18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
|gTLD||Full Legal Name||Detail|
|.taxi||Taxi Pay GmbH||View|
GOALS, AREAS OF SPECIALITY, SERVICE LEVELS & REPUTATION
Inherently, the mission statement and the targeted audience as defined and described in question 18(a) strongly indicate the area of specialty the new gTLD .taxi is focusing on. The overall goal in terms of specialization is to establish and maintain a clear-cut focus on issues concerning the taxi community. We are fully aware of the fact that a variety of subtopics can be subsumed under this category. This is due to the varicolored and diverse shades of professions in this field and the formidable size of the topics themselves. Consequently, we expect to have a gray area of topics that might be only partially covered by the mission statement and that it is impossible to find and apply axiomatic rules that can adjudicate on every particular case. However, the goal has to be to diminish such cases to an absolute and inevitable minimum and at the same time maximize quality for the vast majority of topics. Additionally, we as the registry operator do not see our role as content discriminators as long as the overall mission and the registry agreement are maintained. Simultaneously, we completely commit ourselves to the community approach. In terms of service levels that the new gTLD .taxi will add, we expect two effects to occur. At first, we believe that with increasing penetration, the new gTLD will more and more become a label added to the second level domains. In fact, already today only two aspects of a website can indicate any information to the user about that site before even before visiting it: the second level and the top level domain. Whereas the second level domain can be defined at the registrant’s discretion, it will most likely testify something about the content a user will find on the respective website. However, this must not always be the case. A second level domain can also composed of imaginary terms or worse, fake and obscure words. A top level domain such as the proposed string .taxi however, cannot be altered by any registrant and will therefore remain the same for all second level domains in the zone. In coherence with thorough marketing measures promoting the gTLD .taxi as a quality label, the internet user can judge the content quality of a website. With the help of a joint mission statement, registration policies and a code of conduct, we believe that the label .taxi will indicate quality, security and reliability of information. The user will develop a maximum sense of trust towards .taxi websites and therefore be more likely to visit them when finding the need for information on the taxi community. As the element of trust also becomes more and more important for search engine operators such as Google or Bing, this development will also lead to a preferred status of .taxi websites in search results and consequently in a higher ranking, we assume. This has several implications for the reputation of registrants and their respective websites. On the one hand, registrants can now label the first user touch point of their website – the domain – with a gTLD that symbolizes trustworthiness, credibility, and accuracy. On the other hand, internet users are able to identify a valuable website without even visiting it, just by indication of the gTLD itself. The interaction of registrants and internet users enabled by a top level domain .taxi is largely oriented towards the similar effects of brands. Therefore, it is fair to say that the gTLD .taxi will certainly become an established brand or signet that websites have to qualify for. It will then hold true that if a website is assigned with the signet .taxi, it offers trustworthy and reliable information to the internet user.
EXCLUSIVE VALUE ADDED TO THE CURRENT DOMAIN SPACE
The introduction of the new gTLD .taxi does not necessarily create an entirely new competitive environment – it rather enhances and facilitates healthy competition amongst direct members of the taxi community, as defined in question 18(a). As mentioned before, internet users will be able to quickly identify and classify information presented among the namespace of the proposed gTLD .taxi. This may create a new competitive environment on an international level, given that all taxi brands worldwide will be united under one gTLD .taxi. However, the taxi industry is a very traditional industry with not only a strong national and regional focus regarding direct competition, but also a currently low online profile. Whereas many European taxi offices generally dispose of a second level domain, this is only true for the minority of taxi companies or individual entrepreneurs – hindering competition on the level of small businesses and making them largely dependent on larger offices and organizations. The gTLD is intended to serve the community as a whole. It has the ambition to become a label, brand, or signet which needs registry and the entirety of registrants pulling together in the same direction. To ensure this, we believe that the establishment of competition among all registrants applying for a .taxi gTLD will add quality to the namespace itself and the internet as a whole, which will then again benefit all internet users. As the gTLD will be on the one hand a sign of quality and reliability for internet users, it will on the other hand have positive effects for the respective website owners in terms of rising visits, higher publicity, and possibly an increase in revenue. Therefore, every .taxi website operator will strive for a high availability and impeccable quality of content type, information quality, and service availability. By doing so, they can make sure to remain eligible for receiving the signet .taxi.
