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

Prototypical answer:

gTLDFull Legal NameDetail

360 believes that the proposed .XIHUAN gTLD has the potential to offer two clear benefits to Internet users and consumers:

-- .XIHUAN can provide the unique and clear identifier in the gTLD space for the convenience of existing and future 360 users, in particular for
those who has become or has interest to become 360’s social network and link-sharing -collection service
-- .XIHUAN can help elevate 360’s overall business competency in the online marketplace and offer a higher level of user trust and confidence to 360 as well as to the Internet in general

What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?
As Internet and mobile technologies evolve, 360 continues to evaluate opportunities to distribute its products and services to its users in China and in the rest of the world. While 360’s intention of filing this application is to proactively preserving critical Internet naming resources as its core element of business competency in areas of social networking it is also important to recognize the following corporate goals at 360 posses -- Our goal is to enhance our position as the largest Internet and mobile security product and service provider and a leading Internet company in China and ultimately become a leading Internet company globally. To achieve our goal, we intend to:
-- continue to expand product and service offerings to grow user base and promote brand recognition and loyalty;
-- further monetize our large user base through open platforms;
-- continue to focus on R&D to enhance web-based Internet and mobile security technologies;
-- capitalize on the fast growing mobile Internet market;
-- selectively pursue international business expansion

The .XIHUAN gTLD is planned to be established as a cornerstone of these goals.

What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
As mentioned in previous section, 360’s intention of filing this application is to proactively preserving critical Internet naming resources as its core element of business competency, the success of the .XIHUAN TLD will not be measured and determined by the total number of domain name registered. Instead, it will be measured by the level of consumer recognition and confidence that is placed in .XIHUAN gTLD. It will be differentiated through its uniqueness as comparing to a purely generic term and the initial market eligible registrant it intends to serve, not on pricing, time-to-market, “shelf space” on registrar storefront, etc. The potential innovation of this TLD, based on a standard domain registry registration service as described in our replies to Q23~44, will be delivered through the proven success of 360 wide range of innovative and reliable services which has served more than 400 million users to this date. 360 believes the following strengths have contributed to our success and differentiate us from our competitors:
-- largest user base of Internet and mobile security products and services in China;
-- innovative pan-security solutions creating secure Internet access points;
-- strong monetization potential through open platforms;
-- leading Internet and mobile security brand in China;
-- leading cloud-based Internet technologies and strong R&D capabilities creating high entry barriers; and
-- seasoned management team with extensive industry knowledge and proven execution capabilities.

A .XIHUAN gTLD shall help elevate its existing market leadership to another level. However, any broader adoption of this competitive advantage will only be undertaken after 360 has confidence that the concerns of various government and law enforcement regarding ICANN’s new gTLD process are properly addressed to its satisfaction.

What goals does your proposed gTLD have in terms of user experience?
360 believes that the .XIHUAN gTLD will provide an enhanced experience for the hundreds of millions of consumers both domestically and internationally that use its online services. In addition to providing consumers with shorter, memorable, and intuitive domain names to help customer navigate the website, 360 envisions best in class safeguards to minimize any potential phishing, pharming, or spam that have plagued the customers of other internet portals or content providers.

360 will make sure that accurate and current domain name information is collected from the registrant readily available in connection with each .XIHUAN domain name. If a broader eligibility of registrant has determined at later stage and individuals or companies are eventually permitted to register domain names in the .XIHUAN gTLD, 360 will re-evaluate its policies at that time to ensure that its policies are in compliance with adequate policies best practices at that time.

Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
As documented in Section 18(a), during the Initial Period of operation, 360 is intending to restrict registration and use of domain names with the gTLD to limited number of eligible registrant. Because of this condition precedent, any registration and use requirements are more appropriately vested in these corporate⁄subsidiary agreements and not in a domain name registration agreement. 360 mark is a valuable brand whose protection is of paramount important, any registration and use (e.g. trademark quality control provisions) must vest in these other agreements.

Aside from these concerns, 360 will incorporate all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the terms and conditions of the domain name registration agreement. Based on ICANN Registry Agreement, 360 sets and enforces .XIHUAN registration policies. General Registry Policies will be developed and made available prior to launch of TLD. Such policy decisions, based on ICANN Registry Agreement and relevant industry best practices, include but are not limited to:
-- Registration eligibility requirements
-- Which registrars may become accredited and sell domains
-- Wholesale prices offered to registrars
-- Reserved names
-- Phased allocation (Sunrise, Landrush, etc.) of the domain space at the second and third levels
-- Dispute policies
-- Technical policies, including SRS security and access.

