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

Prototypical answer:

gTLDFull Legal NameDetail
.DELTADelta Air Lines, Inc.View

GOALS: SPECIALTY, SERVICE LEVELS, REPUTATION
DEFINITIONS

Registrants
The proposed TLD is a closed registry model, the ʺregistrantʺ is effectively Delta Air Lines, its subsidiaries and employees who are authorized to use an address or sub-domain under .Delta.

Internet users
ʺInternet usersʺ are individuals and organisations that are legitimately interested in communication within or between Delta Air Lines. This category includes Delta employees and Delta customers and stakeholders.

Others
ʺOthersʺ includes potential users of the Internet, potential clients of Delta, industry organisations and industry regulators⁄governments.

BACKGROUND
Delta Air Lines serves over 160 million customers each year. This presence reaches 340 destinations in nearly 60 countries across six continents. Specialisation, service levels and reputation are critical to Delta Air Lines and its stakeholders. The proposed TLD enables Delta Air Lines to promote, develop and deliver an optimal level of service that advances the Internet as a secure and efficient method for delivering information and transacting business. Delta Air Lines enthusiastically shares the policy goals of ICANN in this round of innovation on the Internet.

SPECIALISATION
The Registry operations team brings considerable speciality experience in the Internet industry both in relation to high-level policy development, launch, operation and management practice. Significant marketing resources together with registrar partnerships and technical facilities enable the Registry to specialise in the provision of a top-level domain that provides a valuable alternative model to existing gTLDs and opens the top level of the Internet to new users.
The Registryʹs domain name registry services will be driven by customer focus, innovation and channel management expertise. Specialty delivery of services will be closely mapped to clients and constituents, ensuring a higher level of relevance and efficiency.
The Registryʹs services in terms of DNS management expertise, registry operations and technical database management capabilities will be industry- leading standards. Together with the technical provider and management team, speciality services will be continually examined for optimal utility and functionality consistent with all ICANN requirements.
SERVICE LEVELS
In order to advance its mission as stated above, the applicant has established a team with expertise, experience and technical capacity to ensure that the TLD is operated to the best industry standards.
The Registry will provide a substantial network infrastructure that can guarantee maximum performance and reliability as well as scale to meet variations in demand, in compliance with ICANNʹs registry contract.

REPUTATION
The applicant will work to ensure that both the reputation of the TLD as well as the usability of the Internet generally is enhanced by this delegation. Deltaʹs reputation will be enhanced while simultaneously enhancing and promoting the Internet as a secure and efficient place for business. The applicant is mindful of the critical importance of confidence in the operation of the Internet. It is core to the application that the applicant is a leading model for Internet welfare.
The applicant takes the view that its responsibility as a registry extends beyond registrants and users of the Internet, to potential users, governments, regulators, policy-makers and communities at large.

BENEFIT TO REGISTRANT(S)
Delta will benefit from the capacity to shape and control the landscape of its Internet-related structure and presence. Delta will be able to create bespoke solutions for secure, client-focused services that distinguish Delta and set higher standards in the industry generally.
The longer-term micro benefit to Delta in enhanced reputation, standing and security for investors is importantly extended to the macro level of the airline industry, corporate communities and the Internet generally.
Benefit to Users
The proposed gTLD will create a direct and straightforward external connection to Delta as well as secure and private internal communication. The proposed TLD will create a closed connection between Deltaʹs clients, market and employees, thus enabling efficiency in communication and security of information. Efficiencies and security are enhanced by the control that flows from a bespoke top-down domain. The applicants intention is that users will be unified in the ʺvirtual spaceʺ of the Internet as though they were face to face. Deltaʹs extensive range of services and large numbers of employees can cohere in a single web identity and location that utilises the Internet as a tool to gather unity in diversity.

BENEFIT TO OTHERS
The benefit of the TLD extends beyond registrants and Internet users to others who have a policy concern in ensuring that the reputation of the specific industry and the Internet generally is enhanced. Potential users of the Internet in countries yet to develop access will encounter a more clearly defined, brand and product-specific environment on the Internet that facilitates search for services and enables more focused delivery of service by Delta.
Delta believes strongly in responding to community needs and specific conditions of its clients and stakeholders. A closer relationship between Delta and its present and future clients strengthens the delivery of services and the creation of bespoke services for new markets. Deltaʹs commitment to community and social programs will find a more effective level of delivery and assessment, helping to build a stronger platform for Deltaʹs projects of returning benefits to the community.
At the broadest policy level, Deltaʹs strong corporate citizenship will be a case in point for the responsible running of a Top Level Domain that supports ICANNʹs policies of responsible innovation.
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COMPETITION