As mentioned before, by introducing the new gTLD program, registry operators for the first time in internet history are able to offer a top level domain as a quality differentiation criterion. Differentiation by top level domain name adds value for both the target group (described in 18(a)) and internet users. It is commonly known that a product or service offering is in strong need for competitive differentiators and unique selling propositions in order to distinguish itself from competitors and achieve sustainable success. Website providers with content covering taxi-related topics will from then on have the chance to differentiate their offering from others via the unique label .taxi. This becomes especially important on the internet for two reasons. First, the individual internet user independently searches for such information and usually does so when in need of quick and safe transportation has usually already arisen. The user’s time to judge the quality and reliability of the found content then is limited. Second, websites requiring personal data and possibly even confidential credit card information are increasingly in danger of becoming victim to phishing attacks from online criminals at the cost of the potential or actual taxi transportation consumers. Therefore, the quality-controlled environment of a .taxi gTLD will avoid all such problems by highlighting and differentiating between all website operators that commit to the concept.
As some aspects that have already been described earlier also enhance user experience, they will at first be briefly repeated before focusing on one or two new aspects. As mentioned before, we expect to help centralizing issues of interest and relevance for the taxi community on the internet and therefore aim to create a label or brand that offers the user a one-stop shop approach towards all facets of such topics. Accompanying effects will be the effect of higher trust for .taxi-labeled websites, the first-time possibility to evaluate website content quality before even visiting the respective site, and the assurance of quality, security and reliability of information. A new aspect of enhanced user experience concerns the group of taxi professionals as beneficiaries of the .taxi gTLD. From experience, we know that organizations and individuals belonging to such professions usually follow a very conservative approach towards information policies. As they operate in a traditional industry with almost no direct connection to the online world, this fact is not astonishing at all. However, especially this field is also heavily driven by persona relations and professional networks, which crucially rely on a continuous exchange of information. We believe that the gTLD .taxi can play a vital role in connecting professionals and encouraging communication. This is due to the fact that professionals will also identify the assured quality, reliability, and security of information provided and therefore more easily publish their information or engage in discussion forums for example.
REGISTRATION POLICIES & PROTECTION OF PRIVACY
Only TaxiPay GmbH is in charge of defining clear, comprehensible, transparent and justifiable content boundaries. As such, TaxiPay GmbH will establish and maintain a holistic framework of requirements necessary to ensure controlled and well-regulated operations. Additionally, when considering dispute cases, we also think about integrating a third party as dispute resolution provider. Its task would be assessing the alignment of website content with the requirements raised in the mission statement, the registration policies and the code of conduct. At third, the community itself benefits from the establishment of a new gTLD .taxi and can therefore exploit global innovation processes. The former regionally-organized community parts will set out further, using synergies existing through the internet and their connector .taxi to expand and strengthen the common ground between each other. In order to ensure that all goals set in this document will be achieved after go-live, TaxiPay GmbH will establish a registration policy that determines the conditions a registrant can register a domain. Consecutively, the intended registration policies as well as their proposed outcome are described. First, an applicant for a .taxi second level domain has to submit roof of his or her affiliation with the taxi industry to the desired registrar. This process does not involve any formalities on the side of TaxiPay GmbH except an official document, such as a taxi license or a commensurate certificate of registration stating the purpose of the company and aligning it with a strong affiliation to the taxi community. This step is absolutely necessary and favors almost all goals directly or indirectly for the following reason. A validation agent on the side of TaxiPay GmbH will, in the event of disputes over registrations, manually check the required proof of affiliation in order to ensure the quality of this process, during which only relevant information is acquired from the registrant and data security is always in compliance with relevant laws and data security regulations. Therefore, outsourcing this activity to a third party would only harm the goal of assuring quality, security and reliability of information, especially as no costs will ever occur for the registrant. This procedure directly supports the goal of maintaining a target group solely consisting of members from directly and indirectly related taxi professions. Each applicant for a new .taxi second level domain will have to provide proof of being an eligible member of the community (please refer to question 20 for further details on eligible professions and organizations). Consequently, the TaxiPay GmbH has automatic and in some cases manual verification mechanisms in place (as described above). This supports the community approach providing a platform for safe and secure information addressed to both beneficiary groups, professionals and all internet users. Second, applicants will have to obligate themselves to strictly follow a Code of Conduct (CoC). The CoC will consist of a generic and a taxi-specific part. The generic part covers topics as following
- Second level domain name registration must not infringe upon the rights of others
- Second level domain name registration must not violate trademark (or any other) rights of others
- Second level domain name registration must not, in any case, violate national and international laws
- Neither second level domain name nor content published under it can contain explicit or implicit pornography, violence glorification, political or religious extremism (including but not necessarily limited to fascism, Islamism, etc.)
