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

Prototypical answer:

gTLDFull Legal NameDetail
.sasSAS AB (publ)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 .sas gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. SAS also seeks to foster its online reputation and provide an authoritative internet space through which SAS is able to communicate with its customers directly and effectively. SAS anticipates that the .sas gTLD will provide an opportunity for SAS to offer improved online booking tool specific to the airline industry to optimise efficiency through convenience and simplicity to its travellers.

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 .sas gTLD will make positive contributions to the wider internet community by providing:


DIFFERENTIATION (INCREASED TRUST):

The .sas gTLD will simplify how internet users interact with SAS by providing a distinctive domain space. Internet users will be able to directly navigate to .sas gTLD site, saving time and resources searching for an official site. The .sas gTLD represents a faster and more intuitive way for customers to connect with SAS. 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. SAS can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .sas domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .sas domain space, which will differentiate interaction between internet users and SAS.


COMPETITION:

The differentiation of .sas gTLD as a trusted site for SAS will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internets users will be encouraged to interact with domain names under .sas domain space. As a result, .sas will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .sas 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, 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. 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. SAS intends to utilise the .sas gTLD to provide high quality content and services through innovative features and improved online services. The .sas gTLD will all compliment SAS’s goal for a ‘one-site’ solution that provides access to its services regardless of country or languages. SAS 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, services and products. In this regard, SAS 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 .sas gTLD will provide positive user experience for travellers, which meets the changing and growing needs of the global internet community and the air travel industry. SAS 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 SAS. Therefore, .sas will:

- provide an easy and intuitive reference and access point for internet users including access to relevant ancillary services for convenience of its customers;

- represent authenticity thus promoting user confidence;

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

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

- 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;

- 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.


.sas 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 .sas 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 SAS will be eligible to register domain names in .sas 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 .sas gTLD expands and evolves, SAS may consider expanding the use of second level .sas domain names at a later date. Such expansion process will comply with all policy, operational and technical requirements and will adhere to applicable measures to protect consumer 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.

SAS 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 Personal Data Act 1998 (Sweden). SAS has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information with regards to collection, use and transfer of personal data.

As the .sas gTLD will only be available to affiliate entities of SAS, initially, the amount of data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. SAS 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, SAS 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 policies. 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.

SAS will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both SAS and its users interacting with SAS 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 gTLD. SAS 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 128b Secure Sockets Layer (SSL) for processing and data transfer between a web browser and their server and compliance with the British Standard BS 7799.

SAS 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 .sas domain space.



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

The .sas 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 proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. As the use of the new .sas gTLD develops, SAS may utilise a wide range of media campaigns including television, online, radio and other print advertising to effectively promote the .sas gTLD. SAS also intends to increase awareness of the new .sas gTLD through its publications and all other areas with customer contact. Over time, it is foreseen that communication to the internet community of the existence of the .sas gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.

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