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

Prototypical answer:

gTLDFull Legal NameDetail
.dubaiDubai eGovernment DepartmentView

BENEFITS OF THE .DUBAI TLD

The six main beneficiaries who will gain advantage from the .dubai TLD are:

1. Entities affiliated with the Dubai Government: including government departments, authorities and foundations of the Emirate of Dubai. These entities will be eligible to register domain names that are related to their executive functions. Through the creation of the .dubai TLD, the greater availability of desired domain names will provide government-affiliated entities with the opportunity to promote their services and the Emirate of Dubai using appropriate, more succinct domain names leading to more direct, intuitive navigation.

The .dubai TLD will benefit government-affiliated entities by allowing them to leverage the TLD’s unique online identity and effectively communicate their vision, values and services, while emphasising their affiliation with the Emirate of Dubai as well as with the government of Dubai. This benefit will promote the transition to the online provision of government services and reduce the number of people visiting government offices, thereby increasing the productivity and efficiency in provision of services by government-affiliated entities. In addition, it is anticipated that the greater availability of information pertaining to the services provided by government-affiliated entities will improve the transparency of the provision of these services.

The delivery of more effective public services to those who live and work in Dubai promotes Dubai as an ideal location to work, live and invest. These benefits will facilitate the .dubai TLD’s core function as the key promotional tool for all government-affiliated entities and serve to align the online activities of these entities, thereby ensuring a uniformity of approach.

2. Organisations registered in Dubai: including all businesses, non-profit organisations, NGO’s and associations registered in Dubai or any of the Dubai Free Zones (within the jurisdiction of Dubai). These organisations will be eligible to register a .dubai domain name that matches or is close and substantially related to their name or service(s) rendered. The creation of an authoritative online space will provide registered organisations with a clear and trusted channel in which to communicate information and engage in e-commerce, as well as allow these entities to be identified as official organisations registered in Dubai.

The .dubai TLD will benefit organisations registered in Dubai by allowing them to leverage off the TLD’s unique online identity and effectively promote their goods and services whilst emphasising their affiliation with the Emirate of Dubai. It will help organisations to gain the implicit trust of their customers through the affiliation with the Emirate of Dubai (since customers of businesses will have the assurance that the businesses are officially registered in Dubai). These benefits will facilitate the .dubai TLD’s function as the key promotional tool for organisations and encourage these entities collectively to promote the mission⁄purpose of the .dubai TLD.

3. Residents of Dubai: residents of Dubai will benefit from the publication of all content by government-affiliated entities and organisations through .dubai domain names. This content will ultimately promote Dubai and benefit its residents. For example, .dubai domain names registered by the Department of Tourism and Commerce Marketing will benefit residents of Dubai by, among other things, allowing them to build the .dubai online identity into their overall online marketing strategies. The elevation of Dubai onto the international stage through the .dubai TLD will boost tourism and investment in local initiatives, whilst continuing to develop an innovative online market which will ultimately serve to benefit the residents of Dubai.

4. Tourists and Visitors of Dubai: Dubai attracts a significant number of visitors every year as a leading regional business hub and also as a major touristic destination. Dubai’s number of tourists in 2011 reached 9.3 million, up from 8.49 million reported in 2010, according to the Department of Tourism and Commerce Marketing (DTCM), the Emirate’s tourism regulatory body. This positions Dubai in a favourable spot within the top ten most visited cities in the world.

Tourism related businesses (hotels, restaurants, tour operators, retail, cultural facilities such museums, art galleries, etc.) will all have the chance to benefit by registering their domain names under the .dubai TLD. This will allow tourism related businesses to promote themselves under the .dubai umbrella and will help them to affiliate themselves with the Emirate of Dubai. In turn, visitors and tourists will have more trust and confidence while accessing and using tourism related e-commerce services. Hence potentially millions of tourists and visitors can access .dubai domain names using shorter, more succinct domain names; this will lead to more direct, intuitive navigation.

5. DEG: The operation of the .dubai TLD will complement DEG’s existing function as the government department responsible for promoting the use of information and communication technology in the provision of government services and in facilitating e-Transformation across the Emirate. The .dubai TLD will also support DEG’s vision of improving the lives of people and businesses interacting with the government of Dubai, doing so by establishing authoritative communication channels by which government-affiliated entities and organisations may convey information. The .dubai TLD will also benefit DEG by functioning as a long-term asset that will be developed in line with the needs of Dubai, as well as responding to the ever-changing Internet landscape.

6. Internet Users: the .dubai TLD will benefit Internet users by granting them access to authoritative and reliable content, owing to the registration of .dubai domain names being restricted to government-affiliated entities and registered organisations the ultimate authorities on legitimate information on Dubai. The creation of a single dedicated space to access all information relating to Dubai will also provide ease of navigation to Internet users.

