18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
|gTLD||Full Legal Name||Detail|
|.rockwool||Rockwool International A⁄S||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 .rockwool gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Rockwool also seeks to foster and improve its online global brand reputation and brand recognition. Acquiring the .rockwool gTLD will support Rockwool’s efforts to manifest and secure ROCKWOOL as a trademark and brand, differentiating Rockwool from its competitors. The .rockwool domain space will also provide an authoritative internet space through which Rockwool 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 .rockwool gTLD will make positive contributions to the wider internet community by providing:
DIFFERENTIATION (INCREASED TRUST):
The .rockwool gTLD will simplify how internet users interact with Rockwool by providing a distinctive domain space for users to communicate with Rockwool and its brands. Under the .rockwool domain space, Rockwool’s customers will be able to associate new brands with the ROCKWOOL brand more easily and quickly. Further, with shorter and easier-to-remember domain names, internet users will be able to directly navigate to the .rockwool gTLD site, saving time and resources searching for Rockwool’s official site and the relevant site they seek. Rockwool believes this will have a flow on effect of improving internet traffic in its websites. 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. Whilst Rockwool is currently using many resources on protecting the ROCKWOOL brand from such abuses, Rockwool will be able to better address some of these vulnerabilities by maintaining complete control over the domain names registered under the .rockwool domain space. Rockwool expects this will promote security amongst internet users with the reassurance that websites under the .rockwool domain space are genuine Rockwool websites. This will minimise risk of the ROCKWOOL brand being damaged by counterfeiters and scammers, thereby strengthening the ROCKWOOL brand reputation and ultimately protecting consumers engaging with Rockwool online. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under the .rockwool domain space, which will differentiate interaction between internet users and Rockwool online.
The differentiation of the .rockwool gTLD as a trusted site for Rockwool 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 the .rockwool domain space. As a result, .rockwool will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .rockwool gTLD will be distributed not only to its direct customers, but to the internet community at large forcing improved services and competition 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 and organisations 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 Rockwool 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. With the .rockwool domain space, Rockwool will be able to create innovative and relevant domain names associated to its current and future brands more easily. Rockwool will have 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. This will allow Rockwool to associate new brands with the ROCKWOOL brand more easily and better facilitate its marketing and sales supporting activities towards its customers. Rockwool 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.
The proposed .rockwool gTLD will provide a positive user experience, which meets the changing and growing needs of the global internet community. Rockwool 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 Rockwool. Therefore, the .rockwool gTLD will:
- provide an easy and intuitive reference and access point for internet users;
- improve direct internet traffic amongst Rockwool’s websites;
- represent authenticity thus promoting user confidence;
- direct internet users to relevant information in a timely manner by creating domain names on demand;
- allow Rockwool to create innovative and relevant domain names associated to its current and future brands more easily;
- facilitate Rockwool’s marketing and sales supporting activities towards its customers;
- 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.
The .rockwool gTLD 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 .rockwool 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 Rockwool and affiliate entities of Rockwool will be eligible to register domain names in .rockwool 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.
Rockwool 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 complying with the EU Directive 95⁄46⁄EC, which deals with the protection of personal data in EU, and the Act on Processing of Personal Data , Act No. 429 of 31 May 2000 (Denmark).
Privacy is of fundamental concern to Rockwool’s customers as such Rockwool has a strong interest in ensuring a high level of privacy protection for its customers. Rockwool is committed to safeguarding its users’ privacy online. Rockwool ensures that any and all processing of personal information generated via its website will be in full compliance with the rules set out in the laws and regulations adopted by it. Further, Rockwool has implemented its own privacy statement to demonstrate its commitment to the protection of user privacy and confidential information. Rockwool’s privacy statement covers the following areas –
- Collection of information: Rockwool only collects information when a user orders goods or services from it. The collected information will only be used for Rockwool for contacting purposes as part of the ordinary customer relationship and in order to facilitate its users’ use of Rockwool’s site, services and products.
- Correction or updating of information: Rockwool allows its users to correct, update or modify the information provided to ensure that the information held by it is accurate.
- Security of information: Rockwool endeavours to ensure the security of its users’ personal information by implementing security measures to protect against the loss, misuse and alteration of the information under its control.
Rockwool will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Rockwool and its users interacting with Rockwool 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 .rockwool gTLD. Rockwool 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 Secure Sockets Layer (SSL) data encryption and the use of passwords. Rockwool also adopts the practices promoted by the Information Systems Audit and Control Association to ensure security for its data.
Rockwool 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 .rockwool 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.
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. 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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