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

Prototypical answer:

gTLDFull Legal NameDetail
.FOXFOX Registry, LLCView

As a TLD dedicated to the Fox Businesses and the FOX brand, the primary driving factors of the .FOX TLD are differentiation and innovation. The success of the TLD will not be measured by the number of domain names registered, but by the level of consumer recognition and trust that is placed in the .FOX TLD. Using this benchmark, Applicant strives to build consumer recognition and trust that rise to the level of that found in the .EDU and .GOV TLDs.

Specifically, Applicant believes that a proposed .FOX TLD has the potential to offer the following benefits to Internet users, consumers, and the FOX Businesses:

• Establishes trusted online destinations for the billions of consumers who currently access FOX-branded content, products and services.
• Provides a platform for the secure access, purchase and distribution of copyrighted material.
• Protects the FOX Businesses’ valuable intellectual property from piracy on the Internet.
• Creates a namespace void of piracy, cybersquatting and other malicious activities.
• Provides short and memorable URLs that may incorporate the full, proper names of Fox’s intellectual property.
• Includes the capability of offering multiple IDNs, making the domain space more inclusive to global consumers.

18(b)(1): What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

1. .FOX Will Create Specialization

The .FOX TLD will create specialization by creating a segment of the Domain Name System dedicated solely to Applicant and the Fox Businesses.

At present there is no TLD dedicated to the full range of entertainment and related products and services provided by the FOX Businesses; there is no TLD dedicated to providing the FOX Businesses with a trusted namespace in which to share information, content, and provide services to each other; and there is no TLD dedicated to the famous FOX brand. The .FOX TLD could fill these voids.

This specialization will make it easier for FOX Businesses to share information and content and provide services to each other. In addition, it will make it easier for Internet users who are looking for legitimate and authorized information about the FOX Businesses to locate this information. The .FOX TLD will communicate to consumers that they will find the premiere content, products, and services offered by the FOX Businesses at a single, secure destination.

Another benefit is that second level domains utilized by the FOX Businesses will become shorter. One impact of a dearth of ‘good’ web addresses has been for them to get longer over time. Using the .FOX TLD not only means the FOX Businesses’ can benefit from having an important keyword in their web address, it will also be much faster for Internet users to type in the address, especially when using mobile devices. Built into a wider strategy of web optimization and marketing, the inclusion of the TLD as a keyword in every domain name will likely have positive implications for specialty, security, and global promotion purposes. This will increase traffic to these websites, promote competition, and facilitate use by consumers who prefer shorter URLs, and increase trust for consumers looking for legitimate products and services in an increasingly crowded online marketplace.

2. .FOX Will Provide High Levels of Service

Applicant is committed to providing the highest level of security, quality, and customer service in the .FOX TLD. Applicant is contracting with and will engage proven industry operators and experts to provide the highest possible quality in registry and registrar services so as not to compromise the security and quality of the .FOX TLD. Due to the widespread and severe level of online content piracy, many of the FOX Businesses have extensive experience in Internet security issues, and have a vested interest in maintaining the highest levels of online security. Operating the .FOX TLD, as a fully controlled single registrant⁄single user registry model TLD, would be yet another way for the FOX Businesses to accomplish the goal of the highest and most secure provision of services.

In operating the .FOX TLD, Applicant will provide a secure, reliable and trusted domain space, and will endeavor to prevent malicious conduct. The absence of corruption, spam, phishing, piracy, and false information will protect consumers and enhance the FOX Businesses’ ongoing efforts to become trusted providers of the highest quality online goods and services.

3. .FOX Will Protect and Enhance the Reputation of the FOX Businesses

The Fox Businesses have developed substantial goodwill in the FOX brand by virtue of continuous and significant worldwide use, investment and effort. A goal of the .FOX TLD will be to promote the FOX Businesses’ reputation for excellence, high quality of content, innovative user experiences in digital media, cutting-edge marketing initiatives, and advanced technical capabilities.

Applicant will ensure that all of the second level domain names are used for bona fide purposes of the FOX Businesses, that the WHOIS is thick and reliable, and that the Registry is responsive to legal rights owners. In addition, Applicant will offer high levels of service, security and compliance. Through these activities, Applicant will strive to be known as an exemplary cyber-citizen.