GOALS OF THE .DUBAI TLD

The specific goals of the .dubai TLD are described below, along with the method for their measurement and the benefits associated with each goal.

Reputation of the .dubai TLD

Among government-affiliated entities and registered organisations, the first goal of the .dubai TLD is its recognition as the official, authoritative online space for the Emirate of Dubai. It is anticipated that this recognition will encourage the registration of .dubai domain names by these entities and also facilitate the function of the .dubai TLD as the key promotional tool for government-affiliated entities and organisations in Dubai. Among Internet users, the goal is that the .dubai TLD will be recognised as the official online platform for accessing authoritative content relating to Dubai the virtual location of Dubai that will be accessible by Internet users around the globe.

Registration demand will be the key indicator of whether the .dubai TLD has achieved its intended reputation as the official, authoritative online space for the Emirate of Dubai. As a primary measure, DEG considers that meeting the projected registration volume will evidence its success in attaining the intended reputation. In addition, DEG will conduct social media surveys and market studies to measure the attainment of the intended reputation amongst Internet users; these will be conducted annually during the first five years after the TLD’s launch to closely track awareness, reputation and use of the .dubai TLD.

Development of legitimate content online

The second goal of the .dubai TLD is for its introduction to advance the development of legitimate, accurate and up-to-date content that promotes the Emirate of Dubai online. It is anticipated that restricting the registration of domain names to government-affiliated entities and organisations will encourage these entities to publish content online. DEG’s outreach and communications activities relating to the .dubai TLD will focus on encouraging these entities to embrace the benefits of the TLD by publishing legitimate online content.

DEG considers that attaining the intended reputation and achieving this goal will be symbiotic; for this reason the methods described above to measure the attainment of the intended reputation will also be utilised to measure whether DEG’s goal of promoting the development of legitimate online content regarding Dubai is achieved.

Promoting the Transition to the Online Provision of Services

DEG anticipates that the introduction of the .dubai TLD will promote the further transition towards the online provision of government services and reduce the number of people visiting government offices one of the stated goals of the Department. The .dubai TLD will provide registrants with an official communication channel which authoritatively emphasises their affiliation with Dubai and empowers these entities to provide their services online.

The .dubai TLD will support other initiatives implemented by DEG which aim to support and drive the online interaction and e-Transformation between government entities, organisations and the residents of Dubai. The achievement of this goal will be measured by reference to analysis frequently undertaken by DEG to determine the success of various initiatives aimed at reducing the number of people visiting government offices, promoting the provision of online government services and the overall adoption of online government and non-government services in the Emirate of Dubai.

ANTICIPATED CONTRIBUTION TO THE CURRENT SPACE

The Emirate of Dubai has experienced exponential growth in population, investment and infrastructure over the last two decades and is now considered a global leader in innovation. This growth has translated into a significant expansion of Dubai’s diverse online presence relative to the TLDs used, the identity of the registrant and the subsequent legitimacy of content published.

The .dubai TLD will provide a high level of differentiation from existing TLDs, primarily in relation to its unique mission⁄purpose. No other TLD currently exists that is specifically devoted to the promotion and needs of a single city. The TLD will serve to consolidate Dubai’s online presence by being one of the first TLDs added to the root in which a city’s image and the values of that image are clearly communicated by and through the TLD via authoritative channels.

The .dubai TLD similarly addresses the needs of Internet users by providing an easily identifiable and dedicated TLD with assurances regarding the legitimacy of content. Those providing unauthoritative information pertaining to Dubai will be easily identifiable by the unavailability to them of a .dubai domain name. User experience within the .dubai TLD will centre on maintaining a degree of uniformity of the underlying religious, cultural and moral values of constituents of the Emirate of Dubai, and United Arab of Emirates in general.

The features of the .dubai TLD, as described above, clearly differentiate the .dubai TLD from existing TLDs, given the different needs that the .dubai TLD serves to address.

The introduction of the .dubai TLD will promote consumer choice and competition amongst existing TLDs by offering entities affiliated with the government of Dubai and organisations registered in Dubai the opportunity to register domain names in a unique TLD environment.

The .dubai TLD does not purport to replace but will complement the .ae ccTLD which serves a much broader purpose. The .dubai TLD will be recognised by Internet users as the official, authoritative online space for Dubai, supported by marketing and outreach activities. This reputation will once again complement and not compete with the reputation established by the .ae ccTLD. The .dubai TLD ultimately promotes competition by making available a unique TLD for Registrants and Internet users, hence promoting consumer choice.

REGISTRATION POLICIES IN SUPPORT OF THE .DUBAI TLD

Eligibility to register .dubai domain names will be restricted to entities affiliated with the government of the Emirate of Dubai and organisations registered in Dubai or any of the Dubai Free Zones. During the domain name registration process, government affiliated entities will be required to provide the contact information of the entity’s legal representative whereas registered organisations will be required to provide their registration number, as found in the database of registered organisations maintained by the Department of Economic Development of Dubai. It is important to note that the collection of this information will not result in any delay in the registration process. In consultation with DEG, the TRA will perform periodic audits on an ongoing basis to verify the eligibility of registrants based on the provided information. In doing so, the TRA will utilise established mechanisms and processes currently in place to verify the eligibility of registrants in the gov.ae and co.ae restricted zones.

