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

Prototypical answer:

The DOT DESI TLD is intended to benefit internet users by enabling DESI region residents and Diaspora to communicate more easily and effectively with each other and across the global internet. Users will benefit from a more distinctive and trustworthy internet experience in dealing with DOT DESI domain registrants because of the specific nature of the TLD. When a domain with the DOT DESI extension is identified, the expectation is that that entity is connected to the DESI culture. It will help filter search results that are unrelated.

The Company expects to provide an ample supply of relevant and available domain names for interested persons to claim an internet presence within the DOT DESI domain space. Today, DESI residents and Diaspora do not have any particular domain space catering to their needs, but instead use a variety of the existing gTLDs and ccTLDs without any consistency across the region and its Diaspora.


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

DESI Networks, LLC, is committed to being a respected leader in the TLD space with a reputation for offering a quality product and superior service levels. Our goals are as follows:

- To promote cultural awareness and collaboration for the DESI population and those interested in the DESI culture. We will enhance the DESI experience by engaging associations, organizations and individuals that have an active interest in the DESI lifestyle, culture, and values and providing a channel for them to make their services known. Our marketing and communications will highlight the people and the culture. We will assist members of the Diaspora by helping cultivate interactions online. Millions of people and entities identify with the DESI region and as a result will benefit from registering under the DOT DESI TLD. We seek to make DOT DESI ubiquitous across the DESI region and parts outside:
- To be a respected member of the international community known for integrity, innovation and philanthropy
- Provide a valuable service at a fair price to people who are interested in the DESI lifestyle, values and cultures
- Provide a stable, reliable and secure technology platform that our customers can rely upon in providing their business and communications to the online DESI collective


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

DOT DESI will provide an alternative to the current TLDs. Our focus upon the DESI cultures, region and Diaspora sets us apart. We are committed to the values, beliefs, lifestyles and cultures of the DESI people worldwide. DOT DESI will serve as a differentiation force, as a distinctive name space that simplifies users’ choice to interact with people and entities that identify with the DESI region and cultures. For example, a restaurant with a similar naming convention can stand out by using a DOT DESI extension. ‘Restaurant.DESI’ demonstrates a definitive perspective and would not likely be confused with ‘Restaurant.com’, .biz or .info. Furthermore, the Company expects that many users will be able to directly navigate to intuitive DOT DESI domains and subdomains; saving time and resources from first accessing a search engine.

The Company’s expectation is that consumers will learn to distinguish the new TLDs from the existing TLDs and from other new generic, branded, geographical or cultural TLDs. The availability and potential of registration of new domains with DOT DESI ultimately should foster competition by diverting the number of domain registrations with existing registration providers. This effect, multiplied by the advent of many new TLDs, would result in increased competition among the existing registration providers. This will create a need to compete more fiercely for the remaining business interest in their existing TLDs, and with many new organizations offering use and⁄or registration of new TLD domain names. The logical effect should be lower pricing and better service for all internet users.

Today it is often difficult to find a relevant and easily available domain name from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market. All new domains must be purchased from third parties and then managed as intellectual property assets. These expenses and complications can be dramatically reduced over time. The DOT DESI TLD will allow people and entities with an affinity to the DESI region and cultures to innovate and create many uses for domain names which with today’s restrictions on the availability of domain names are too complicated.

An ample supply of immediately available, relatively inexpensive domain names relevant to the DESI region and Diaspora will thus foster competition and lessen the financial burden on new registrants seeking domain names to perpetuate their brands, businesses, organizations, or other objectives.

Initially, DESI Networks LLC has decided not to pursue IDNs for DOT DESI. It is our intent to incorporate IDN support in the future when the technology is more developed.