- The registrant has a legitimate interest in the domain name
- The registrant does not act in bad faith
- The registrant and all respective activities must abide national and international laws
- The registrant agrees that in dispute cases, the verdict of a third party dispute resolution provider (such as a community audit, and according to ICANN’s dispute resolution processes) is binding
The taxi-specific part covers topics as following
- The registrant only publishes content relevant for taxi-related issues or indicating a strong connection towards it
- The registrant provides platforms for user-generated content only relevant taxi-related issues or indicating a strong connection towards it
- The registrant verifies all content that is published in his responsibility and thereby ensures quality fulsomeness and correctness in all conscience
- The registrant agrees that in dispute cases, the verdict of a third party dispute resolution provider (in accordance with ICANN’s dispute resolution processes) is binding
Besides, a particular domain name can only be registered if
- The name has not been registered yet
- The name is not reserved or blocked
- The name fulfills the technical and lexical requirements
- The name demonstrates a clear connection to the name or occupation of the registrant
Third, the applicant has to agree that a violation against any of the policies of the registration agreement may result in the loss of the registered domain. Fourth, TaxiPay GmbH will act upon request or complaint on the basis of the registration policies. Moreover the answers provided to questions 27 “Registration Lifecycle”, 28 “Abuse Prevention and Mitigation” and 29 “Rights Protection Mechanisms” describe more clearly in which cases TaxiPay GmbH will proactively agitate in means of supporting the goals listed above. Regarding measures of privacy and⁄or confidential information protection, we intend to adhere to all standards already set by other registries.
OUTREACH & COMMUNICATION
The TaxiPay GmbH has a great interest in transforming the project into a community success. First and foremost, we hope that our ambitious goals can be reached and the community members accept this revolutionary approach towards topic clustering and trust on the internet. Thus, TaxiPay GmbH feels that it is necessary to carefully lead the constituents of the taxi community onto a new level of communication, starting out by focusing strongly on classic above-the-line measures of direct marketing. We know that a reliable, transparent and consistent communication strategy over a long period of time is necessary in order to activate early-adopters and multipliers. Therefore, we plan to create an explanation of advantages of this project and carry out a steadily-timed communication plan, largely basing our communication on print media. During the start-up phase of the gTLD .taxi, we are planning to send out a print pamphlet to all members of our group of supporters (as described in question 20), large professional associations, i.e. the International Road and Transport Union (IRU), other important national taxi organizations, as well as all of their constituents down to a level of taxi offices. We also plan to send out yearly updates on important changes or announcements regarding the gTLD .taxi and updates on the development of the taxi community. Based on our own experience, we know that personal networking is a crucial factor for success within the taxi community. We therefore plan to supplement our classic marketing campaign with an informative roadshow throughout the most significant organizations and associations of the taxi community, mainly comprised of the group of our supporters (as described in question 20), but also large professional associations, i.e. the International Road and Transport Union (IRU). In the past two years, TaxiPay GmbH has also earned great awareness within the German market by using the means of public relations. We intend to continue following this path by focusing our PR activities on major business publications, both in Germany, the origin of the gTLD .taxi (i.e. “Wirtschaftswoche”, “Handelsblatt”), and internationally (i.e. “The Economist”, “Financial Times”), as well as targeting relevant and taxi-specific publications – also on a national and international level. Furthermore, we take an active part at fairs, conferences and conventions and the like to present the .taxi topic to a broad audience.
Similar gTLD applications: (2)
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