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

Prototypical answer:

18(b) The TLD is intended to benefit Internet users and registrants alike by promoting mourning and reconciliation for an event of high emotion through contributed content creation, engagement and expressions of remembrance on a structured, distributed platform. Internet users will benefit from a more distinctive and trustworthy Internet experience in dealing with .RIP domain registrants and users. .RIP expects to provide an ample supply of relevant and available domain names for people to claim an Internet memorial presence within the .RIP domain space.

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

The goal is to promote .RIP domains as the place on the Internet reserved for condolence, death and remembrance. The dotRIP platform will support this goal by providing unique site features and resources to encourage users to interact online with each other around the event of death. Most domain registrants will likely build their memorial site on dotRIP’s platform; we do not expect many registrants to build a site independent of our platform or to use the domain for email. Today, millions of people use digital memorial services. dotRIP seeks to make .RIP domain names ubiquitous by creating a recognized platform for people who wish to create a digital memorial that is user-centric, easy to use and scalable to the technical or time-sensitive constraints of the user.

In order to achieve this goal, dotRIP intends to provide a trusted and secure domain space, with the highest industry standard service levels. dotRIP has chosen Instra Corporation Pty Ltd. as its partner and back-end registry services provider, with the expectation that it will deliver world-class service to the TLD and to all .RIP domain registrants and users. Instra, an ICANN-accredited registrar, is a proven and reputable domain name registrar and technology developer with more than ten years of industry experience. dotRIP will demonstrate in this application that its financial partner, Domain Directors Pty Ltd, and its service provider, Instra Corporation Pty Ltd, are able to provide service levels that meet or exceed the highest standards for TLD operation. Both Instra and Domain Directors are related entities in that they share the same owner and operate together. Instra has subcontracted with KSregistry to provide back-end registry services to this TLD.

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

The .RIP TLD will the place on the Internet exclusively reserved for condolence, death and remembrance. In addition, dotRIP’s will provide an alternative to the current memorial sites by offering a user-centric, easy to use and scalable platform appropriate for a wide variety of users from diverse geographies, cultures and religions. The TLD will serve as a differentiation force, as a distinctive name space that simplifies users’ choice to interact with people globally around the event of death.

dotRIP expects that many users will be able to directly navigate to intuitive .RIP domains and subdomains, saving time and resources when first accessing a search engine.

Today, it is difficult or impossible to find a relevant and easily available domain name from existing registration providers that combines a simple, unique website address with a platform for site creation and collaboration around death and remembrance. An ample supply of immediately available, relatively inexpensive domain names relevant to remembrance is likely to drive greater engagement and understanding among the mourning, and pay dividends in ways we do not currently foresee in terms of Internet expansion and engagement.

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

The .RIP TLD is intended to function with advanced technologies and best business practices, ensuring a trustworthy and positive user experience that is respectful of the subject matter of condolence and memorial. The goal is to promote the .RIP TLD as a unique domain space and to encourage Internet users to interact online around the event of death for memorial, remembrance and condolence purposes. A .RIP domain is designed to be a unique, simple web address. The site platform (where dotRIP expects most registrants to build a site) will focus on being user-centric, easy to use and scalable for the individual needs of the user. dotRIP intends for users to perceive the TLD as a trustworthy registry for the exclusive purpose of memorials and condolence. dotRIP intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks, as further described in response to Questions 28 and 29.

In addition, the TLD will provide an easily navigable and predictable domain name space along with easy-to-use link forwarding tools. All of this will lessen users’ confusion when interacting online, as the intuitive meaning of “RIP” will differentiate .RIP websites from websites that are brand oriented.

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

The .RIP TLD will be open and unrestricted, allowing anyone to select an appropriate .RIP domain name for the exclusive purpose of memorializing the dead or providing related services. Bad faith, trolling or other improper uses of .RIP domain names or dotRIP’s platform will not be tolerated. .RIP’s Acceptable use Policy for registrants and users of the dotRIP platform are fully described in response to Question 28. dotRIP also will implement the UDRP, URS and all other ICANN-required rights protection mechanisms. Further, dotRIP will implement additional rights protection mechanisms as described in response to Questions 28 and 29, in effort to provide a more secure, trusted and different TLD registration service than is available from the legacy gTLD providers.

(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.

dotRIP intends for users to perceive the TLD as a trustworthy steward of online information and services. Trust is enhanced when users are confident that their private or confidential information is protected and the Acceptable Use Policy is enforced. dotRIP intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks. With respect to WHOIS data, dotRIP intends to comply with ICANN policies and otherwise provide additional mechanisms to ensure that complete and accurate WHOIS information is readily accessible for every .RIP domain name.

dotRIP 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, dotRIP will employ commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information. Of paramount importance is ensuring that registrants and user’s platform content complies with dotRIP’s Acceptable Use Policy. The TLD’s Acceptable Use Policy will contain strict content and site use standards and restrictions. The TLD plans to enforce the Acceptable Use Policy by employing a site content editor to investigate potential Acceptable Use Policy violations. In addition, the TLD will use artificial intelligence and other machine tools that can scan site content for potential Acceptable Use Policy violations. .RIP’s Acceptable Use Policy is fully described in Question 28.

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

Use of domains in the TLD will result in outreach and will communicate to the intended audience the practicality of the TLD, not only for the specific purpose but also for more general or intuitive purposes. For example, a user who first visits a .RIP memorial page may later directly navigate to .RIP to search for the deceased or to explore registration options. Over time, dotRIP’s communication and outreach initiatives will lead users to understand the purpose of the .RIP TLD and appreciate its special offering in the memorial and condolence space on the Internet. Besides dotRIP’s own specific efforts to communicate the new TLD to users through promotion, dotRIP expects users and relevant media to contribute to awareness about the distinctive features of the .RIP TLD and the resources available for death, remembrance and condolence purposes.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD. As more users engage with a .RIP website, the viral nature of communications about the TLD and the people who use .RIP domains as memorial sites will expand. As it appears there will be many other new generic TLDs presented to Internet users, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit insofar as many Internet users will quickly grasp the concept behind the TLDs and will expect many people to operate them in generally consistent ways for the benefit of all Internet users.

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