18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameDetail
.partyOriental Trading Company, Inc.View


The new .party gTLD will operate as a restricted registry, in which the Oriental Trading Company, Inc. (OTC) can create and control domain spaces that promote its brand identity and authenticity within the trusted .party domain space. In this regard, .party will be used by OTC to provide targeted services, content and products relevant to its party event services to consumers in a way that promote trust, quality, convenience and utility. The .party gTLD will provide an authoritative Internet space for OTC, its affiliates and partners where OTC can develop an unlimited number of domain names dedicated and relevant to party events and to provide Internet users with content, services and products they need, while being assured of brand authenticity.

OTC is the largest direct retailer of value-priced party supplies, arts and crafts, toys, novelties and a leading provider of school supplies and affordable home décor and giftware. OTC was established in the US in 1932 with its headquarters in Omaha, Nebraska. In the 1970’s OTC quickly expanded by using catalogs and direct marketing to target consumers, schools, non-profit organization, retailers and businesses. As the Internet grew in popularity in the late 1990’s OTC further explored new ways to reach its growing customer base on the Internet. In 2011, OTC had over 30 million customers on file, over 250 million catalogs mailed annually, operated three Internet websites and now has over 40,000 different products on offer.

OTC also received the ‘Omaha 25’ Awards for Corporate Citizenship and the ‘National Communitas Award’ for Corporate Social Responsibility. OTC has been active as a supplier of party items for every type of party for over 80 years and has a strong reputation in the US and Canada with its easy online order system. Currently customers outside of Canada and the US can only place orders via the call center. OTC seeks to further enhance its reputation worldwide while maintaining its lowest price guarantee and aims for customers in other countries to be able to place orders online.

Since the inception of the current domain name system, business activities conducted on the Internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the Internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the Internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. .party will facilitate greater trust and assurance from Internet users connecting with OTC online, whilst still allowing convenient and efficient interaction.

OTC’s mission and purpose of .party gTLD share ICANN’s initiatives to promote public interest. OTC is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- Consumer trust: the .party gTLD registry will be operated in a centralized manner with a restrictive registration policy. Registration of domain names will only be available to OTC and its affiliate entities, at this stage, which will provide added consumer trust that .party domain names are trustworthy, represent quality, expertise and excellent customer service. As .party domain names are subject to registration standards, policies and procedures under OTC’s control, this eliminates the possibility of malicious conduct within the .party domain space;

- Competition: .party is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .party will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs;

- Consumer choice: the .party gTLD will enable user-driven improvements and innovations assisting OTC’s marketing efforts through its ability to create new second and third level domain names on demand to develop .party domain names in the second and third level. The development of second and third level domain names will allow consumers to easily access targeted services, content and products offered by OTC. These names will provide the consumers with more choices for interacting with OTC and access dedicated domain names relevant to party related services within the trusted .party gTLD. As OTC has effective control over the registration and use of domain names under .party domain space, this will also contribute towards general service innovations on the Internet.

Given the restricted nature of the .party gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of around 50 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to up to 200 domain names as OTC develops and implements new services and marketing campaigns.

As the new .party gTLD expands and evolves, OTC may consider offering the use of second level domain names to its authorized resellers at a later stage (upon meeting all required criteria as set out in the registration policy and entering into appropriate agreements with OTC). In this endeavor, OTC will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the Internet. OTC will keep ICANN reasonably informed of any material developments relating to .party including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

OTC intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. In accordance with the registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, OTC will use geographic names to localize its websites in the countries in which it has and targets customers. The use of geographic names is intended to:

- Connect Internet users with relevant information in the relevant countries;
- Comply with required rules and regulations in the national territory.

OTC has 14 existing domain names containing the applied-for .party string in domain spaces including otcparty.com, otcpartybook.com, partyappstore.com, partyauthority.com, partybook.biz, otparty.com. partyhints.com, partybook.us and partyfavors.us.

OTC believes that the .party gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. OTC has built on its tradition and reputation as the largest US direct retailer of value-priced party supplies for over 80 years and has registered several domain names containing the word “party”. OTC has linked its activities to the word “party” since its establishment and has been able to build a strong reputation as supplier of services for party events to customers worldwide. Together with the growth of the Internet, OTC has actively promoted its reputation as one of the top providers of party supplies, offering customers worldwide the possibility to order items via its websites or call center. The .party gTLD aims to better serve the OTC customers worldwide and to strengthen its reputation as a reliable and trustworthy domain space for all party event needs. OTC has linked its business directly with party events for over 80 years and will further strengthen its reputation through the creation of a .party domain space.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.funOriental Trading Company, Inc.View