CONTEXT
Statistical evidence demonstrates the continued expansion of Internet registrations. The number of domains in the current generic TLD space (for example .COM, .NET, .ORG,.US) is in excess of 135 million and there are over 215 million registered domain names in all TLDs. In the second quarter of 2011 more than five million domain names were added to the Internet, marking a growth rate of 2.5% over the first quarter.
The .COM and .NET TLDs experienced aggregate growth of more than 110 million names in the second quarter of 2011. This is a 1.8 % increase in the base over the first quarter of 2011 and an 8.3% increase over the same quarter in 2010. In the same period, 2.9 million ccTLD domain names were added, bringing total ccTLD registrations to approximately 84.6 million. This is an increase of approximately 6.6 million domain names, or 8.4% from a year ago. Among the 20 largest ccTLDs, Brazil, Australia and Spain each exceeded 4% quarter over quarter growth.
The enthusiastic and continually growing take-up is evidence of the positive impact of increased TLD opportunities. While .COM will continue for some time to be dominant in the domain name market, there is clear evidence that consumers seek TLD innovation and differentiation. ICANN is in this round responding to the needs created by the massive increase in Internet availability using new mobile devices and more traditional computer access.
In particular, the following issues arise in the current environment:
* challenges for registrants to secure a unique and appropriate name within a heavily populated gTLD space
* challenges for users to locate efficiently and reliably authentic sources of information
* cybersquatting and inactive ownership of domain names

Delta believes that by setting higher standards in the industry with a secure and focused Internet presence, the industry as a whole will evolve similarly high standards of service in order to remain competitive. Enhanced competition amongst service providers will drive enhanced service to the consumer.
Delta aims to set the benchmark in the airline industry for communication and service through the Internet. By promoting market-appropriate information Delta is able to facilitate accurately informed consumer choice and high levels of confidence for the end-user. Delta believes that this round of TLD applications will at its best allocate more strength and decision-making power in the individual consumer.

DIFFERENTIATION
Deltaʹs proposal is founded on the belief that competition in the marketplace makes for stronger, more innovative and more creative alternatives for the consumer. Together with its technical and management partners, the applicant has a rich understanding of the needs of the global Internet community and is committed to building a domain name system that grows with and responds to the needs for services, products and information sought by the global community. A steady, secure and responsive service that offers users a competitively priced and distinctive service will enable the TLD to operate as a genuine and enduring alternative to existing TLDs.
Industry, product and service differentiation have become increasingly challenging as the Internet has expanded to over 200 million domain name registrations. In terms of service provision to users, lack of differentiation creates a greater likelihood of frustration, brand confusion and inauthenticity or fraud. Occupation of a TLD by an individual brand substantially addresses the possibility of error or uncertainty in identification of a brand and its associated services. The consumer is able clearly to differentiate Delta from among all others on the Internet, quickly, simply and reliably.

INNOVATION
Innovation is core to survival in a competitive commercial environment. Delta believes that in the case of a vital public and business service such as the Internet, innovation must be founded solidly on the critical requirements of DNS stability, longevity and utility.
There have been many years of outstanding effort involved in creating the existing mechanisms and policies for guiding change in the Internet. These mechanisms have been substantially successful in maintaining the stability of the Internet. Deltaʹs policies have been developed with a view to extend and enhance existing procedures in an incremental and cooperative manner. While committed to innovation in the provision of services and technical standards, the applicant aims to measure and interpret the needs of the Internet community so that it can continually tailor services to best support shared goals and aspirations.
Delta is working closely with technical service provider, Afilias, to ensure that the proposed TLD innovates in ways that actively support the security and quality of services to clients, internal cohesion within Delta, as well as structure of the Internet generally. While the capacity for innovation will undoubtedly accelerate, the applicant is committed to vigilant analysis of any proposed innovations so that they remain consistent with stated goals of both Delta and ICANN.

USER EXPERIENCE GOALS
Consistent with the applicant’s key goals to work co-operatively and positively in the provision and management of a vital public resource, the applicant aims to ensure that the user experience is centered on the following goals:
* rapid, responsive & reliable customer service
* robust neutrality
* robust data security & privacy
* robust data escrow
* Internet standards regarding naming & reserved names
* industry standard acceptable-use policy & registrar agreements
* leading protocols on technology, anti-cybersquatting & WHOIS.
* consumer confidence in security, privacy & authenticity
* facility in locating both Delta and the desired location and or service
* direct line of communication between Delta & its clients
* responsive and monitored business services, directly targeted to identified client needs

Delta has developed the following policies to support the user-experience goals listed above.

Customer service
With the technical service provider the Registry will have advanced system functions and features to ensure high service reliability and a flexible systems architecture that will support growth in volumes and applications.
Strong cooperative relationships with registrar(s) will ensure that consumer needs are monitored, measured and responded to in a way that reflects the evolving role and purpose of the Internet. The applicant has committed funding, focused management of TLD programs across registrars, and registrar participation in program management.

Robust Neutrality
The Registry will be operated on best industry and ICANN practices to ensure that it is a trusted, unbiased provider of core Internet DNS functionality while providing consistent and stable operation of a new TLD.
Among the most important aspect of the neutrality policy is the registryʹs relationship with registrars noted below.

