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

Prototypical answer:

gTLDFull Legal NameDetail
.melbourneThe Crown in right of the State of Victoria, represented by its Department of Business and InnovationView

GOAL OF THE .MELBOURNE TLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION

The goal of the .melbourne gTLD is to encourage innovation and growth, underpinned by business viability, best practice and the strength of the Melbourne brand, through the creation of a domain space dedicated to Melbourne, Victoria, Australia. The unique domain space will provide internet users with easier access to valuable geo-specific content, products, information and services related to and linked with Melbourne. It will also allow registrants and government bodies a clearer, more cohesive branding message in the online environment and a new opportunity to market their message to consumers in a user friendly online space. Further, it is hoped that the creation of a locality-specific internet space will increase the service levels, relevance and accuracy of information that is available to the broader community of internet users, thus contributing towards a more trusted and positive user experience.

ANTICIPATED CONTRIBUTION TO THE CURRENT SPACE

It is anticipated that the proposed .melbourne gTLD will make positive contributions to the wider internet community by providing:

Competition:
The differentiation of the .melbourne gTLD as a space dedicated to businesses, organisations, individuals and government bodies connected to Melbourne, Victoria may drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust and relevance in their TLDs. The .melbourne gTLD will encourage internet users to interact with domain names under .melbourne domain space to look for products, services and information from businesses, organisations, residents, communities and government bodies with a connection to Melbourne. There is currently no online space that is specifically targeted at Melbourne or devoted to the needs of Victorian residents. The benefits of the proposed .melbourne gTLD will be distributed not only to consumers located in Melbourne, but to the internet community at large forcing improved services and competitive pricing in the market place for domain name registrations.

Innovation:
With the expansion of the internet community, the existing gTLD structure presents limitations, in particular in terms of the ability for registrants to register relevant domain names. These limitations are reflected in the difficulties in registering appropriate domain names, as well as determining authentic and relevant information provided by government bodies, businesses, communities, organisations and residents with a connection to Melbourne, Victoria, Australia. The .melbourne gTLD intends to overcome these limitations by providing an online space dedicated to locality-specific information through the registration of second level domains by eligible registrants, as specified in the registration policy. The .melbourne gTLD will present an internet space in which businesses, communities, organisations and government bodies can create domain names that are relevant to their respective customer, member or constituent base, services and products. .melbourne gTLD will provide a geo-specific online identity to eligible registrants, with eligibility criteria different from those applied in the current .au ccTLD or other domain spaces, addressing the currently unmet needs in the domain name system in terms of consumer choice.

Differentiation (Increased trust):
The .melbourne gTLD will simplify how internet users interact online with Victorian residents by providing a distinctive domain space that specifically targets the States’ residents and is devoted to their needs. Internet users will be able to directly navigate to .melbourne gTLD sites, saving time and resources searching for reliable and relevant sites. 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. The .melbourne gTLD can address some of these vulnerabilities by maintaining a simple yet efficient degree of control over the domain names registered under the .melbourne domain space by requiring that registrants warrant their eligibility in accordance with the registration policy. The .melbourne gTLD will provide greater user confidence in the information provided on the dedicated .melbourne online space, as the registration policy will require that registrants meet the eligibility criteria and refrain from using domain names in manner that is unlawful or inconsistent with the mission and purpose of the .melbourne gTLD. Internet users will be able to rely on the relevance of the domain names and accuracy of information under the .melbourne domain space, which will differentiate interaction between internet users and the registrants under the .melbourne gTLD.

GOALS OF THE .MELBOURNE TLD IN TERMS OF USER EXPERIENCE

The proposed .melbourne gTLD will provide a positive user experience which meets the changing and growing needs of Melbourne and Victorian residents and the broader internet community. Registrants will be required to warrant their eligibility to register domain names in accordance with the registration policy and that their use will be consistent with that policy and the mission and purpose of the TLD, thus deterring abusive registrations. Therefore, the .melbourne gTLD will:
provide an easy and intuitive reference and access point for internet users, enabling them to easily locate relevant information made available by government bodies, businesses, organisations, communities and groups connected to Melbourne, Victoria, Australia;
represent legitimacy, since registrants will need to identify and warrant themselves as possessing an address within the State of Victoria, thus promoting user confidence;
direct internet users to relevant information in a timely manner by providing a dedicated domain space specifically targeted at Melbourne, Victoria;
enhance security and minimise security risks by implementing necessary technical and policy measures and offering rapid resolution of complaints;
strengthen brand reputation by offering the government a new communication infrastructure and user confidence by eliminating user confusion; and
reduce potential abuses in the registration process, via the application of eligibility criteria, and overall costs to businesses and users.

The .melbourne gTLD will 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 .melbourne gTLDs eligibility requirements 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.

