18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
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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 .aeg gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Electrolux also seeks to foster the online reputation of the AEG brand and provide an authoritative internet space through which Electrolux 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. 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 .aeg gTLD will make positive contributions to the wider internet community by providing:
DIFFERENTIATION (INCREASED TRUST):
The .aeg gTLD will simplify how internet users interact with Electrolux and the AEG brand by providing a distinctive domain space. Internet users will be able to directly navigate to the .aeg gTLD site, saving time and resources searching for an official site. 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. Electrolux can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .aeg domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .aeg domain space, which will differentiate interaction between internet users and Electrolux.
The differentiation of .aeg gTLD as a trusted site for Electrolux will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internets users will be encouraged to interact with domain names under .aeg domain space. As a result, .aeg will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .aeg 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.
With the expansion of the internet community, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses 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. Electrolux has the ability to create second or third level domain names, including the use of geographic names and IDNs, on demand which are relevant to its customer base, services and products, such as proclean.aeg. Electrolux 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.
The proposed .aeg gTLD will provide positive user experience, which meets the changing and growing needs of the global internet community. Electrolux will maintain control over the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by Electrolux. Therefore, .aeg gTLD will:
- provide an easy and intuitive reference and access point for internet users such as proclean.aeg;
- represent authenticity thus promoting user confidence;
- direct internet users to relevant information in a timely manner by creating domain names on demand;
- use IDNs to enable customer to interact directly in their native language;
- use geographic names 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 reputation and user confidence by eliminating user confusion; and
- prevent potential abuses in the registration process reducing overall costs to businesses and users.
The .aeg gTLD 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 .aeg 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 Electrolux will be eligible to register domain names in .aeg, at this stage. The domain name registration processes will address the requirements mandated by ICANN, including rights abuse prevention measures. As the use of the .aeg gTLD expands and evolves, Electrolux may consider expanding the .aeg gTLD’s registration process at a later date, to encompass the use of the .aeg gTLD by license holders of the AEG brand. Such expansion processes will comply with all policy, operational and technical requirements and will adhere to applicable measures to protect customer trust and the stability of the internet. Electrolux will keep ICANN reasonably informed of any material developments relating to the .aeg gTLD.
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.
Electrolux 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. Electrolux complies with all relevant requirements and industry standards. All employees, officers and Board members of Electrolux (and the affiliate entities within the Electrolux Group) comply with all applicable laws, rules and regulations in all business activities.
Electrolux will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Electrolux and its users interacting with Electrolux 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 .aeg gTLD.
Electrolux already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access.
- Electrolux takes great care to protect personal information. Any information provided to Electrolux online is securely protected. Electrolux uses Secure Sockets Layer protocols, the strongest form of encryption. The use of these protocols ensures that there is no authorized access to information held by Electrolux. it extremely difficult for anybody else to gain access to our information.
- Where transfer of information is involved from Electrolux servers to the mainframe computers, Electrolux uses its best endeavours to ensure that this is done securely. Access to Electrolux mainframe computers is protected by a number of firewall security systems to prevent unauthorised access. In addition this website carries an Internet Detection System to monitor potential privacy and security threats.
- Any information stored on Electrolux systems is protected from unauthorised access by the use of a number of security procedures including user passwords. All of Electorlux personnel are trained in the use of all of Electrolux’s security procedures.
Electrolux 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 .aeg 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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