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

Prototypical answer:

gTLDFull Legal NameDetail
.starhubStarHub LimitedView

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 .starhub gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. StarHub also seeks to foster its online reputation and provide an authoritative internet space through which StarHub is able to communicate with its customers directly and effectively. The ability to create domain names on demand related to specific marketing, specialty service and product development supports these goals. It is anticipated that the new .starhub gTLD will provide more innovative ways to engage customers to its websites, thereby promoting consumer trust and customer engagement. 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 .starhub gTLD will make positive contributions to the wider internet community by providing:


DIFFERENTIATION (INCREASED TRUST):

The .starhub gTLD will simplify how internet users interact with StarHub by providing a distinctive domain space. With the proposed .starhub gTLD, internet users will be able to navigate directly to the .starhub gTLD site instead of being diverted to other websites, saving users’ time and resources searching for an official site and preventing user confusion. 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. StarHub can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .starhub domain space. It is also anticipated that the .starhub gTLD will allow the creation of memorable domain names such as mobile.starhub, tv.starhub and broadband.starhub for marketing and advertising purposes. The creation of these domain names will reinforce and strengthen the brand association across StarHub’s products and services amongst internet users. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under the .starhub domain space, which will differentiate interaction between internet users and StarHub.


COMPETITION:

The differentiation of the .starhub gTLD as a trusted site for StarHub 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 the .starhub domain space. As a result, .starhub will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .starhub 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.


INNOVATION:

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. 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. With the use of .starhub, StarHub has the ability to create second or third level domain names which are relevant to its customer base, services and products. The .starhub gTLD will also provide an opportunity for StarHub with improved search engine optimisation benefits and improved online brand recall, promoting increased consumer trust and a deeper level of customer engagement. StarHub 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 .starhub gTLD will provide a positive user experience, which meets the changing and growing needs of the global internet community. StarHub 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 StarHub. Therefore, the .starhub gTLD will:

- provide an easy to remember and intuitive reference and access point for internet users by potentially offering personalised domain names to customers thereby increasing customer affinity, ease of use and customer service efficacy;

- represent authenticity thus promoting user confidence, customer awareness and deeper consumer trust;

- direct internet users to relevant information in a timely manner by creating domain names on demand such as mobile.starhub, tv.starhub and broadband.starhub thereby improving online brand recall;

- provide for more innovative brand campaigns and applications such as promotions.starhub and events.starhub;

- allow the use of IDNs at a later stage to enable customer to interact directly in their native language;

- allow the use of geographic names at a later stage 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;

- strengthen brand protection and user confidence by eliminating the risk of users being diverted from StarHub’s websites with keywords registered by its competitors, thus, preventing user confusion; and

- prevent potential abuses in the registration process reducing overall costs to businesses and users.


.starhub 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 .starhub 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 StarHub will be eligible to register domain names in .starhub 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.

StarHub 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 Personal Data Protection Act 2012 (Singapore) that will come into effect in the third quarter of 2012. StarHub also complies with the Payment Card Industry Data Security Standards (PCI DSS), which provides an actionable framework for developing a robust payment card data security process.

Privacy is of fundamental concern to StarHub and its customers as such StarHub has a strong interest in ensuring a high level of privacy protection for its customers. StarHub’s privacy statement provides that personal information will only be used for the following purposes:

- To provide the services, including provisioning and billing, as requested by the customer;

- To comply with any governmental or regulatory requirements; and

- To support customer relationships including providing customer benefits, communications and conducting customer research.


As the .starhub gTLD will only be available to affiliate entities of StarHub, 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. StarHub 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, StarHub 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.

StarHub will deploy (through its backend registry services provider) Domain Name System Security Extensions (DNSSEC) which is intended to benefit both StarHub and its users interacting with StarHub 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 .starhub gTLD. StarHub already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include:

- use of Secure Sockets Layer (SSL) to encrypt all information provided by its users;

- use of secure servers; and

- implementation of the internal security policy.


StarHub 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 .starhub 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.

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gTLDFull Legal NameDetail