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

Prototypical answer:

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.abbABB 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 .abb gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. ABB also seeks to foster its online reputation and provide an authoritative internet space through which ABB is able to communicate with its customers directly and effectively. The ability to create domain names on demand related to specific marketing, 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?

It is anticipated that the proposed .abb gTLD will make positive contributions to the wider internet community by providing:

DIFFERENTIATION (INCREASED TRUST):

The .abb gTLD will simplify how internet users interact with ABB by providing a distinctive domain space. Internet users will be able to directly navigate to .abb gTLD site, saving time and resources searching for an official site. 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. ABB can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .abb domain space, thus providing customers the guarantee that they are dealing with original ABB products. Further it is anticipated that the use of the new .abb gTLD will reduce counterfeits with regard to the ABB trademark. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .abb domain space.


COMPETITION:

The differentiation of .abb gTLD as a trusted site for ABB will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. As .abb will be initially used for ABB and its affiliate entities for internal business use, it is not anticipated to make a direct contribution to increased competition in the market place among prospective registrants. However, the .abb gTLD will encourage internet users to interact with domain names under .abb domain space as a trusted site representing brand authenticity. ABB’s strengthened online brand presence and the ability to implement improvements and mechanisms specific to its business and industry will further promote the use of the .abb gTLD. As a result, .abb will have a flow on effect to enable increased competition between companies and existing TLD operators through the increased trust provided by the .abb domain space. Therefore, the benefits of the proposed .abb gTLD 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.


INNOVATION:

With the expansion of the internet community, 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 the existing domain space due to unavailability of the desired name. 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. ABB has the ability to create second or third level domain names including the possible use of geographic names and IDNs, product names, industry sector solutions or functional subsections within the .abb gTLD. These names will enable ABB to effectively and directly communicate with its customers through the innovative use of domain names. ABB 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 and improved online consumer experience through increased options to engage with ABB online. As a restricted registry, the .abb gTLD will innovate the ways in which ABB can interact with its customers directly and in the presentation of its ABB brand and related products and services online.



18(b)iii. WHAT GOALS DOES YOUR PROPOSED GTLD HAVE IN TERMS OF USER EXPERIENCE?

The proposed .abb gTLD will provide positive user experience, which meets the changing and growing needs of the global internet community. ABB 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 ABB. Therefore, the .abb gTLD will:

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

- represent authenticity thus promoting user confidence;

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

- provide the possibility to use IDNs, at a later stage, to enable customers to interact directly in their native language;

- provide the possibility to use geographic names to localise its websites to connect with internet users in the relevant 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.


At a later stage, ABB may also utilise Internationalized Domain Names (IDNs) at the second level. The use of IDNs will allow internet users to engage with .abb in their native language, creating a more positive user experience and encouraging diversity. As the use of the .abb gTLD evolves, it is anticipated that the use of IDNs, including additional languages, could increase within the .abb domain space.

The .abb 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 existing dispute resolution processes, the .abb 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.

Initially, only ABB and its affiliated entities will be eligible to register domain names in the .abb gTLD. 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.

ABB 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. ABB has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information with regards to collection, use and transfer of personal data.

As the .abb gTLD will only be available to ABB and its affiliated entities, initially, the amount of data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. ABB 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, ABB 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 policies. 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.

ABB will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both ABB and its users interacting with ABB 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 gTLD. ABB already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access, according to good practices and industry standards. ABB has an Information Security Management System in places, which is aligned with the ISO 2700x standard series.


Technical measures implemented include, but are not limited to:

- anti-malware management;

- patch management;

- vulnerability management;

- encryption;

- server and application hardening.


Organisational measures include, but are not limited to:

- the implementation of a mandatory security awareness program for employees;

- an established user provisioning and access management processes (including restriction of access to personally identifiable information to ABB employees on a need to know basis); and

- an information security policy which covers all countries in which ABB does business.


ABB 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 .abb 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.


ABB intends to promote the .abb gTLD to its customers, stakeholders and internet users by:
- making press releases introducing the new .abb gTLD representing ABB’s new online presence;

- redesigning the current abb.com website’s front page to alert users of the new .abb gTLD as the new gate way to interact with ABB online and to redirect customers to the new .abb gTLD site;

- engaging in direct communication with key stakeholders;

- updating selected communications material to indicate the new .abb gTLD as ABB’s new gate way;

- updating social media properties and other related ABB’s sites to introduce the new .abb gTLD site; and

- engaging various medium including but not limited to blog post and YouTube to communicate with its large customer based and internet users informing them of the new .abb gTLD in order to ensure ABB maintains and strengthens consumer trust.


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, 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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