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

Prototypical answer:

gTLDFull Legal NameDetail
.greeGREE, Inc.View

Specialty
.gree is a TLD for the SNS community GREE, the company, and its stakeholders (companies listed in the annual securities report of GREE, Inc.). The .gree domain is different from other TLDs in that second level domain name registrations will not be open to the public. Registration will be restricted to the company, its stakeholders, and the SNS community GREE. We expect .gree to be a more powerful marketing and branding tool for the community than any other TLD before. Registrants of .gree domain names will be among the first to benefit from the value of a TLD that represents the community and the brand. Also, all information sent or published from .gree will be “officially” information from the community or the company, and that means it is dependable. Because .gree directly expresses the name of the community, it is easy to remember and associate with community activities and services. The company hopes that the .gree character string will be easy to understand, easy to remember and that people recognize it as trustworthy.

Service Levels
In terms of service levels, the company aims to operate the .gree TLD in a secure and stable manner, adopting industry best practices where applicable.
The registry’s operational goals are to have DNS load dispersion that is resistant to DDoS attacks, an industry-leading level of Whois information change and DNS record change reflection time, substantial registrar support, and abuse window operation 24 hours a day, 365 days a year.
The registry will also implement proven security measures at every level of the .gree business and technical operation to provide maximum protection of the SNS community GREE, and .gree stakeholders. This includes stringent security policies and procedures, as well as comprehensive abuse handling mechanisms to mitigate security threats to the TLD.

Reputation
Aims for the reputation of .gree are
1. for .gree to become well recognized as GREE’s official TLD, and
2. for the .gree name space to become one which Internet users can access with confidence.

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

GREE, Inc. believes that company⁄brand name TLDs such as .gree will promote competition, differentiation, and innovation for domain name registrants, Internet users, and business.

.gree is a new type of TLD in that the top-level string, not the second level, represents the community name. It has several important elements of a good Internet address: it is direct, simple, easy-to-understand, and memorable. As well as community protection, the company believes these same elements will have a strong marketing and branding impact that will also contribute to community growth and development.

The existence of this kind of differentiated TLD will encourage domain name registrants to consider the top-level as well as the second level when choosing an appropriate identity on the Internet. Also, registries and registrars will be encouraged to differentiate in terms of services, operations, systems, pricing, support, etc., promoting positive competition, differentiation, and innovation.

In addition, .gree is different from existing TLDs because it will be only available to limited registrants. With restrictive rules and comprehensive abuse handling processes, the company expects minimal abusive domain name registrations in the .gree name space. This means that information provided via .gree will be reliable and Internet users will be able to enjoy the name space with confidence. .gree will deliver unprecedented trust to Internet users, which the company believes will spur further positive competition and innovation in the industry.

Going forward, in order to encourage growth and development of the community through .gree, registrations will be accepted from community members working together with the company. This type of registration will be called a “Community member participant” registration. Please refer to Question 18 (a) iv for details. The company expects to see dynamic innovation in the community not only from the operational side but also through the cooperation of approximately 190 million members.

iii. What goals does your proposed gTLD have in terms of user experience?

In terms of user experience, .gree aims to provide a name space recognized by community members and Internet users in general as one that:
1. provides access to GREE related information safely and effectively,
2. facilitates discovery of new things about GREE, and
3. is meaningful and trustworthy.

iv. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

In order to achieve the goals stated above, the plans for .gree domain name registration policies are as follows. All .gree TLD registrars and registrants must agree to abide by the policies. Failure to comply with the policies may result in denial, cancelation or transfer of any registration or transaction, or being placed on lock, hold or similar status.

1. Registration Eligibility
The company considers the primary objective of .gree to be protecting the GREE community and maintaining a trusted reputation. We believe that allowing registrations on the basis of membership in the community alone would not benefit the community and would open the TLD to increased risk of abusive use. Further, an important feature of the GREE community is anonymity. Permitting individual members to register domain names poses the difficulty of striking an appropriate balance between member anonymity and Whois publishing responsibility. However, future growth and development of the community depends on the participation and cooperation of members. Therefore the company will adopt the following registration policy to allow for community members to register domain names, in addition to the operators of the community.

Domain Name Registration Categories
Domain name registration will be divided into the following two types.
A. GREE SNS community operator registration
B. GREE SNS community member participant registration
It is anticipated that allowing registrations in Category A (operational side of the community) as well as Category B (community members) will contribute to development and vitalization of the community.

A. GREE SNS Community Operator Registration
Domain names registered in this category must be registered solely by an entity that contributes to operation of the community. A community operator must be one of the following.
- GREE, Inc.
- Companies listed in the annual securities report of GREE, Inc.
- Contributors to the operation of GREE

Important Note: No individual-basis registrations will be allowed. In other words, the board members, employees, and contract staff of the companies listed above are not permitted to be registrants of .gree domain names.

