputation and provide an authoritative internet space through which Ladbrokes is able to communicate with its customers directly and effectively. The new .ladbrokes gTLD will allow the Applicant to control its own internet space internationally and tailor its specialty betting and gaming products and services to meet users’ local preferences and changing interests. This will increase awareness of the Ladbrokes brand and improve the company’s online reputation. The ability to create domain names on demand related to specialty products and service and specific marketing supports these goals. Strengthened security measures, service levels and more effective functionality will provide a trusted and positive user experience.

18(b)ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

It is anticipated that the proposed .ladbrokes gTLD will make positive contributions to the wider internet community by providing:

Differentiation (Increased trust):
The .ladbrokes gTLD will simplify how internet users interact with Ladbrokes by providing a distinctive domain space. Internet users will be able to directly navigate to the .ladbrokes gTLD site, saving time and resources searching for an official site. The current domain name system has shown that it is vulnerable to malicious abuses due to registration of domain names which seek to exploit consumer confusion. Consumer protection and trust are vital to Ladbrokes’ high-traffic online betting and gaming websites. The Applicant can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .ladbrokes domain space. The new .ladbrokes gTLD will provide an authentic online betting and gaming site with enhanced security and increased customer protection, which in turn will improve customer trust in the Ladbrokes online brand. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .ladbrokes domain space, which will differentiate interaction between internet users and Ladbrokes.

The differentiation of .ladbrokes gTLD as a trusted site for Ladbrokes will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under .ladbrokes domain space. As a result, .ladbrokes will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .ladbrokes will be distributed not only to its direct customers, but to the internet community at large forcing improved services and competitive pricing in the market place.

With the expansion of the internet community to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses and organisations establishing a coherent global online brand presence to meet their evolving business needs. It is often difficult to register a domain name in existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as Ladbrokes which work across many different jurisdictions and geographical markets and have difficulty in establishing a coherent online presence. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party. The new .ladbrokes gTLD will overcome these limitations by creating an innovative global platform through which Ladbrokes can offer betting and gaming products and services to customers across the world. The Applicant has the ability to create second or third level domain names on demand, including the use of specialised betting products and services, geographic names and IDNs, which are relevant to its customer base. The Applicant will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system providing greater consumer choice.

18(b)iii. What goals does your proposed gTLD have in terms of user experience?

The proposed .ladbrokes will provide a positive user experience, which meets the changing and growing needs of the global internet community. The Applicant will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by the Applicant. Therefore, the .ladbrokes gTLD will:
- provide a secure and authentic online betting and gaming domain space, increasing customer protection and trust in the Ladbrokes brand;
- strengthen brand reputation and user confidence by eliminating user confusion;
- create second level domain names for innovative betting and gaming products and services tailored to customer preferences;
- provide an easy and intuitive reference and access point for internet users with improved searchability;
- direct internet users to relevant information in a timely manner by creating domain names on demand;
- use IDNs to enable customer to interact directly in their native language;
- use geographic names to localise its websites to connect with internet users in the relevant regions and to comply with local laws;
- enhance security and minimise security risks by implementing necessary technical and policy measures; and
- prevent potential abuses in the registration process reducing overall costs to businesses and users.

The .ladbrokes gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes. Although the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .ladbrokes gTLD will reduce potential abuses in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately contribute towards promoting ICANN’s core values in benefiting the public interest.

18(b)iv. Provide a complete description of the applicantʹs intended registration policies in support of the goals listed above.

The proposed registration policy is attached in response to Question 28.

Only affiliate entities of the Applicant will be eligible to register domain names in .ladbrokes at this stage. The domain name registration processes will address the requirements mandated by ICANN, including rights abuse prevention measures.

18(b)v. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

The Applicant is committed to protection of privacy and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user’s confidential information, including the Data Protection Act 1998 (UK).

The Applicant has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. The Applicant understands the need to protect the privacy and confidentiality of users’ personal and sensitive information and takes its obligations very seriously. Ladbrokes’ Privacy Policy covers the collection, use, storage and disclosure of users’ personal information. Ladbrokes’ Privacy Policy provides that Ladbrokes will not pass on or sell users’ personal information to any third parties and will only use personal information to:
- provide products and services to customers;
- send information about products and services that may be of interest to customers, unless a customer has opted-out of receiving communications; and
- disclose information to Ladbrokes’ professional advisers only where necessary for the administration of the website and related business, or if required to disclose such information by law.

As the .ladbrokes gTLD will only be available to affiliate entities of the Applicant, initially, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. The Applicant will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status, registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, the Applicant will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

The Applicant will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Ladbrokes and its users interacting with Ladbrokes online. DNSSEC provides additional security by validating information in the transmission, therefore it is intended to benefit those who publish information in the domain name system (DNS) and the users who retrieve information from the new .ladbrokes gTLD. Ladbrokes already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include the use of firewalls and Secure Sockets Layer for data encryption.

The Applicant will continue to apply all security measures currently implemented and will comply with all other policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .ladbrokes domain space.

18(b)vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The proposed new gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity.
During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. However, over time, it is foreseen that communication to the internet community of the existence of the proposed new gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.

Similar gTLD applications: (1)

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