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 .seek gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. SEEK also intends to foster its online reputation and provide an authoritative internet space for all SEEK related products and services, through which SEEK is able to communicate with its customers directly and effectively. The ability to create domain names on demand that are relevant to internet users while maintaining the SEEK branding will create greater flexibility. 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 .seek gTLD will make positive contributions to the wider internet community by providing:
DIFFERENTIATION (INCREASED TRUST):
The .seek gTLD will simplify how internet users interact with SEEK by providing a simplified point of access and a distinctive domain space. Internet users will be able to directly navigate to the .seek gTLD site, via more relevant and shorter domain names, saving time and resources searching for an official site. The current domain name system has shown that it is vulnerable to malicious abuses, such as phishing attacks, due to registration of domain names which aim to exploit consumer confusion. SEEK can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .seek domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of and confidence in the domain names under .seek domain space, which will differentiate interaction between internet users and SEEK.
The differentiation of .seek gTLD as a trusted site for SEEK 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 .seek domain space with its shorter domain names that are easier to remember together with increased consumer trust. As a result, .seek will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .seek 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. This problem is amplified for organisations such as SEEK who are looking to register suitable domain names relevant to its services in the employment and education industry and associated marketing campaigns. 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. Seek 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. SEEK will be able to combine its use of the domain space with innovative user focused marketing and services thus increasing engagement via specific sites that are relevant and target users personally thus providing greater consumer choice.
The proposed .seek will provide a positive user experience, which meets the changing and growing needs of the global internet community. SEEK 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 SEEK. Therefore, .seek gTLD will:
- provide an easy to remember and intuitive access point for internet users;
- represent authenticity by providing a clear and easily recognised Seek branded domain space thus promoting user confidence;
- direct internet users to relevant information in a timely manner by creating more relevant and shorter 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 and incidence of phishing attacks by implementing necessary technical and policy measures;
- strengthen brand reputation and user confidence by eliminating user confusion;
- separate product lines and assist marketing to generate more targeted campaigns; and
- prevent potential abuses in the registration process reducing overall costs to businesses and users.
The .seek gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes via phishing attacks. 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 .seek 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 SEEK will be eligible to register domain names in .seek at this stage. 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.
SEEK 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 Data Protection Act 1988 (Australia) and the Privacy Act 1993 (New Zealand).
SEEK’s privacy statement on its website sets out how Seek collects and disseminates information for all sites it manages. SEEK will only use such personal information in accordance with the purposes set out in the privacy statement and to comply with relevant laws and regulations.
SEEK will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both SEEK and its users interacting with SEEK 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 .seek gTLD. SEEK already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access including Secure Sockets Layer (SSL), database encryption, secure gateway environment and web application firewalls (WAF).
SEEK 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 .seek domain space.
18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.
The proposed new 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.
SEEK intends to use the domain names within the new .seek gTLD immediately and intends to launch new websites and applications to best support the new domain space. SEEK is also actively engaging marketing companies to assist Seek with the development of a marketing plan for the effective use of the .seek gTLD in line with its mission and purpose. However, during the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will still be re-directed to current websites. 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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