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

Prototypical answer:

gTLDFull Legal NameDetail
.BESTBestTLD Pty LtdView

BestTLD Pty Ltd. intends to bring clear benefits to its visitors by being a dedicated, trusted, easily located online space for those seeking the very best in the categories that interest them. The .best TLD will utilize Kred’s community-based influence and outreach measurement products along with real world rankings and other information feeds to deliver a dedicated channel for the discovering the best and most influential brands, industries, locations and people.

The .best TLD will help individuals discover and build brand loyalty for the most influential brands, industries, locations and people. All registrations in the .best TLD will be controlled by BestTLD Pty Ltd. to protect and prevent abuse of BestTLD Pty Ltd.’s valuable commercial reputation.

The greatest benefit of the .best TLD to visitors will be the increase in trust and confidence about the legitimacy of information accessed through .best sites. The direct and exclusive connection between .best and BestTLD Pty Ltd. is the foundation of this trust and confidence for the users of the .best TLD. The naming convention to be employed in the .best TLD (for example, product.best, places⁄location.best, or industry.best) will enable online users to find the information they seek quickly and reliably while reducing confusion.

Finally, the following benefits are expected to be enjoyed by the broader Internet community from the establishment of a .best TLD. By providing a space in which Internet users can feel confident of the legitimacy of the information they seek, the .best TLD promotes awareness and contributes to a visitor confidence in the service provided by BestTLD Pty Ltd.

(2i) Level of Service and Reputation

BestTLD Pty Ltd. intends to be both Registry operator and the sole registrant in the .best TLD. The .best TLD will be used to register domain names exclusively by Best. The primary service offered by the .best TLD will therefore be the immediate distinction of legitimacy and authority conferred by the direct relationship between information and products found on .best sites and BestTLD Pty Ltd. The identifiable BestTLD Pty Ltd. brand is the glue that holds all these things together, making the Company and its products more visible and easily locatable on the Internet.

Among Internet users the .best TLD will have the reputation of being the official influence and outreach platform for those seeking the best brands, locations, and industries, and people associated with them. We consider that being one of the first brand TLDs is consistent with our current reputation as dedicated to innovation and the maximization of the benefits of technology in our day-to-day lives.

As the core branding and service platform for BestTLD Pty Ltd. and its affiliates, we require best-in-class registry services and have hired a highly experienced TLD operator, Neustar Inc., as our registry services provider.

(2ii and 2iii) Differentiation to existing TLDs, and are these differences aimed at addressing a specific need of the targeted user

An important distinction between the .best TLD and existing TLDs is the vertical integration of our TLD Model. The .best TLD intends to be one of the first TLDs in which domain names are not commercially available, but rather are registered and in complete control of the Registry Operator. This will bring added benefits to the DNS in terms of preventing abuse and infringement, increasing reliability and trust, and contributing to a heightened level of trust and confidence in content within the .best TLD.

Another important difference between the .best TLD and existing TLDs is the brand-specific nature of our TLD. The .best TLD will be one of the first TLDs in which PeopleBrowsr’s Kred brand and the values of that brand are clearly communicated by and through the TLD to provide a well-defined and concise space for discovering the best in brands, locations, and industries.

The content within the .best TLD will be readily available to all Internet users in an intuitive and beneficial manner. Due to our exclusive registration policy and the many rights protection mechanisms described in this application, BestTLD intends that online users will be reasonably assured that information obtained from .best sites is legitimate and can be trusted.

(2iv) Provide a complete description of the applicants intended registration policies in support of the goals listed above.

Eligibility to register domain names in the .best TLD is intended to be restricted to BestTLD Pty Ltd. in accordance with internal processes regarding domain name registration. All registrations will be owned and controlled by BestTLD Pty Ltd., though use of .best domains may be licensed to affiliates under terms and conditions which ensure BestTLD Pty Ltd.’s ongoing control of all such domains.

Apart from reserved names listed in Specification 5 of ICANN’s draft Registry Agreement (further addressed in response to Question 22), no restrictions will be imposed on which domain names may be registered in our TLD. We envision that domain names will most commonly take the form of products.best, places⁄location.best, and industry.best, but other forms of names could also be utilized provided that these are consistent with the mission of our TLD as described above.

(2v) 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.

BestTLD Pty Ltd. intends for users to perceive the TLD as indicator of the trustworthiness of online information and services provided by us and our affiliates. User trust is enhanced when users are confident that they are interacting with the website and service they intend to interact with, and that their private or confidential information is securely protected. BestTLD Pty Ltd. intends to use advanced technical and policy measures to reasonably ensure the security of online transactions and communications, and to reasonably ensure that domain names in the TLD are only used for purposes authorized by us.

BestTLD Pty Ltd. 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. BestTLD Pty Ltd. intends to comply with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. We already employ commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information in our existing Kred and PeopleBrowsr businesses.

Further policies to protect information from abuse are stated in response to Questions 28 and 29.



(2vi) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

Marketing and promotion activities on behalf of our TLD will be conducted and targeted at Internet users. We will utilize existing communication channels to inform existing and potential clients and affiliates to the existence of our TLD as a new online means of communicating our brand message, delivering our valuable services, and creating awareness among our users and the broader internet audience.

A formal marketing campaign with the objective of generating awareness of the .best TLD amongst internet users will be managed by our Marketing Department and include initiatives such as:

1. Informing consumers of the .best TLD through content developed for our existing web sites.
2. Promotional events at PeopleBrowsr HQ to generate awareness amongst existing users
3. Participation in technology product fairs including having a booth and distributing promotional products and materials. Best Pty Ltd. already participates in these events to launch and advertise its product range, so greater awareness of the .best TLD could be achieved simultaneously.

The awareness generated among internet users from the activities described above are critical to achievement of the goals of the .best TLD. We plan to utilize existing relationships and marketing opportunities by which we and our affiliates promote and deliver our services today. Utilizing existing relationships and marketing opportunities should efficiently and effectively generate awareness of BestTLD Pty Ltd.’s new online presence.

Similar gTLD applications: (2)

gTLDFull Legal NameDetail
.CEOCEOTLD Pty LtdView
.KREDKredTLD Pty LtdView