18(c) What operating rules will you adopt to eliminate or minimize social costs?

Prototypical answer:

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.JetztNew TLD Company ABView

(c) What operating rules will you adopt to eliminate or minimize social costs (e.g., time or financial resource costs, as well as various types of consumer vulnerabilities)?
What other steps will you take to minimize negative consequences⁄costs imposed upon consumers? Answers should address the following points:
i. How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first-serve basis?
ii. Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
iii. Note that the Registry Agreement requires that registrars be offered the option to obtain initial domain name registrations for periods of one to ten years at the discretion of the registrar, but no greater than ten years. Additionally, the Registry Agreement requires advance written notice of price increases. Do you intend to make contractual commitments to registrants regarding the magnitude of price escalation? If so, please describe your plans.
The .JetztTLD is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. To ensure this user experience, certain safeguards must be implemented prior to launch and throughout operation of the TLD. Precise details are set forth in answers to Questions 26, 28 and 29.
In addition, the TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.Jetzt for localized websites, and product.Jetzt for websites related to products relevant to personalhealth. All of this will lessen users’ confusion when interacting online.
i. How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first-serve basis?
The Company will offer a phased launch, consistent with many prior gTLD domain name launches. First, a Sunrise Period will be offered as required by ICANN, for trademark holders to register domain names that correspond to their marks. If there is more than one qualified Sunrise applicant, then they will be invited to participate in an auction to select the registrant of the contested name. After the close of the Sunrise Period, the Company will conduct a Premium Name Availability Period, accepting applications for registrations of any available .Jetzt domain names. In the event of more than one applicant contending for any domain during this Period, all such applicants will be invited to participate in an auction to select the registrant of the contested name. After the Premium Name Availability Period, the Company will make names generally available for open registration by any interested person or entity, on a first-come⁄first-served basis.
Sunrise:
The Sunrise phase will be critical in regards to reputation of a well-run top level domain. In this phase it is important to consider the trademark holders’ interests, as a good impression from the brand owners will generate good PR for the TLD.
We plan for a 12 Week Sunrise –At minimum for Trademarks registered in the Trademark Clearinghouse, and registered and of national effect as of a cutoff date to be determined. In regards to trademarks, applied for string, and registered mark shall be identical in order to be eligible for sunrise registration.
Identical strings in competing applications during Sunrise shall be auctioned.

ii. Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).
We intend to offer discounts for multiple-year domain registrations, in order to encourage longer term commitments to our registry.

iii. Do you intend to make contractual commitments to registrants regarding the magnitude of price escalation? If so, please describe your plans.
We intend to comply with the pricing restrictions required by the Registry Agreement.

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