18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

Beijing RITT in this application is applying for the Chinese IDN string of .CELL only. This is not an application for .CELL (ASCII). The true IDN string will be referred to throughout this application as .CELL (Chinese IDN) for simplicity of review by ICANN.

.CELL (Chinese IDN) is intended to become one of the most common and easily accessible TLDs on the internet, especially targeted to Chinese speakers. It will vastly expand options for creating domains, developing mobile applications, and giving new opportunities to those who have been unable to obtain a desired domain name in Chinese in existing TLDs. Most importantly, it provides the opportunity for the full domain name to be represented in their native language.

As of 2010, there were 444.9 million Chinese-speaking Internet users, making it the 2nd most common language in use on the Internet (Source: http:⁄⁄www.internetworldstats.com⁄stats7.htm). Chinaʹs mobile users have scales to 990 million, with total mobile device activation volume over 1 billion. China is one of the most rapidly developing regions of mobile user growth in the world. The interest and demand for new domains in Chinese is only expected to grow. The .CELL (Chinese IDN) TLD will help facilitate the expansion of those opportunities for Chinese-speaking Internet users.

The China Academy of Telecommunication Research of Ministry of Industry and Information Technology (CATR), a major shareholder of Beijing RITT, is China’s premier state-level research institute. CATR is in charge of assisting the Chinese government to facilitate the development of programs on telecommunications networks and the Internet, undertaking entry-net permit for telecom equipments, and dealing with complaints of Internet users and other related work. The Internet research experts at CATR can accurately determine the trends of Internet development in China and properly implement the related policies of ICANN, thereby supporting the effective rollout of the .CELL (Chinese IDN) TLD.

Based on such considerations, a .CELL (Chinese IDN) TLD will play an important role on promoting the Internet popularity and development in Chinese-speaking countries, especially China. In addition to serving the 1.3 billion Chinese users in China, Beijing RITT will offer services to support the Chinese language users of Asia-Pacific and other global areas, so they can conveniently use their familiar language on the Internet and in mobile applications.

While we expect long-term growth as Internet penetration increases, we expect that awareness and early adoption will ramp up gradually and the first few years will experience a modest adoption rate. Therefore, we anticipate that we will have 30,000 domains under management (DUMs) after three years.

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