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

Prototypical answer:

gTLDFull Legal NameDetail
.APPDot App LLCView

The .APP TLD is intended to benefit internet users by enabling such persons, entities and organizations to communicate more easily and effectively with each other and with all internet users in relation to apps. Internet users will benefit from a more distinctive and trustworthy internet experience in dealing with .APP domain registrants and users. The Company expects to provide an ample supply of relevant and available domain names for interested persons to claim an internet presence within the .APP domain space. Today, there is no particular top-level domain space devoted to apps, in any language. Instead, relevant content is dispersed among a variety of the existing gTLDs and ccTLDs without any consistency.

Over 66,000 .com domains end in ʺapp.comʺ (e.g. ReaderApp.com, ScheduleApp.com, TweetApp.com), demonstrating that registrants are looking to distinguish their domain in a descriptive way to differentiate the purpose, content, or functionality of their domains. Delegation of .APP will open up domains for app developers with a descriptive TLD, giving to users a clear idea that they can expect either app functionality, an app listing, or app-related content if they navigate to a .app domain.

With an estimate of over one million apps available from just mobile platforms, this gives app developers the opportunity to distinguish their app offering with their domain name.

App developers have not had a dedicated domain namespace to distinguish web apps, app downloads, and app related content. In going to a .APP domain, Internet users will know what expect.

(i) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The Company intends to provide a distinctive and common-sense TLD for people, entities and organizations to communicate and provide content relating to apps. All people utilize apps, and therefore may benefit from registering and using .APP domain names to communicate. The Company seeks to make .APP domain names ubiquitous among people, entities and organizations desiring to provide goods, services and information relating to apps, by creating a recognized platform for them to express themselves online.

In order to achieve this goal, the Company intends to provide a trusted and secure domain space, with industry standard service levels. The Company has chosen ARI Registry Services as its back-end registry services provider, with the expectation that ARI Registry Services will deliver world class service to the Company and to all .APP domain registrants and users.

(ii) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

The TLD will provide an alternative to the current TLDs, focused upon the general topic of apps, and catering specifically to software users and service providers. The TLD will serve as a differentiation force, as a distinctive name space that simplifies users’ choice to interact with people, entities and organizations who wish to communicate about apps and related services.

The Company expects that many users will be able to directly navigate to intuitive .APP domains and subdomains, saving time and resources from first accessing a search engine.

The very use of domains within the .APP TLD ultimately should impact competition by lessening the amount of other domain registrations that .APP registrants register and maintain with existing registration providers. This effect, multiplied by many new TLDs, should result in increased competition among the existing registration providers. They will need to compete more fiercely for the remaining business interest in their existing TLDs, and with many new organizations offering use and⁄or registration of new TLD domain names. The logical effect should be lower pricing and better service for all internet users.

Today, it is often difficult to find a relevant and easily available domain name from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market. All new domains must be purchased from third parties and then managed as intellectual property assets. These expenses and complications can be dramatically reduced over time. The .APP TLD will allow people and entities with an interest in communicating about apps to innovate, and to create many uses for domain names which with today’s restrictions on the availability of domain names are too complicated. An ample supply of immediately available, relatively inexpensive domain names relevant to the general topic of apps is likely to pay dividends in ways we do not currently foresee.

(iii) What goals does your proposed gTLD have in terms of user experience?

The TLD is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. The goal is to promote the Company’s online infrastructure and services to encourage internet users to interact online with each other regarding apps.

More specifically, the Company intends for users to perceive the TLD as a trustworthy indicator of the source of online information, goods and services relevant to apps. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks, as further described in response to Questions 28 and 29.

By promoting use of .APP domains only for app functionality with app downloads, and by minimizing factors leading to low quality registrations, the .APP namespace intends to provide a consistent and different user experience. Internet users will have an improved experience by knowing they can expect app functionality or an app download when they are directed to a .APP domain. This consistent experience encourages a positive reputation of .APP domains as being more trusted and delivering what is expected, avoiding the negative reputation and confusion other domain namespaces have demonstrated.

In addition, the .APP TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.APP for localized websites, and product.APP for websites related to products relevant to apps. All of this will lessen users’ confusion when interacting online.

(iv) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

The .APP TLD will be open and unrestricted, allowing anyone to select an appropriate .APP domain name for their own legitimate purposes. Bad faith and other illegal uses of .APP domain names will not be tolerated. The Company will implement an Acceptable Use Policy as further described in response to Question 28, and also will implement the UDRP, URS and all other ICANN-required rights protection mechanisms. Further, the Company will implement additional rights protection mechanisms as described in response to Questions 28 and 29.

(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.

The Company intends for users to perceive the TLD as a trustworthy indicator of the source of online information and services. User trust is enhanced when users are confident that their private or confidential information is securely protected. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks. With respect to WHOIS data, The Company intends to comply with ICANN policies and otherwise to ensure that complete and accurate WHOIS information is readily accessible for every .APP domain name.

The Company intends to deploy DNSSEC and to comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. And of course, The Company complies with all applicable laws and regulations relating to internet security and the privacy of users’ confidential information. Furthermore, The Company already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information. [CUSTOMIZE TO DESCRIBE CURRENT MEASURES THE COMPANY TAKES TO VERIFY ONLINE TRANSACTIONS AND PROTECT CONSUMER INFORMATION, I.E. COPY LANGUAGE FROM THEIR POSTED PRIVACY POLICY; NAME THE COMPANY’S INTERNAL INFORMATION SECURITY POLICIES AND PROVIDE BRIEF EXCERPT OF PURPOSE; ADD TEXT FROM APWG⁄SSAC BEST PRACTICES DOCUMENTS IF ACCURATE]

(vi) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

Use of domains in the .APP TLD will effectively outreach and communicate to the intended audience the availability of the TLD, not only for the specific purpose at hand but also for more general or intuitive purposes. For example, a user who first sees an advertisement for productname.APP may later directly navigate to company.APP to search for other products of the producer. Besides the Company’s own specific efforts to communicate the newTLD to its intended audience, the Company expects that audience and relevant media to further communicate the TLD as they communicate about the Company, the TLD, and the many domain names, websites and services located at a .APP address. As the first gTLD targeted to the software services market, the Company expects a substantial degree of publicity and word-of-mouth marketing within that market.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent via use of the TLD, and further will be enhanced by the viral nature of communications about the TLD and individuals and entities who use .APP domains. As it seems there will be many other new gTLDs presented to internet users, including a number of other IDN gTLDs, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit insofar as many internet users will quickly grasp the concept behind these TLDs, and will expect many companies to operate them in generally consistent ways.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.appMerchant Law Group LLPView