The collection of identifying information prior to the allocation of domain names, and the verification of eligibility criteria following registration, ensures that the restrictions described above are adhered to, ultimately serving to maintain the integrity of the .dubai TLD. The safeguards that will be implemented against allowing for registrations in violation of this eligibility restriction are discussed in the response to question 28 Abuse Prevention and Mitigation.

Government-affiliated entities may register .dubai domain names related to their executive functions, whilst registered organisations may register a domain name that matches or is close and substantially related to their name or service rendered. In addition, DEG will maintain a list of words which may not be registered in the .dubai TLD. This list contains words that, among other things, may:
- violate public morality or are contrary to public order
- are against a religion or a religious character
- deceive the public
- be prejudicial to the interest or security of Dubai or the United Arab Emirates

Restrictions will also be imposed on how domain names may be used. DEG will conduct periodic audits to ensure that the content published through .dubai domain names:
- does not violate public morality
- is not against a religion or a religious character
- promotes government entities, organisations or services in Dubai

Restricting eligibility to register domain names to government-affiliated entities and organisations registered in Dubai ensures that the published content is authoritative and legitimate. Restricting government-affiliated entities and registered organisations to .dubai domain names which are related to their executive functions or match their name or service rendered ensures that content is being provided by the entity most capable of providing authoritative content. This helps promote the attainment of the .dubai TLD’s intended reputation. The maintenance of a list of second level domain names which DEG will not allow to be registered ensures that the .dubai TLD is operated in a manner consistent with the religious, cultural and moral values of the people of Dubai, and United Arab of Emirates in general. The operation of a globally-recognised but regionally-specific online space representative of the people of Dubai’s values allows for the accurate promotion of the place and people.

PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION

Government-affiliated entities applying for a .dubai domain name will not be required to provide information in addition to that published on WhoIs. However, organisations registered in Dubai will be required to provide their registration number, in addition to standard contact information, in their application for a domain name.

Registration numbers are already made publicly accessible through the various online databases. In other words, DEG does not consider it relevant or a requirement to keep this information confidential, but will ensure that the various policies that will be implemented by DEG protect against the misrepresentation and misuse of this information. DEG’s WhoIs Data Collection and Display Policy will preserve the rights of Registrants regarding how their personal information is handled, whilst respecting the interests of law enforcement agencies and other national agencies acting in the public interest. Similarly, DEG’s Privacy Policy will ensure that Registrants are made aware of:
- when information about them is being collected
- the purpose for which it is being collected
- whether the information may be passed on to third parties
- the rights of individuals regarding the manner in which their personal information is handled
These policies will ensure that personal information will not be provided to third parties other than ICANN or law enforcement agencies.

OUTREACH AND COMMUNICATIONS ACTIVITIES

The DEG Communications and Business Development Department will conduct a number of outreach and communications activities in relation to the .dubai TLD, which will align with existing marketing strategies and initiatives. The objectives of these activities include:
Generating awareness of the unique focus of the TLD among Internet users and subsequent demand for domain names among registrants

DEG will conduct the following activities, targeted at registrants and Internet users:
DEG will directly contact each of its established contacts within the government-affiliated entities to educate them on the focus, benefits and differentiation of the .dubai TLD. Following this, DEG will provide more detailed information to government-affiliated entities regarding eligibility and allocation of .dubai domain names during various government forums. These efforts will facilitate the demand and utilisation of .dubai domain names by these entities.
DEG will issue press releases, publish advertisements in various local and international publications and conduct a press conference highlighting the introduction and the benefits of the .dubai TLD to organisations registered in Dubai and Internet users in general. These efforts are targeted towards local and international Internet users to ensure that the .dubai TLD is recognised as the dedicated, authoritative space for the Emirate of Dubai.
DEG will host a launch event for the .dubai TLD. The event will include speakers from various government-affiliated entities and will focus on generating awareness among all stakeholders.
DEG will recruit high-profile Brand Advocates to deliver the .dubai message with maximum cut-through, effectiveness and impact.
DEG intends to collaborate with established government and also other organisations to jointly adopt and promote .dubai TLD. Publicizing early adopters and creating success stories will be used to encourage further adoption of .dubai TLD. 

Similar gTLD applications: (3)

gTLDFull Legal NameDetail
.abudhabiAbu Dhabi Systems and Information CentreView
.ابوظبيAbu Dhabi Systems and Information CentreView
.dohaThe Supreme Council of Information and Communication Technology “ictQATAR”View