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

Prototypical answer:

gTLDFull Legal NameDetail
.sevenSeven West Media LtdView

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 .seven gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Seven West also seeks to foster its online reputation and provide an authoritative internet space through which Seven West is able to communicate with its customers directly and effectively. The development in digital broadcasting and online and mobile applications has created the need to enhance and promote core brands as well as to protect content through every media outlet. The new .seven gTLD will become the core of this online ecosystem that promotes the principal Seven brand and through which consumers can easily access all of Seven West’s entertainment content across its various mediums. The ability to create domain names on demand related to specific content and programs, 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 that in turn reinforces the brand and its gTLD.


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


DIFFERENTIATION (INCREASED TRUST):

The .seven gTLD will simplify how internet users interact with Seven West by providing a distinctive domain space. Internet users will be able to directly navigate to the .seven gTLD site. The .seven gTLD will enhance Seven West’s online content strategy to match its broadcast, print and published messages. 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. Seven West can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .seven domain space. The new .seven gTLD will help to consolidate Seven West’s multiple media platforms and provide a natural alignment of valuable content with consumer needs and preferences. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .seven domain space, which will differentiate interaction between internet users and Seven West.


COMPETITION:

The differentiation of .seven gTLD as a trusted site for Seven West 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 .seven domain space. As a result, .seven will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .seven 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 new .seven gTLD, Seven West and its affiliates will combine and enhance their resources to engage with a larger and more diversified audience base.


INNOVATION:

As a content rich business, Seven West continues to innovate to provide media and services to customers. 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. It is particularly challenging under the existing domain name system for Seven West, with a vast array of media and entertainment content delivered across multiple platforms, to establish a clear online navigational structure and link to the core Seven brand. 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. Seven West 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. Seven West believes in its strong online future, in which users will be able to engage with Seven West’s content across various delivery platforms, including television, newspapers and magazines, through an innovative, naturally aligned and easily accessible core .seven gateway. Seven West 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 .seven will provide a positive user experience, which meets the changing and growing needs of the global internet community. Seven West 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 Seven West. Therefore, .seven gTLD will:

- provide an easy and intuitive reference and central access point for internet users and consumers;

- provide a simplified approach and easier access to meet consumers’ entertainment needs, as well as improved results from searches and queries;

- represent authenticity thus promoting user confidence;

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

- use geographic names to localise its websites to connect with internet users in the relevant states and 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 .seven 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 .seven 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 Seven West will be eligible to register domain names in .seven 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.

Seven West 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 Privacy Act 1998 (Australia) and the Spam Act 2003 (Australia). As a leading industry participant, Seven West is also a founding signatory to the Australian Best Practice Guidelines for Online Behavioural Advertising.

Seven West also has implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. Privacy is of fundamental concern to Seven West’s customers as the interaction between Seven West and its customers often involves the exchange of personal and sensitive information. As such, Seven West has a strong interest in ensuring a high level of privacy protection for its customers. Seven West’s Privacy Policy complies with all relevant legislation and covers the collection, use, sharing and disclosure of personal information. Seven West’s Privacy Policy provides that personal information collected by Seven West can only be used to:

- provide products and services requested by the customer;

- provide news and information about its products and services;

- improve its services;

- customise content and advertising;

- contact customers regarding competitions, offers and promotions; and

- conduct research.


Seven West will only share personal information with third parties for the following purposes:

- to fulfil a customer’s request for products or services (and only with the customer’s permission);

- to respond to subpoenas, court orders or legal processes, or to establish or exercise its legal rights or defend against legal claims; and

- to investigate, prevent or take action regarding any illegal activity, suspected fraud, threat to any person’s physical safety, or as otherwise required by law.


As the .seven gTLD will only be available to affiliate entities of Seven West, initially, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. Seven West 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, Seven West 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 policy. 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.

Seven West will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Seven West and its users interacting with Seven West 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 .seven gTLD. Seven West already implements security measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include the use of firewalls and Secure Sockets Layer encryption of any sensitive or financial information.

Seven West 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 .seven 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.
The Seven West media utilisation plan is to combine individual content offerings and media items and match them to the quality offerings from its core .seven brand. The demographic focus of the Seven West marketing roll out is by nature a mass market approach. While the core premise of the marketing plan is to entertain, educate and inform, the underlying promotion of .seven as a trusted online brand is equally supported by the quality of content on offer to customers. Market differentiation and segmentation opportunities for Seven West are further enhanced through the use of the second and third level domains, so that over time content streams and marketing opportunities can be more tailored and market specific while still supporting a mass market approach.

For Seven West, whether it is a TV program, printed item, on line content or simultaneous offering from each outlet channel, the marketing plan is one of support, enhancement and distribution growth so that customers make time to absorb their preferred type of media. Seven West’s goal is to provide depth and variety of services so that customers absorb and utilise content more than ever before, while innovating and growing the .seven services on offer.

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, Seven West will implement a strategy of gradual utilisation of the .seven gTLD within its current online offerings. This will make .seven the trusted source of content and base upon which to build and enhance product quality and consumer confidence. 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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