gTLD	Full Legal Name	E-mail suffix	Detail
.mcdonalds	McDonald’s Corporation	us.mcd.com	View

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 .mcdonalds gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. McDonald’s also seeks to foster its online reputation and provide an authoritative internet space through which McDonald’s can communicate with its customers directly and effectively. The ability to create second level domain names on demand related to specific marketing and specialty product development supports these goals.


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 .mcdonalds gTLD will make positive contributions to the internet community through:

DIFFERENTIATION:
The .mcdonalds gTLD will simplify how internet users interact with McDonald’s by providing a distinctive domain space with simple navigation and easy access to information. Internet users will be able to directly navigate to the .mcdonalds gTLD site, saving time searching for an official site. By maintaining complete control over the domain names registered under the .mcdonalds domain space, Internet users will be able to rely on the authoritativeness of the domain names under .mcdonalds.

COMPETITION:
The differentiation of .mcdonalds gTLD as a trusted site for McDonald’s will drive TLD registry operators to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under .mcdonalds domain space. As a result, .mcdonalds will have a beneficial effect to enable increased competition. Therefore, the benefits of the proposed .mcdonalds will be distributed not only to its direct customers, but to the community at large encouraging improved services in the market place.

INNOVATION:
With the global expansion of the internet community, the existing TLD structure presents limitations to businesses establishing a coherent global online brand presence to meet their business needs. It is often difficult to register a domain name in the existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as McDonald’s who work across many different geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of the desired name from a third party. Through the .mcdonalds registry, McDonald’s will have the ability to create domain names including the use of geographic names and potentially IDNs on demand which are locally relevant to its customer base and innovative new products. McDonald’s 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.


18(B)III. WHAT GOALS DOES YOUR PROPOSED gTLD HAVE IN TERMS OF USER EXPERIENCE?

The .mcdonalds gTLD will provide a positive user experience, which meets the needs of the global internet community. McDonald’s will maintain control over the registration and use of second level domain names and will ensure that the new gTLD will only be used for purposes authorised by McDonald’s. Therefore .mcdonalds will:

- provide an easy and intuitive reference and access point for internet users;
- represent authenticity thus promoting user confidence;
- direct internet users to locally relevant information and products;
- use appropriate geographic names to connect with internet users in the relevant regions ;
- potentially use IDNs to enable customers to interact in their native language;
- 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.


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.

Only the McDonald’s system will be eligible to register domain names in .mcdonalds. The domain name registration processes will address the requirements mandated by ICANN and will comply with all policy, operational and technical requirements and will adhere to applicable measures to protect customer trust and the stability of the internet.


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.

McDonald’s is committed to protection of personally identifiable and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Personally identifiable and confidential information will be protected in accordance with all applicable US State and Federal laws and regulations relating to internet security, privacy and user’s confidential information, as interpreted and applied, including the Privacy Act 1974 (US). McDonald’s also complies with all applicable data protection laws and regulations in each individual country in which it operates.

As the .mcdonalds gTLD will only be available to the McDonald’s system, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. McDonald’s will provide a publicly available and searchable WHOIS look up facility in accordance with Specification 4 of the Registry Agreement. To prevent misuse of the WHOIS functionality, McDonald’s 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. 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.


18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.

McDonald’s currently intends to include the proposed new gTLD in certain advertising communications to drive consumers to the new branded URLs as appropriate for each country or campaign. This may also result in recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity.

gTLD	Full Legal Name	E-mail suffix	Detail
.seek	Seek Limited	seek.com.au	View

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 .seek gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. SEEK also intends to foster its online reputation and provide an authoritative internet space for all SEEK related products and services, through which SEEK is able to communicate with its customers directly and effectively. The ability to create domain names on demand that are relevant to internet users while maintaining the SEEK branding will create greater flexibility. 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 .seek gTLD will make positive contributions to the wider internet community by providing:


DIFFERENTIATION (INCREASED TRUST):

The .seek gTLD will simplify how internet users interact with SEEK by providing a simplified point of access and a distinctive domain space. Internet users will be able to directly navigate to the .seek gTLD site, via more relevant and shorter domain names, saving time and resources searching for an official site. The current domain name system has shown that it is vulnerable to malicious abuses, such as phishing attacks, due to registration of domain names which aim to exploit consumer confusion. SEEK can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .seek domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of and confidence in the domain names under .seek domain space, which will differentiate interaction between internet users and SEEK.


COMPETITION:

The differentiation of .seek gTLD as a trusted site for SEEK will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under .seek domain space with its shorter domain names that are easier to remember together with increased consumer trust. As a result, .seek will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .seek 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 to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses establishing a coherent global online brand presence to meet their evolving business needs. It is often difficult to register a domain name in existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as SEEK who are looking to register suitable domain names relevant to its services in the employment and education industry and associated marketing campaigns. 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. Seek has the ability to create second or third level domain names including the use of geographic names on demand which are relevant to its customer base, services and products. SEEK will be able to combine its use of the domain space with innovative user focused marketing and services thus increasing engagement via specific sites that are relevant and target users personally thus providing greater consumer choice.


18(B)III. WHAT GOALS DOES YOUR PROPOSED gTLD HAVE IN TERMS OF USER EXPERIENCE?

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

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

- represent authenticity by providing a clear and easily recognised Seek branded domain space thus promoting user confidence;

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

- 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 and incidence of phishing attacks by implementing necessary technical and policy measures;

- strengthen brand reputation and user confidence by eliminating user confusion;

- separate product lines and assist marketing to generate more targeted campaigns; and

- prevent potential abuses in the registration process reducing overall costs to businesses and users.


The .seek gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes via phishing attacks. Although the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .seek 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.

Only affiliate entities of SEEK will be eligible to register domain names in .seek at this stage. 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.

SEEK 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 including the Data Protection Act 1988 (Australia) and the Privacy Act 1993 (New Zealand).

Privacy is of fundamental concern to SEEK’s customers based on the nature of employment services, in which internet users may provide personal information to Seek including their resumes. As such, SEEK has a strong interest in ensuring a high level of privacy protection for its customers. SEEK also has implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information.

SEEK’s privacy statement on its website sets out how Seek collects and disseminates information for all sites it manages. SEEK will only use such personal information in accordance with the purposes set out in the privacy statement and to comply with relevant laws and regulations.

As the .seek gTLD will only be available to affiliate entities of SEEK, initially, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. SEEK 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, SEEK 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 policy. 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.

SEEK will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both SEEK and its users interacting with SEEK 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 .seek gTLD. SEEK already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access including Secure Sockets Layer (SSL), database encryption, secure gateway environment and web application firewalls (WAF).

SEEK 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 .seek 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.

SEEK intends to use the domain names within the new .seek gTLD immediately and intends to launch new websites and applications to best support the new domain space. SEEK is also actively engaging marketing companies to assist Seek with the development of a marketing plan for the effective use of the .seek gTLD in line with its mission and purpose. However, during the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will still be re-directed to current websites. 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.