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

DOT DESI is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. We know that consumers demand reliable, scalable service offerings and that our success demands that we are continually improving our performance and services. Internet based commerce is no longer an afterthought and we recognize that registrants that choose a DOT DESI domain expect it to be available and secure. The Company’s goal is to promote online infrastructure and services to encourage internet users from the DESI regions and Diaspora to interact online with each other. To that end, DESI Networks LLC has engaged KSregistry GmbH, owned by Key-Systems GmBH, to provide registry services and support for DOT DESI domains. Together with ICANN-accredited registrar Moniker, who owns part of the KeyDrive group, (the holding company of Key-Systems) the organization manages over 6 million names and ranks #6 (2012) amongst the world’s largest ICANN-accredited registrars.

Key-Systems GmbH has gathered experience in various roles in the domain business for more than ten years and has access to extensive knowledge in the domain business. This deep industry knowledge and experience has also been transferred to KSregistry GmbH, the technical provider of the KSregistry system (KSR). The commitment to excellence, extensive service offerings, scalable infrastructure and service level agreements offered by KSregistry played a major role in their selection by Desi Networks LLC.

DESI Networks LLC intends for users to perceive DOT DESI as a trustworthy source of online information and services relevant to the DESI cultures, region and Diaspora. DESI Networks intends to provide a safe and legitimate Internet space, enhancing user experience by addressing ICANN mandated policies related to abuse prevention and mitigation, rights protection mechanisms, and security, as further described in our response to Questions 26, 28, 29, and 30.


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

The DOT DESI TLD will be open and unrestricted -- allowing anyone to select an appropriate DOT DESI domain name for their own legitimate purposes. Bad faith and other illegal uses of DOT DESI domain names will not be tolerated. The Company will implement an Acceptable Use Policy as further described in response to Question 28, and also will implement the UDRP, URS and all other ICANN-required rights protection mechanisms. Further, DESI Networks will implement additional rights protection mechanisms as described in response to Questions 28 and 29.


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.

DESI Networks, LLC intends for users to perceive DOT DESI as a trustworthy indicator of the source of online information and services. User trust is enhanced when users are confident that their private or confidential information is securely protected. The Company intends to provide a safe and legitimate Internet space that enhances user experience by mitigating security-associated risks. With respect to WHOIS data, DESI Networks, LLC intends to comply with ICANN policies and otherwise to ensure that complete and accurate WHOIS information is readily accessible for every DOT DESI domain name.

DESI Networks, LLC 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. Furthermore, the Company complies with all applicable laws and regulations relating to internet security and the privacy of users’ confidential information.


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

DESI Networks, LLC will promote the DOT DESI TLD more proactively than other TLDs have traditionally done in the past. Given the volume of potential new TLDs available to the public, it will be necessary to find new ways to communicate with potential registrants in order to stand out. In the early stages of the launch, it will be critical to promote DOT DESI continuously and through a variety of mediums. Examples of the channels we are developing are as follows:

- Traditional marketing sources: print media and direct marketing to businesses and brand holders
- Youtube: Viral videos featuring the DOT DESI brand will be spread throughout the DESI network
- Co-marketing with Registrars: Early adopter and multiyear discounts will be offered
- Brand messaging through social networks: The explosion of technologies linking large populations of users has made reaching a wide audience significantly easier. DOT DESI will host social media pages and launch an active awareness campaign that will allow rapid awareness of the TLD
- Philanthropy: Our contributions back to the region will help generate an awareness of the DOT DESI TLD

As a result of the new TLD program and additional domains available, the Company anticipates that user adoption will be widespread. Furthermore, use of domains within DOT DESI will help communicate to the intended audience the availability of the TLD, not only for the specific purpose at hand, but also for general or intuitive purposes. For example, a user who first sees an advertisement for productname.DESI may later directly navigate to company.DESI to search for other products of the producer. Search behaviors will change over time and consumers will become accustomed to searching for content based on extensions.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD. These two components will be inherent via use of the TLD and further will be enhanced by the viral nature of communications about the TLD and those individuals and entities who use the DOT DESI domains. It appears there will be many other geographical and cultural TLDs presented to internet users. Consequently, it is expected that the outreach, communications and media relating to each individual TLD, will lead to collective benefits. Many internet users will quickly grasp the concept behind these TLDs and will expect companies to operate them in generally consistent ways.

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