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

Prototypical answer:

The Canton believes this new TLD space will provide broad benefits to the residents and visitors of Zurich, businesses and corporations active within the region, as well as the governmental offices and departments of the Canton, the City and communities. Due to the immediately recognizable nature of the space it is envisioned that the TLD will be experienced as an identifier of all things genuinely “Zürich.”


i) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The goal of the TLD is to create a trustworthy, safe, and secure location, where interested Internet users can find an integrated network of information, products and services related to the city and Canton of Zurich. The Canton believes that by properly overseeing this new space, and managing its network of second-level registrations in an intuitive and user-friendly manner, it will increase both Internet user trust and loyalty.

The “.ZUERICH” TLD will create something new – a dedicated space where interested parties from business to government, tourists to local citizens, will come together to find the information, products, services and opportunities they seek. Under the current TLD landscape, this vision is not possible. Certain towns, regions and even countries operate websites, some providing links to networks of external information, but there is nothing like “.ZUERICH.” Never before has a region possessed the opportunities offered by a singly-managed TLD, where content and usage can be carefully monitored and displayed in accordance with a common organizational structure. This space will create a new Internet experience which will benefit all members – whether they be residents, visitors or commercial entities - of the Zurich region.

All “.ZUERICH” domain name registrations will incorporate the Domain Name Registration and Usage Policy for “.ZUERICH,” which outlines the acceptable use guidelines for the space. A draft version of this Policy is provided in the answer to question 18(c) below.


ii) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

The “.ZUERICH” TLD will provide an outstanding alternative to the currently-available gTLD spaces. The very use of a specialized TLD by the Canton of Zurich will ultimately provide many benefits to the users of the new space, not the least of which will be verification of the source identity of the websites active within the TLD. If users are looking for the Canton of Zurichthis name space will provide a location for all relevant information. Further, given the authority of the Canton to review and individually approve each license application, Internet users will know that any information provided in this space will be up-to-date and authentic.

Furthermore, the proposed “.ZUERICH” TLD will be a “clean space” for Internet users seeking information about Zurich, its many business opportunities, cultural and historical background, and it government and structure. Since the Canton of Zurich will have control over all of the registrations in the space, there is no risk of abusive use of these domain names. There will be little opportunity for bad actors to impersonate affiliated corporate agents, perpetrate fraud, or engage in dangerous and illegal Internet scams such as phishing or pharming. Internet users will find only authentic, authorized content within the “.ZUERICH” space, providing them with a level of comfort and safety which the current gTLD landscape cannot give them. The “.ZUERICH” pages will connect Internet users to authorized, safe sites, helping them to find relevant resources and information.


iii) What goals does your proposed gTLD have in terms of user experience?

The Canton of Zurich intends for users to perceive the TLD as a trustworthy source of Zurich-related services, as well as information regarding the region. Accordingly, the Canton will use advanced technical and policy measures to ensure the security of online transactions and communications, and to ensure that domain names in the TLD are only used for authorized purposes. The Canton of Zurich intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

The TLD will reinforce the ideals of the Canton. Therefore, domains within the TLD will only be used for purposes authorized by the Canton, and the Canton will closely monitor the content of any and all domains licensed to affiliates. Domain usage policy will be established and enforced in order to safeguard the Internet user experience and the reputation of the space. Failure to follow such guidelines may result in the revocation of the relevant license by the Cantonal authority.

Accordingly, visitors to the “.ZUERICH” TLD can expect to find a well-organized and comprehensive network of information related to the Canton, showcasing the opportunities available therein.


iv) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

It is envisaged that the Canton of Zurich will be the sole registrant of domain names within the TLD, which will ensure that such domain names only are used for purposes authorized by the Canton of Zurich. Such single-registrant restriction will be included in the applicable Registry-Registrar agreement. A draft version of the anticipated Domain Name Registration and Use Policy for the “.ZUERICH” space is provided at the end of the answer to question 18(c).


v) Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users?

The Canton of Zurich intends for users to perceive the TLD an integrated, unique and trustworthy location for their Zurich-related questions, searches, and transactions. Internet user trust is greatly enhanced when said users know they are interacting with the businesses, public entities, organizations and offices of their choice in a safe, confidential online platform where their private or personal information is securely protected. The Canton of Zurich 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 authorized purposes. The Canton of Zurich intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

The Canton of Zurich 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. The Canton of Zurich will also comply with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information.

Furthermore the Canton of Zurich, in conjunction with its Registry Service Provider, intends to employ reasonable practices with respect to the security of online transactions and users’ private or confidential information in its new TLD space. The Canton will look to the practices of other industry-leading gTLD registries, such as the “.com” space, to determine a comprehensive set of best practices with regard to user privacy.

The Canton of Zurich is committed to making the “.ZUERICH” space fully compliant with all published best practices guidelines. For further information concerning privacy protections and data security within the “.ZUERICH” space, please refer to the answers contained in section 23-44 below.


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

The Canton of Zurich believes Internet users will quickly become familiar with the new space through its anticipated advertising efforts. The Canton intends to utilize its new TLD on marketing and promotional materials, encouraging users to visit and engage the new websites. Given the anticipated benefits of the new name space, the Canton believes Internet users will readily adopt the TLD. The Canton believes that with time, publicity, and word-of-mouth communication, Internet users will become familiar with the name space.

Additionally, noting the anticipated breadth of ICANN’s New gTLD launch, it is apparent that other entities are considering the adoption of new gTLD spaces, tailored to the applicants’ particular needs. The Canton believes that within a short time, consumers will become accustomed to searching for these specific TLD spaces in which to conduct their relevant online transactions.

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