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

Prototypical answer:

gTLDFull Legal NameDetail
.lefrakLeFrak Organization, Inc.View

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 .lefrak gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. LeFrak also seeks to foster its online reputation and provide an authoritative internet space through which LeFrak is able to communicate with its customers directly and effectively. The ability to create domain names on demand related to specialty real estate services and products, as well as specific marketing, supports these goals. The anticipated benefits for LeFrak’s reputation will be to further strengthen its responsible corporate presence in the communities in which it serves, lives and works. 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 .lefrak gTLD will make positive contributions to the wider internet community by providing:
Differentiation (Increased trust):
The .lefrak gTLD will simplify how internet users interact with LeFrak by providing a distinctive domain space. Internet users will be able to directly navigate to the .lefrak 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. LeFrak can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .lefrak domain space. The .lefrak gTLD will provide an authentic and secure online platform for LeFrak to deliver targeted services and content to its customers. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .lefrak domain space, which will differentiate interaction between internet users and LeFrak.
Competition:
The differentiation of .lefrak gTLD as a trusted site for LeFrak 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 .lefrak domain space. As a result, .lefrak will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .lefrak 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. 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 new .lefrak gTLD will allow LeFrak to create and control a global online platform to increase awareness and visibility of its products and services. LeFrak has the ability to create second or third level domain names on demand, including the use of real estate development, management and investment products and services, which are relevant to its customer base. LeFrak 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 .lefrak will provide a positive user experience, which meets the changing and growing needs of the global internet community. LeFrak 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 LeFrak. Therefore, the .lefrak gTLD will:
-provide targeted online services and content to customers;
-provide an easy and intuitive reference and access point for internet users;
-create second level domain names for LeFrak’s real estate products and services;
-strengthen brand reputation and user confidence by eliminating user confusion;
-represent authenticity thus promoting user confidence;
-direct internet users to relevant information in a timely manner by creating domain names on demand;
-potentially 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; and
-prevent potential abuses in the registration process reducing overall costs to businesses and users.
The .lefrak 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 .lefrak 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 LeFrak will be eligible to register domain names in .lefrak 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.
LeFrak 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 Children’s Online Privacy Protection Act (USA), the CAN-SPAM Act (USA) and the Computer Security Act (USA). LeFrak has also implemented its own privacy policy, which complies with all relevant privacy laws and regulations, including the above, to demonstrate its commitment to the protection of user privacy and confidential information.
As the .lefrak gTLD will only be available to affiliate entities of LeFrak, 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. LeFrak 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, LeFrak 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.
LeFrak will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both LeFrak and its users interacting with LeFrak 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 .lefrak gTLD.
LeFrak already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include: firewalls, SSL, data encryption, digital certificates, intrusion prevention, application monitoring and vulnerability scanning.
LeFrak 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 .lefrak 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. Further details on the scope of the media plan will be provided prior to the launch.
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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gTLDFull Legal NameDetail