Robust Data Security & Privacy
The Registry, as a neutral and trusted registry, must maintain the trust of the registrars and the consumers. Therefore, the Registry will not market in any way the registrant information obtained from registrars for purposes of running the registry, nor will it share that data with any unrelated third parties. The Registry operator will only have access to such data as is necessary for operation of the registry itself and will use that data only as required by registry operations.
The Registry will provide registrars with a mechanism for accessing and correcting personal data and will take reasonable steps to protect personal data from loss, misuse, unauthorized disclosure, alteration or destruction.
In addition, as part of the registrar Code of Conduct, registrars will be required to abide by all applicable international, national, and local laws regarding data privacy and information collection.

Robust Data Escrow: The Registry will follow all data escrow requirements mandated by ICANN and work with an ICANN accredited Data Escrow provider. By so doing, the Registry will ensure that all data necessary for operation of the registry will be available in the event of a catastrophic failure of the registry or following the selection by ICANN of a new registry.

Internet Standards Regarding Naming & Reserved Names
The Registry will reserve and block the registration of names as specified in Schedule 5 of the Registry Agreement. The Registry will consistently work with ICANN to ensure that registry practice confirms with ICANN requirements.
The Registry will reserve for itself a small number of names necessary for the secure operational and technical functions of the registry.

Acceptable Use Policy & Registrar Agreements
The policy of the Registry and contracted registrars relating to the computer systems, hardware, servers, bandwidth, telecommunications transport and e-mail routing provided by the Registry and Domain Provider(s) will promote the integrity, security, reliability and privacy of the Registry Network and the Registrar(s).
The Registryʹs policy will follow leading industry standards that both (i) support the free flow of information over the Internet and (ii) inhibit the transmission of materials that offend relevant laws, rights, interests and codes of conduct. The policy will provide a complaints procedure and enforcement mechanisms.
The Registry and Domain Provider(s) and⁄or the Registrar may at its sole discretion remove any content or material or services such as URL forwarding, Email forwarding, DNS hosting, WHOIS protection and proxy privacy services from its servers, or terminate access to the Registry Network where it has been determined by the Registry and Domain Provider(s) and⁄or the Registrar that a registrant has violated the Acceptable Use Policy.

Leading Protocols on Technology, Anti-Cybersquatting & WHOIS
The Registry will adhere to all existing ICANN policies as well as commit to further evolution of TLD policies that advance ICANNʹs core principles in the operation of the Internet. While this round of applications for new TLDs may revolutionize the Internet, the Registry believes it should be supported by evolutionary development of operational rules. The Registry is committed to a full and cooperative partnership with ICANN in the growth of Internet services on a secure and sustained basis through, for example, Generic Names Supporting Organisation (GNSO) policy development processes.

General registration policies
As a wholly ʺin houseʺ closed registry TLD, .DELTA will be available only to authorized users and members of Delta and its subsidiaries. Together with technical provider, Afilias, the business management team and qualified registrars, the Registry will have in place a vigilant system of authentication and permission to ensure that registration is tightly controlled and monitored.

Reservation of sub-domains
Second and subsequent level sub-domains will only be created as part of the communication structure and strategy within Delta. Sub-domains will not be freely available on the market.
The Registry will comply with all the requirements and policies of ICANN as set out in the Specification 5 to the Registry Contract.

PROTECTION OF PRIVACY
The Applicant recognizes the importance of balancing individual privacy rights with the rights of intellectual property owners, law enforcement and other interested third parties to have access to WHOIS data for legitimate uses. Comprehensive privacy and authentication rules are built into the operation of the proposed gTLD consistent with requirements under the Registry Agreement.
As privacy and confidentiality of personal information is a key element in the provision of a positive user experience, the Registry will take all reasonable steps to protect personal data from loss, misuse, unauthorized disclosure, alteration or destruction. The Registry will also comply, in accordance with the Registry Agreement, with all exiting and future consensus policies as formally adopted by ICANN.
The Registry will operate a WHOIS service in accordance with Specification 4 of the Registry Agreement and operate this service in full compliance with applicable privacy laws or policies. The Registry will implement appropriate measures to avoid abuse of WHOIS in order that access is restricted to legitimate users. The Registry will only use ICANN-accredited registrars, the registrars will be required to implement the data privacy policies as defined in the Registrar Accreditation Agreement.
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The applicant will put in place a system of communication to its existing and potential constituency to advance the policies underpinning its application for the gTLD.
These plans may include:
Web site
Through its web presence, the applicant will systematically and comprehensively communicate to its customers the:
* Introduction of Deltaʹs new Internet presence
* Timescale of introduction and or changes
* Manner and method of interaction with Delta Air Lines
* Advantages and benefits to customers
* Provide customer service facilities to ensure client service is monitored and maximized

Press and media
As and when appropriate, the applicant will communicate through the press and media to ensure wide dissemination of key information about changes affecting its current and potential clients.

Industry Events
As and when appropriate, the applicant may communicate the existence, operation and advantages of its new TLD through industry events, including, but not limited to:
* Roadshows
* General Meetings
* Internal and external sponsoring events

Investor Relations
The applicant will ensure that full information is provided to all stakeholders through corporate reporting mechanisms, shareholder information and other corporate communication strategies.

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