18(b)(2): What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

1. .FOX Will Increase Competition

The .FOX TLD will enhance competition by providing Applicant with a cutting-edge resource to innovate and create new online products, services, and platforms. This will incentivize competitors to improve the security and quality of their own goods and services, to offer similar domain name innovations, and to accelerate the introduction of new goods and services in order to attract new customers. Thus, the entry of the .FOX TLD will benefit consumers by increasing the likelihood of the successful introduction of new and innovative online entertainment, media, news and information products and services.

In addition, the .FOX TLD will contribute to the growth of the Internet in general. By virtue of its efforts to market and promote the .FOX TLD, Applicant will acclimate consumers to a new, specialized Domain Name Space on the Internet, and help normalize the expansion of the Internet.

2. .FOX Will Offer Differentiation

The .FOX TLD will be differentiated from all other top-level domains currently available in the marketplace because it will be comprised of the world famous FOX brand, and will clearly indicate to users the source of the TLD. In terms of differentiated uses, customized second level domains could signify the service offered as well as the source of the service, and .FOX domains will offer dedicated content. Finally, unlike existing TLDs, the .FOX TLD will be operated as a single registrant⁄single user registry, and second level domains will be registered by Applicant and controlled and used by Applicant and its Affiliates (e.g., the FOX Businesses).

3. .FOX Will Inspire Innovation

The FOX Businesses are already recognized leaders in online innovation. Indeed, technology is at the forefront of their online presences. The .FOX TLD could allow Applicant and its Affiliates to offer unique proprietary user experiences that incorporate cutting-edge technologies and are accessible via the latest connected devices. It could also provide a secure platform for Affiliates to test new designs and concepts and encourage experimentation.

18(b)(3): What goals does your proposed gTLD have in terms of user experience?

Applicant believes that the .FOX TLD could provide a single trusted ecosystem experience for the billions of consumers worldwide that enjoy the products and services provided by the FOX Businesses. In addition to providing consumers with short, memorable and intuitive domain names, Applicant will adopt best-in-class safeguards to minimize any infringing or pirated content within the .FOX TLD.

18(b)(4): Provide a complete description of Applicant’s intended registration policies in support of the goals listed above.

Applicant intends to operate a single registrant⁄single user registry. Second level domain names within the .FOX TLD will be registered to, and maintained by, Applicant for the use by Applicant and its Affiliates. Applicant does not intend to sell, distribute or transfer control or use of any second level registrations in the .FOX TLD to any third party that is not an Affiliate of Applicant. Accordingly, members of the general public will not be able to register domain names in the second level of the .FOX TLD. Since it will not be possible for unrelated third parties to register second level domains in the .FOX TLD, registration policies designed to protect the public interest in registering domains, which would be necessary in the case of an open registry model, are not relevant. Instead, pre-existing decision-making channels within the FOX Businesses will administer policies regarding the registration and use of second level domain names within the .FOX TLD by Applicant and its Affiliates. Such policies will be consistent with all applicable ICANN policies and the policies described elsewhere in this application.

18(b)(5): 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.

Keeping customer information secure and private is of crucial importance to News Corporation and the News Corporation group of companies, including Applicant and the Fox Businesses. Applicant will ensure that the operation of the .FOX TLD will be consistent with News Corporation’s Statement of Privacy Principles, available on its website at www.newscorp.com⁄privacy.html. The Statement of Privacy Principles describes the policies and procedures for the collection, use and dissemination of personal information. The Statement of Privacy Principles and corresponding commentary make clear that News Corporation is committed to providing strong, effective privacy protections; discloses its policies regarding cookies and similar technologies; and uses reasonable administrative, technical, personnel and physical measures to safeguard personal information in its possession against loss, theft and unauthorized use, disclosure or modification.

18(b)(6): Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

As stated above, Applicant will initially make limited use of the .FOX TLD so that it may conduct consumer marketing and technical research to determine the most effective and safest way to use the .FOX TLD. At such time as Applicant expands use of the .FOX TLD, Applicant intends to make use of its and its Affiliates’ substantial and world-class marketing capabilities and significant consumer promotion channels to inform the public about the TLD and the content and information available therein.

Applicant expects to engage in ongoing outreach and communication efforts with consumers, and to continuously receive feedback and learn about consumers’ needs and desires. This process will assist Applicant in developing new, beneficial uses of the .FOX TLD.

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