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

Prototypical answer:

gTLDFull Legal NameDetail
.ubsUBS AGView

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 .ubs gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. UBS also seeks to foster its online reputation as a bank and provide an authoritative internet space through which UBS is able to communicate with its customers securely, 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 .ubs gTLD will make positive contributions to the wider internet community by providing:


DIFFERENTIATION (INCREASED TRUST):

The .ubs gTLD will simplify how internet users interact with UBS by providing a distinctive domain space. Internet users will be able to directly navigate to the .ubs gTLD site, saving time and resources searching for an official site. The .ubs gTLD will provide simple and secure access for UBS’s clients, prospective clients and stakeholders to information about UBS and its products and services. 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. UBS can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .ubs domain space. With the proposed .ubs gTLD, internet users can be assured that the information provided under UBS’s websites are genuine and that its internet banking services are secure and safe to use. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under the .ubs domain space, which will differentiate interaction between internet users and UBS.


COMPETITION:

The differentiation of the .ubs gTLD as a trusted site for UBS 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 .ubs domain space. As a result, .ubs will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .ubs gTLD 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 the existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as UBS who work across many different jurisdictions and geographical markets. 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. The .ubs gTLD is a necessary asset for UBS to protect its strong and well-established brand from such infringers. With the proposed .ubs string, UBS will be able to develop its UBS brand with the ability to create second or third level domain names which are relevant to its customer base, services and products. UBS will have increased flexibility and control in the creation of more memorable marketing domain names under the .ubs domain space. UBS 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 .ubs gTLD will provide a positive user experience, which meets the changing and growing needs of the global internet community. UBS 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 UBS. Therefore, the .ubs gTLD will:

- provide an easy and intuitive reference and access point for internet users to information about UBS and its products and services;

- provide UBS with increased flexibility and control for creating memorable marketing domain names relevant to its products and services;

- represent authenticity thus promoting user confidence;

- direct internet users to relevant information in a timely manner by creating domain names on demand;

- 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 for UBS’s clients, prospective clients and stakeholders by implementing necessary technical and policy measures;

- strengthen brand reputation and user confidence for its internet banking services by eliminating user confusion; and

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


The .ubs 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 .ubs 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 UBS will be eligible to register domain names in .ubs 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.

UBS 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 Data Protection Act 1998 (UK) and the Federal Data Protection Act 1990 (Germany).

Privacy is of fundamental concern to UBS’s customers as such UBS has a strong interest in ensuring a high level of privacy protection for its customers. As one of the world’s largest financial services organisations, UBS has implemented its own privacy statement to demonstrate its commitment to the protection of user privacy and confidential information. UBS’s privacy statement covers the following areas –

- Collection of information: UBS will only use personal data collected for the purposes of technical administration and the research and development of its websites as well as customer and user administration and marketing.

- Storage of information: All electronic messages sent to and from UBS are automatically retained in a distinct journaling system which preserves the evidential weight of the emails and are protected by adequate legal, technical and organisational measures.

- Disclosure of information: UBS will only disclose the personal information collected to its employees, agents and affiliates that perform services for UBS.

- Security measures: UBS uses technical and organisational security measures in order to reasonably protect personal data against unauthorised access, accidental or intentional manipulation, loss and destruction.

- Minors: UBS does not seek to collect personal data from individuals under the age of 18.


As the .ubs gTLD will only be available to affiliate entities of UBS, 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. UBS 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, UBS 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.

UBS will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both UBS and its users interacting with UBS 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 .ubs gTLD. UBS already implements all security measures it considers relevant and applicable to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include the use of passwords for its clients accessing their private information.

UBS 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 .ubs domain space.


18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.

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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