.MELBOURNE REGISTRATION POLICIES IN SUPPORT OF THE ABOVE-LISTED GOALS

Key provisions of the proposed registration policy are described below.

Only eligible registrants will be able to register second level domain names in the .melbourne gTLD. Applicants must possess an address in the State of Victoria, Australia in order to register domain names. Registrants will be required to warrant their satisfaction of the eligibility criteria and provide a Victoria, Australia address or business registration number in order to register domain names. Ineligible registrations are considered abusive and thus fall within the scope of the Anti-Abuse Policy, which is provided in the response to Question 28.

The DBI will launch the .melbourne gTLD in several phases, including two sunrise rounds, as set out in the registration policy and described in more detail in Question 18(c), below. This approach will provide an opportunity for trademark holders, government bodies and businesses meeting the general and sunrise eligibility criteria to register domain names. Thereafter .melbourne will be open for registrations from all eligible registrants, first during a landrush period with competing applications resolved by auction, and then in general availability on a first-come⁄first-served basis. The domain name registration processes in the proposed new gTLD will address the requirements as mandated by ICANN, including but not limited to, minimum rights abuse prevention measures such as the use of the Trademark Clearinghouse. Launch and rights protection mechanism implementation is described in detail in the response to Question 29.

Domain names may be registered for a term between 1 and 10 years as per ICANN´s requirements. Upon expiry of the domain name, the Registry will auto-renew the domain name for a one year term unless the registrant submits its intention not to renew the domain name.

The registration policy will stipulate that domain names will need to meet certain standard technical criteria, such as being less than 63 characters long. Registrants will be required to use the domain name in a manner which does not contravene relevant legislation in Victoria and Australia. Furthermore, the domain name must not be used in a way that is inconsistent with the mission and purpose of the .melbourne gTLD.

DBI will prepare a list of reserved domain names that is consistent with Specification 5 of the Registry Agreement and which also limits registration of government body names. In addition, DBI will not initially allow registrations of domain names for:
One character labels;
2nd level labels utilised in Australia’s ccTLD, .au; and
names restricted by State or Commonwealth legislation in Australia.

Registrants will be required to use .melbourne domain names in a manner that does not contravene relevant State and Commonwealth legislation in Australia. Furthermore, the domain name must not be used in a way that is inconsistent with the mission and purpose of the .melbourne gTLD.

If registrants are found in breach of the terms and conditions in the registration policy, the registry will be able to exercise the right to suspend or cancel the registration of the domain name.

MEASURES FOR PROTECTING PRIVACY OR CONFIDENTIAL INFORMATION OF REGISTRANTS OR USERS

DBI is committed to the protection of privacy and confidential information in accordance with the mission and purpose of the .melbourne gTLD, fostering increased consumer trust through providing a safe, user friendly and valuable geo-located 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 Privacy Act 1988 (Australia), the National Privacy Principles (Australia), the Information Privacy Act 2000 (Victoria) and its related privacy principles. The .melbourne gTLD will develop a privacy policy and practice intended to protect the personal data of its registrants and internet users. The .melbourne gTLD and its privacy policy will comply with the Specification 9, subsection 1(e), of the Registry Operator Code of Conduct contained within the Registry Agreement.

DBI 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, DBI 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.

The .melbourne registry will deploy Domain Name System Security Extensions (DNSSEC), which is intended to benefit both DBI and users interacting with the .melbourne gTLD online. DNSSEC provides additional security by validating information in 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 .melbourne gTLD.

Further, DBI will comply with all security measures, 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 .melbourne domain space.

OUTREACH AND COMMUNICATIONS

The proposed new .melbourne gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community as a space dedicated to businesses, residents, community groups, organisations and government bodies linked to Melbourne, Victoria, Australia. Outreach and communication activities will focus on the achievement of the following primary objectives:
overall awareness of the new .melbourne domain space within key stakeholders and target audiences;
end-user awareness and utilisation of the .melbourne gTLD; and
registrar engagement, uptake and sell-through.

The following marketing disciplines, targeted at both individuals and businesses within the Melbourne region, will form the basis of the .melbourne launch marketing activity:
above the line advertising, including awareness and value-based messaging within print and outdoor mediums;
Public Relations targeting major daily newspapers, online, broadcast and social media channels;
event sponsorship supporting the mission and purpose of the .melbourne gTLD as the domain name of choice for Melbourne’s consumer and business community; and
registrar engagement, including co-operative marketing initiatives.

Launch marketing activities will also feature the allocation of a small number of premium .melbourne domain names to high-traffic online properties owned and managed by the City of Melbourne. Following launch, marketing activities will shift focus from awareness to the empowerment of the Registrar sales channel.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.sydneyState of New South Wales, Department of Premier and CabinetView