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

Prototypical answer:

gTLDFull Legal NameDetail
.nowXYZ.COM LLCView

Offering a range of highly valued cross-industry domain names, .now (“the TLD”) will provide business owners across multiple verticals a cost-effective means of establishing a viable online presence, allowing these entities to register names that are appropriate to their business name or service offering.

The TLD holds as its primary objective the overall optimization of user experience and enhancement of the online landscape by expanding its horizons with additional territory to claim and spurring innovation and competition among its new inhabitants. By virtue of its all-encompassing, non-specific nature, the TLD addresses the needs of cross-industry individuals and organizations to identify themselves in the online space with short, relevant names, which has become an increasingly difficult and financially unfeasible feat in the traditional TLD realm. As a result, Internet users will now be granted access and gain exposure to a greater variety of product offerings and entities competing for their business and attention. Dedicated to the overall health of the online ecosystem, the TLD will encourage competition and innovation by permitting entrance of organizations previously excluded from the online space, while demanding strict adherence to ICANN rights protection mechanisms.

i. The adverbial string “now” speaks to the urgency with which users seek products and services, and therefore carves out a distinct category of domains offering immediate resolution to consumer needs. The TLD will serve as an inherently communicative marketing conduit channeling business entities to Internet users and vice versa. The TLD is dedicated to providing the highest levels of security, a zone free of malware and illegal content. By ensuring adherence to ICANN rights protection regulations, the TLD intends to garner a reputation for contributing to the overall health of the online space and security of Internet users. The TLD intends to communicate and evidence its dedication to improving user experience by ensuring domain registrants abide by user rights protections and refrain from illegal activity.

ii. The TLD offers registrants the distinct advantage of embedding a marketing call within their organization’s domain name, thereby allowing for the creation of uniquely prominent online identities that distinguishes an entire collection of entities amidst an inundated, increasingly homogenous Internet space. The influx of consumer-driven domains will allow for a greater number of entities to announce their presence in their respective industries online, fueling healthy competition and innovation. Ushering in a greater number of competing entities forces each into devising new methods of differentiation in their service and product offerings, which in turn gives rise to the spurring of innovative means by which to reach the consumer public and satisfy consumer needs in new and exciting ways.


The TLD is dedicated to providing exceptional levels of technical security and stability to domain registrants. Advanced tools engineered to log and monitor activity will protect the TLD from attack and disruption ensuring domain owners and internet users to be certain that the domains have complete, uninterrupted functionality and uncompromised content.

iii. Applicant is dedicated to ensuring the TLD will be equitable, technically sound, and secure from negative externalities or illegal activity. One of the main strengths for user experience is how easy our proposed gTLD is to type, read, remember, and share online. The ability of the string to appeal to a widely diverse user base will attract registrants in every industry, contributing to a proliferation of individuals and organizations new to the online space. Internet users will reap the benefits of increased competition and innovation amongst a new batch of individuals and organizations permitted access into the online space. These domains will have an immediately recognizable consumer appeal, highlighting each entity’s capability of attending to the urgency of consumer needs. In this way, the TLD intends to make a multitude of previously unrecognized individuals and organizations publicly available in a zone free from illegal content and malware for optimal user experience.

iv. Applicant intends to keep registration of domains open to all parties that intend to use the domains for legal purposes in order to promulgate the spirit of healthy competition and innovation globally. Due to the marketing value of the string, Applicant anticipates that entities from every industry will seek to register domain names with the .now TLD. Applicant will refrain from imposing validation criteria, which threatens to reduce cost-effectiveness and stifle innovation. Such measures would prove counterproductive to the TLD’s objectives, as well as those of ICANN.

To ensure the zone remains secure from illegal content or activities, Applicant intends to enforce an Acceptable Use Policy. The TLD’s operations will be fundamentally governed by the UDRP, URS and all ICANN rights protection apparatuses. Applicant’s Acceptable Use Policy will dictate the cancellation of a domain name registration if the name proves to be in violation of the Policy. This will ensure a minimizing of abusive registrations. Furthermore, Applicant will publicly endorse and urge users to report AUP-violating domains. Whenever such violations are detected, Applicant will initiate rapid take down.

Applicant will spearhead campaigns to ensure public awareness of the TLD, inviting registrants of every industry to register and avail themselves of the valuable domains, while simultaneously encouraging consumer trust and recognition of the TLD. All of the TLD’s marketing efforts will be engineered to publicize and extol the benefits of domain purchase for both domain registrants and Internet users. Prior to general availability, the TLD will hold a Sunrise period for Trademark holders, in adherence to ICANN regulations.


v. All registry services will be provided in accordance with the ICANN requirements and specifications to the Registry Agreement. Applicant in its capacity of a TLD registry operator will not be providing any special services for protecting privacy or confidential information of registrants or end-users apart from those required by applicable laws, policies, agreements or technical standards. Some registry services include as their integral part, protection of usersʹ confidential information. Examples of such services are:
• SRS (protecting confidentiality of the EPP transfer authorization codes)
• Dissemination of TLD zone files (protecting confidentiality of zone file FTP accounts credentials)
The data security measures adopted by the Applicant are described in detail in the answer to question 30 ʺSecurity Policyʺ.

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gTLDFull Legal NameDetail