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

Prototypical answer:

gTLDFull Legal NameDetail
.legoLEGO Juris A⁄SView


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 .lego gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. LEGO also seeks to foster its online reputation and provide an authoritative internet space through which LEGO 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 .lego gTLD will make positive contributions to the wider internet community by providing:

DIFFERENTIATION (INCREASED TRUST):

The .lego gTLD will simplify how internet users interact with LEGO by providing a distinctive domain space. Internet users will be able to directly navigate to the .lego 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. LEGO can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .lego domain space. The .lego domain space will:

- “look safe” through the creation of a trusted site for commercial activities;

- “feel safe” through improved safety and security; and

- “talk safe” through an ability to communicate to consumers that .lego is the authentic LEGO site.

Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .lego domain space, which will differentiate interaction between internet users and LEGO.

COMPETITION:

The differentiation of the .lego gTLD as a trusted site for LEGO 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 .lego domain space. As a result, .lego will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .lego will be distributed not only to its direct customers, but to the internet community at large with improved services and competitive pricing in the market place.

INNOVATION:

With the expansion of the internet community, 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. This problem is amplified for organisations such as LEGO 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. LEGO has the ability to create second or third level domain names including the use of geographic names and IDNs on demand which are relevant to its customer base and services⁄products. LEGO 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 .lego will provide a positive user experience, which meets the changing and growing needs of the global internet community. LEGO 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 LEGO. Therefore, the .lego gTLD will:

- provide an easy and intuitive reference and access point for internet users;

- represent authenticity thus promoting user confidence;

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

- use of IDNs to enable customers to interact directly in their native language;

- use of 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;

- 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.

.lego 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 .lego 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 LEGO will be eligible to register domain names in .lego. 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.

LEGO 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. LEGO also complies with all relevant legislation, rules and standards industry around the world including the Children’s Online Privacy Protection Act of 1998 (US) and The Data Protection Directive 95⁄46⁄EC (EC).

LEGO has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. LEGO’s privacy policy covers any kind of processing of personally identifiable information about natural persons, which are either consumers of LEGO products or services, or representatives of LEGO’s cooperation partners. In accordance with its privacy policy, LEGO will:

- only collect personal data for specific and specified purposes;

- not collect personal data beyond what is necessary to accomplish those purposes;

- not use personal data for purposes other than that for which the data was collected (except as stated otherwise in the privacy policy or with prior consent);

- not transfer personal data to third parties or across borders (except as stated otherwise in the privacy policy or with prior consent);

- seek to verify and⁄or update personal data periodically and will apply high technical standards to make its processing of personal data secure;

- not store personal data in identifiable form longer than is necessary to accomplish its purpose.

As the .lego gTLD will only be available to affiliate entities of LEGO, 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. LEGO 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 LEGO 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.

LEGO will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both LEGO and its users interacting with LEGO 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 .lego gTLD. LEGO already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures are governed by the Corporate Information Security Policies within LEGO, which conform to international standards including, the ISO 17799 Information Technology – Security Techniques Code of Practice and the Payment Card Industry Data Security Standard (PCI DSS).

LEGO 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 .lego domain space.



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

The .lego 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. During the initial stage of the operation of the .lego 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