B. GREE SNS Community Member Participant Registration
Domain names registered in this category must be registered by a community operator in conjunction with a community member. Community members who wish to register a domain name under this category will be required to undergo evaluation. The evaluation will seek to determine whether the applied for domain name would benefit the community. For evaluation purposes, applicants must submit a proposal to GREE, Inc. addressing at minimum the following four points.

- The domain name being applied for
- Purpose of applied for domain name registration
- Specific intended content restriction and use of the applied for domain name
- Reason the applied for domain name registration would benefit the community

Community members whose evaluations are successful will operate the applied for domain in partnership with the company and in accordance with the submitted proposal.

Domain names registered under .gree as GREE SNS Community Member Participant registrations are intended to benefit the community as a whole, not individual community members. For this reason, the registrant shall be GREE, Inc. and all other associated information on Whois shall be the company or an outsourcing partner appointed by the company.

2. Verification of Registration Eligibility
Registration and management of .gree domain names will be via the .gree dedicated account provided by a .gree accredited registrar. Access to .gree dedicated accounts will be limited to the registrants and their authorized administrative contacts, subject to verification of registration eligibility. The verification will be conducted by the registry, and organizations that wish to apply for a .gree dedicated account will be required to provide proof of registration eligibility to the registry via a .gree accredited registrar. All .gree domain name registration phases are subject to the verification. Proposed valid forms of documentary proof include, but are not limited to,
* company seal (registered or unregistered)
* signature of management staff

The registry will conduct verification on a per-registrant basis only. Once verified, a registrant or its authorized administrative contact will have access to the .gree dedicated account, through which it may apply for multiple .gree domain names without further verification, under the condition that the registrant and administrative contact information of an applied-for domain name are identical to the ones the registry has verified. If there are any material changes to the verified information, the registrant or administrative contact must notify the registry of the change.

3. Restrictions on Domain Name Strings
In order to achieve the objectives described above, the company will limit registration to domain names associated with the company, its stakeholders and the community (eg. Service or event names).

4. Whois Accuracy
The registry believes that it is important to keep and publish correct Whois data; registrants will be required to provide and maintain accurate, complete and current Whois data. In addition, no Whois protection service of any kind will be allowed.

5. Content Restrictions
Website content under .gree domain names shall be exclusively related to the company, stakeholders and community. All content must uphold the trust and security of the community.

6. Registration Policy Compliance Dispute Resolution Policy
The registry will also develop a Registration Policy Compliance Dispute Resolution Policy so as to allow third parties to file complaints against purported violations of the policies. Complaints may be filed on at least the following bases:
- eligibility
- name selection
- content and use

Complaints may be filed to the registry directly, will be handled by the registry or a registry-appointed company.

After receiving a complaint, the registry or the appointed company will investigate claim. If the claim is valid, and depending on the nature of the violation, the complaint will be resolved by one or more of the actions from the following non-exhaustive list:
- working with the registrant to remedy the situation
- referral of the matter to the abuse point of contact
- suspending, deleting or locking the domain name in question

7. Draft Abusive Use Policy
The registry defines abuse as any activity that may harm the stability and security of the DNS and Internet, including, but not limited to:

- Illegal or fraudulent activities;
- Phishing;
- Pharming;
- Using or distributing malicious software (malware);
- Sending unsolicited bulk messages (spam);
- Posting, trading, or exchanging information that harms minors; and
- Posting information that is offensive to public order or morals.

The registry reserves the right to deny, cancel or transfer any registration or transaction, or place any domain name on lock, hold or similar status, at its sole discretion, to enforce the policy.

In addition, the registry intends to set up an abuse support window (abuse report form and abuse support window) for .gree operating 24 hours a day, 365 days a year to be able to provide prompt responses to abuse activities.

In case an abuse use is reported, the registry will promptly take appropriate measures in accordance with the suspension flow provided separately (Please refer to Question 28).


8. Uniform Rapid Suspension (URS) System
The Registry is committed to adopting and abiding by the URS System for trademark owners who seek a rapid system to take down domain names which infringe on their rights.

9. Uniform Domain Name Dispute Resolution Policy (UDRP)
UDRP is applicable to all .gree domain name registrations.

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.

.gree will comply with the applicable laws of Japan, as well as applicable ICANN consensus policies. As part of its responsibility as the registry operator of the .gree TLD, the registry will exercise due care to protect all information it receives from registrants or users through registrars, and will not disclose such information to any third party, with the exception of public Whois data.

The .gree registration policies only allow registrations by companies and not individuals. As such, the registry will publish on Whois all information required by ICANN as it regards all required information as public. The registry believes that it is important to maintain Whois data accuracy, and no Whois protection service of any kind will be allowed.

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

.gree is intended exclusively for the GREE community, company and its stakeholders. Therefore, the company will direct its outreach and communications efforts towards raising awareness of the .gree identity among Internet users. The company will also consider calling for GREE SNS community member participation registrations via the community and its corporate web site to encourage further development of the community. In addition, by consolidating GREE community related domain names under the .gree umbrella, GREE, Inc. hopes to gain mindshare of the .gree TLD among users, thereby contributing to the projected benefits stated above.

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