This .XIHUAN General Registry Policies pertain techno-operational policies in the following areas:
1. Domain Registrations (Domain Objects) and the .XIHUAN Zone File
2. Domain Contacts (Contact Objects) and WHOIS Service
3. Dispute Resolution Policies
4. Obligations of Registered Name Holders

The General Registry Policies provides the framework for the general operations of the .XIHUAN Registry. Other policies, such as the .XIHUAN Eligibility, Reserved Name Policies, Sunrise Policies and other relevant policies are described separately in other documents published at the .XIHUAN TLD registry Websites. Pricing and technical specifications are published for Accredited Registrars only and provided separately.

The .XIHUAN TLD registry is committed to maintaining the integrity of the data within the .XIHUAN Registry and to implement policies that deter infringements. The .XIHUAN TLD Registry adopts the Uniform Domain Name Dispute Resolution Policy (UDRP) for facilitating the resolution of disputes over the registration and use of a second-level domain name registered under the .XIHUAN Registry. All domain name registrations must submit to the mandatory proceedings commenced under UDRP, which is available for review at http:⁄⁄www.icann.org⁄dndr⁄udrp⁄policy.htm. Complaints under the UDRP should be submitted to an approved dispute-resolution service provider listed at http:⁄⁄www.icann.org⁄dndr⁄udrp⁄approved-providers.htm.

Beyond the UDRP, all domain registrations must also submit to proceedings commenced under formally adopted dispute policies as set forth by 360 from time to time and published on the .XIHUAN TLD registry Website(s). Such dispute policies will take effect at the time they are announced on the .XIHUAN TLD registry Website(s), with or without prior notice to registrars or registrants.

Such dispute policies may include for example, but not limited to, expedited processes for suspension of a domain name by claims sought by intellectual property right holders (URS), Internet engineering and security experts or other competent claimants in the purpose of upholding the stability, security and integrity of the .XIHUAN Registry. Dispute policies may also include for example challenge processes adopted by the .XIHUAN Registry for special programs when occurred.

Moreover, based upon 360’s commitment and established track record in providing a safe eco-system for businesses and individuals, 360 intends to provide best in class safeguards that will evolve over time.

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

360 will conform with section 1.8.6 of ICANN Registry Agreement:
Registry Operator will: 1) implement appropriate measures to avoid abuse of this feature (e.g., permitting access only to legitimate authorized users); and 2) ensure the feature is in compliance with any applicable privacy laws or policies.

Meanwhile, 360 is committed to user privacy protection and has adopted a comprehensive privacy policy which is available online at http:⁄⁄www.360.cn⁄privacy⁄v2⁄xuyan.html (in Simplified Chinese). 360 also recognizes that gTLD registrant user privacy protection is an evolving area of law in which there is no international standard, the measures for protecting the privacy and confidential information of registrants or users will be developed based on industry best practice such as Registrar Accreditation: Model Privacy Policy provided by ICANN (see http:⁄⁄www.icann.org⁄en⁄registrars⁄model-privacy-policy.htm)

Nevertheless, 360 as a registry operator shall take reasonable steps to protect personal data from loss, misuse, unauthorized disclosure, alteration or destruction. 360 as a registry operator shall not use or authorize the use of personal data in a way that is incompatible with the notice provided to registrar(s) registrant(s). Personal data shall refer to all data about any identified or identifiable natural person. 360 as a registry operator will not make commercial use of, or collect, traffic data regarding domain names or non-existent domain names for purposes such as the determination of the availability and health of the Internet, pinpointing specific points of failure, characterizing attacks and misconfigurations, identifying compromised networks and hosts, and promoting the sale of domain names.

Publicly available registrant information such as WHOIS service is intended only for query-based access. Specific WHOIS access policy is listed within the general registration policy.

Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
While 360 sees the potential for this gTLD to serve as a cornerstone for its future online strategic initiative, and consider it a critical element of its business competency, there are still a number of unanswered questions concerning consumer recognition, security and stability, and broader industry adoption of new gTLDs within the marketplace that must be satisfactorily answered first. Once these concerns have been answered to 360’s satisfaction, 360 is committed to making prominent use of the .XIHUAN gTLDs in printed and online material as well as across its network of websites, affiliates, and partners. As of end of 2011, 360 has over 46 Millions USD annually spending on selling and marketing. 360 is expecting to allocate adequate resource on marketing and branding of .XIHUAN TLD when appropriate.

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