18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
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How do you expect that proposed gTLD will benefit registrants, Internet users, and others?
The TLD is intended to benefit Internet users by enabling AMP to communicate in a more integrated and effective way with all users and particularly with AMP’s customer, employee and affiliate networks both existing and potential. Internet users will benefit from a more distinctive and trustworthy Internet experience in its interactions with AMP and its affiliates. AMP expects to benefit from the brand recognition and protection offered by the ownership of an exclusive domain space, specifically through the marketing communication channels that this space would protect and enhance and through the provision of available and relevant domain names to use across the business. In addition to this, the “.amp” TLD will permit AMP to have greater control over its online brand and services through robust trust and security features and capabilities. These benefits are certain to result in a better Internet user experience, particularly for those users interested in AMP and its products and services.
What is the goal of your proposed gTLD in terms of areas of speciality, service levels, or reputation?
The TLD is ultimately intended to function as AMP’s online branding and service delivery platform. To maintain its ongoing relevance in the online service channel, AMP is committed to employing leading-edge technologies and business practices, ensuring a positive and trustworthy user experience. The goal is to use the “.amp” TLD to further enhance the company’s existing online infrastructure, services and marketing to encourage Internet users to engage online with AMP and its affiliates.
Within the “.amp” space, AMP anticipates having an ample supply of relevant domain names available for its use which will assist in marketing all of the company’s products and services and provide a new platform from which the develop and launch new offerings to customers and other stakeholders.
As previously mentioned, the TLD will be reserved for AMP’s exclusive use to ensure that its brand and services are delivered and accessed in a secure and trustworthy environment with a view to expanding the use of the domain to its affiliated stakeholders in the future but still allowing AMP exclusive control over the domain space.
What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?
The “.amp” TLD will provide an alternative for AMP and its stakeholders to the currently available TLDs. The branded nature of the TLD will serve as a means of differentiation, providing a distinctive name and branding space that simplifies the user’s choice to interact with the AMP group that also enhances the company’s online presence. For examples, many users will more likely be able to directly navigate to and through the domains and subdomains, saving time and resources from first accessing a search engine.
As many industry insiders predict that branded TLDs will have high adoption and utilisation rates, it is expected that consumers will learn to distinguish them from the existing TLDs and from other branded, geographical or cultural TLDs. In acquiring a branded TLD, AMP would be able to distinguish itself from other companies in both the existing TLD space and from those choosing to similarly adopt an exclusive .BRAND TLD. The “.amp” TLD would allow the business to innovate and create many uses for domain names which today would prove too complicated or costly, or are, as yet, unforeseen. Today, it is often difficult to find a relevant and readily available domain name from existing registry providers. All new domain names must be purchased from third parties, at increasing expense, and then managed as corporate assets. Through acquiring a branded TLD, these expenses and complications can be greatly reduced over time. Furthermore, the ample supply of immediately available, inexpensive domain names will provide benefits to AMP and its stakeholders through channels and means that we do not currently foresee.
AMP intends for Internet users to perceive the branded gTLD as a benchmark of integrity and trustworthiness in the business’ provision of online information, product, and service delivery. The business intends to use advanced technical and policy measure to safeguard the security of online transactions and communications that will ultimately serve to ensure that the domain names in the TLD are only used for purposes and means authorised by the business. AMP intends to provide a safe, legitimate and innovative Internet space, enhancing the user experience by mitigating security-associated risks and maintaining a creatively restless focus on improvements and enhancements.
The specific security and abuse prevention policies that AMP will enforce to maintain the integrity and protection of the domain space are described in detail below in further response to this Question 18 and in response to Questions 26, 28 and 29.
Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
AMP intends to be the sole registrant of domain names within the TLD to ensure that it is only used for purposes authorised by the business. Only relatively few, specifically designated AMP employees will have the authority to use or authorise the use of any domain names within the “.amp” space.
To the extent that AMP authorises its affiliates to use any such domains names, a written license will ensure that AMP maintains control over all use of those domain names. The license will include specific guidelines and restrictions relating to the use of the domain name(s), including but not limited to specific prohibitions against:
-Illegal or fraudulent actions;
-Wilful distribution of malware (computer viruses, worms, keyloggers, Trojan horses etc.);
-Botnet command and control;
-Distribution of child pornography;
-Illegal access to other computers or networks; and
-Defamation of AMP, its businesses, employees, customers, etc.
The use of any and all licensed TLD domain names within the “.amp” space will be monitored regularly and compliance with the business’ contractual restrictions and guidelines will be enforced. Violations of any restrictions, guidelines or other conditions may result in termination of the registration and⁄or accompanying license. As previously mentioned, such licenses to “.amp” domain registrations will be revocable by AMP at any time, for any reason.
The specific policies that AMP will enforce to maintain the integrity and protection of the domain space are described in detail below in further response to this Question 18 and in response to Questions 28 and 29.
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.
AMP intends for users to perceive the TLD as an indicator of integrity and security for its online information and services provision and, as such, is committed to enhancing consumer trust that their private and confidential information is securely protected. AMP is committed to implementing and enforcing advanced technical and policy measures to ensure that the domain names in the acquired TLD are only used for purposes authorised by the business. This is ultimately aimed at providing a safe and legitimate Internet space that enhances the user experience through mitigating security-associated risks.
AMP 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. AMP is, of course, compliant and committed to remaining compliant with any and all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. Furthermore, AMP already employs commercially reasonable practices with respect to the security of online transactions and users’ private and confidential information.
Further policies to protect information and users from abuse are outlined in response to Questions 26, 28 and 29.
Describe whether and in what ways outreach and communications will help to achieve your projected benefits.
AMP intends ultimately to use the TLD in many of its marketing initiatives and in relation to many of its core operations and the delivery of its services. Use of the domain space in this way will effectively outreach and communicate the availability of the TLD to the intended audience network, not only for the specific service and information delivery purposes at hand but also for more general or intuitive purposes. For example, a user who first sees and advertisement for “.amp” may later directly navigate to search the domain for other products of AMP. Besides AMP’s own specific efforts to communicate the new TLD to its intended audience of stakeholder networks, the business expects that audience and other relevant media to further communicate the TLD as they communicate more generally about AMP.
In sum, outreach and communication are important in order to achieve the projected benefits of the TLD but are also inherent in AMP’s use of the TLD and will be enhanced by the viral nature of communications about AMP. As it seems there will be many other branded TLDs presented to Internet users, it is expected that the outreach and media communications relating to each of them individually will lead to collective benefit insofar as many Internet users will quickly grasp the concept behind the gTLDs, and will come to expect companies to operate them in generally consistent ways.
Similar gTLD applications: (0)
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