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 .monster gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Monster also seeks to foster its online reputation and continue positive consumer and media attention and recognition of the ‘Monster’ brand, which was first made popular 34 years ago. Monster aims to provide an authoritative internet space through which Monster 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 .monster gTLD will make positive contributions to the wider internet community by providing:
DIFFERENTIATION (INCREASED TRUST):
The .monster gTLD will simplify how internet users interact with Monster by providing a distinctive domain space that will benefit from the conciseness, brevity and ease of use of the .monster domain space. Internet users will be able to directly navigate to the .monster gTLD site, saving time, energy 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. Monster can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .monster domain space thus reducing the risks to customers caused by domain squatting and brand infringement. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .monster domain space, which will differentiate interaction between internet users and Monster.
The differentiation of the .monster gTLD as a trusted site for Monster 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 .monster domain space. As a result, .monster will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .monster 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 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 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 together with different requirements for domain name registration in different TLDs. This problem is amplified for organisations such as Monster 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. Monster has the ability to create second or third level domain names including the use of geographic names on demand which are relevant to its customer base, services and products. Monster anticipates that the new .monster gTLD will provide an opportunity for Monster to utilise the availability of desired names to address its evolving business needs. Monster 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. As such Monster will be providing greater consumer choice and will ensure users that the name they are requesting is directly associated with Monster, its brands and products.
The proposed .monster will provide a positive user experience, which meets the changing and growing needs of the global internet community. Monster 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 Monster. Therefore, .monster gTLD will:
- provide an easy and intuitive reference and access point for internet users;
- represent authenticity and assurance that the domain names are directly associated with Monster thus promoting user confidence;
- direct internet users to relevant information in a timely manner by creating concise and easy to use domain names on demand;
- 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 (such as domain squatting and brand infringement) 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.
As the new .monster gTLD expands and evolves, Monster may consider offering the use of second level domain names to its customers and partners within the entertainment industry at a later date. Monster will continue to maintain control over the use of such domain names. In this endeavour, Monster will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Monster will keep ICANN reasonably informed of any material developments relating to .monster gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.
The .monster 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 .monster 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 Monster will be eligible to register domain names in .monster 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 .monster gTLD expands and evolves, Monster may consider expanding the use of .monster gTLDs at a later date to allow Monster retailers and consumers to have a customized Monster domain. 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.
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.
Monster 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 but not limited to compliance with the Children’s’ Online Privacy Protection Act 1998 (US).
Monster will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Monster and its users interacting with Monster 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 .monster gTLD. Monster already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include:
- the use of secure sockets layer technology (SSL);
- secured networks;
- storage of servers in locked rooms;
- strict password policy requirements;
- (Rivest, Shamir, Adleman) RSA tokens (a public key cryptography algorithm);
- perimeter firewalls;
- intrusion detection;
- file integrity monitoring;
- the use of Wi-Fi protected Access (WPA)⁄ (pre-shared key)PSK for wireless security; and
- daily backups with off-site secure storage.
Monster 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 .monster domain space.
18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.
The .monster 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. Initially, Monster intends to actively promote its use of .monster online to its existing customers and business partners in the consumer electronics and entertainment industries.
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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