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

Prototypical answer:

gTLDFull Legal NameDetail
.vanguardThe Vanguard Group, Inc.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 .vanguard gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition, and consumer choice. Vanguard also seeks to foster its online reputation and provide an authoritative internet space through which Vanguard is able to communicate with its clients directly and effectively. The ability to create domain names on demand related to specific marketing, online communication, 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?


Vanguard anticipates that the proposed .vanguard gTLD will make positive contributions to the wider internet community by providing:

DIFFERENTIATION (INCREASED TRUST):

The .vanguard gTLD will simplify how internet users interact with Vanguard by providing a distinct and intuitive domain space. Internet users will be able to navigate directly and quickly to the .vanguard gTLD site, saving time searching for an official Vanguard site. The current domain name system has shown that itʹs vulnerable to malicious abuses because of registration of domain names that seek to exploit consumer confusion. Vanguard can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .vanguard domain space. Vanguard will be able to strengthen its online brand presence with the .vanguard gTLD as a single consolidated domain space for internet users. Internet users will be able to trust and rely on the authoritativeness of the domain names under the .vanguard domain space, which will define interaction between internet users and Vanguard.


COMPETITION:

The differentiation of .vanguard gTLD as a trusted site for Vanguard will drive existing and new TLD registry operators to improve consumer trust in their own TLDs. Internet users will be encouraged to interact with domain names under the .vanguard domain space. As a result of increased consumer trust, .vanguard will have a flow on effect to enable increased competition. Therefore, the advantages of the proposed .vanguard domain will benefit not only its direct customers, but also the internet community at large, forcing improved services and competitive pricing in the marketplace.


INNOVATION:

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 organizations 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 because the desired name may not be available. This problem is amplified for organizations such as Vanguard that 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 buying the name from a third party. Vanguard has the ability to create second- or third-level domain names, including the use of geographic names on demand that are relevant to its customer base, services, and products. Vanguard will be able to strengthen its customer service and communication through innovative use of the .vanguard gTLD to reach internet users and respond to user requests faster. Vanguard 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 .vanguard will provide a positive user experience that meets the changing and growing needs of the global internet community. Vanguard will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for Vanguard-authorized purposes. Therefore, the .vanguard gTLD will:

- provide an easy, fast, and intuitive reference and access point for internet users;

- represent authenticity, which will promote brand recognition and user confidence;

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

- use geographic names to localize websites to connect with users in the relevant regions and to comply with local laws;

- enhance security and minimize 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 .vanguard gTLD should address concerns that the current domain name system is open to potential malicious abuse, where cybersquatters can register the Vanguard brand and various misspellings to divert traffic, causing user confusion. Although the current system allows an eligible party to file a claim through the existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .vanguard gTLD will reduce potential abuse in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately support ICANN’s core values in benefiting the public.




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 Vanguard will be eligible to register domain names in .vanguard 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.

Vanguard is committed to protecting privacy and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for clients. Privacy and confidential information will be protected according to all applicable laws and regulations relating to internet security, privacy, and usersʹ confidential information, including the Electronic Communications Privacy Act of 1986 (U.S.), Controlling the Assault of Non-Solicited Pornography and Marketing (Can-Spam) Act (2003) (U.S.), the use of an online fraud policy, and secure password practices.

Privacy is of fundamental concern to Vanguard’s clients as their interactions with Vanguard involve monetary transactions for investment purposes. As such, Vanguard has a strong interest in ensuring a high level of privacy protection for its clients.


Vanguard also has implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. Vanguardʹs privacy policy informs its clients about provisions including:

1. collection of personal information;

2. use of the personal information collected:
- to complete transactions or account changes directed by the internet user
- to alert the internet user to other financial products and services that Vanguard offers; and

3. disclosure, storage, and transfer of personal information.


As the .vanguard gTLD is only available to Vanguard initially, the personal data that Vanguard will collect for the purposes of operating the gTLD and make publicly available in the WHOIS database will be very limited. Vanguard will provide a publicly available and searchable WHOIS search facility, where information about the domain name status and registrant, including administrative and technical contact details, can be found in accordance with Specification 4 of the Registry Agreement. To prevent misuse of the WHOIS search facility, Vanguard will require anyone submitting a WHOIS database query to read and agree to the terms and conditions of the registration policy. This will include the statement that the WHOIS database is provided for informational purposes only and that the user agrees not to use the data for any other purposes, such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

Vanguard will deploy Domain Name System Security Extensions (DNSSEC), which is intended to benefit both Vanguard and its users interacting with Vanguard 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 and the users who retrieve information from the new .vanguard gTLD. Vanguard already uses measures to protect privacy or confidential information against misuse, loss, alteration, and unauthorized access. Such measures include data encryption, Secure Sockets Layers protocol, user names, and passwords.

Vanguard also uses various internal policies and procedures for protection of privacy and confidential information. Such internal policies and procedures include, but are not limited to:

- electronic communication policy,

- professional conduct policy,

- secure password practices,

- physical security of sensitive data policy,

- data governance policy, and

- online fraud policy.


Vanguard will continue to apply all security measures currently in place 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 .vanguard 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 publicized by a media plan to promote recognition of the new gTLD within the internet community to be a trusted, authentic site.

Vanguard will use the new .vanguard gTLD as a redirect in marketing campaigns and new product launches to promote the domain for internet users and clients. During the initial stage of the operation of the proposed new gTLD, Vanguard anticipates that internet users will be redirected to current websites. However, over time, use of the proposed new gTLD will increase, which will contribute toward minimizing malicious abuses and protecting internet users.

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gTLDFull Legal NameDetail