18(c) What operating rules will you adopt to eliminate or minimize social costs?

Prototypical answer:

(i) As mentioned above, our priority will be ensuring that trademark holders receive the preferential treatment for their trademarks as established by the intellectual property laws and regulations. .pizza Sunrise will be run with special care as Applicant expects to see its important registrant base among trademark holders.
Normally the amount of contending Sunrise applications is minimal, but in case of multiple Sunrise applications for the same domain name they will be processed on a first come first served basis.

Applicant recognises there may be increased interest in registering .pizza domain names once the TLD opens up for the general public and is prepared to deal with the launch effect through a special Landrush phase. Possible options for Landrush period include:
- auctions
- premium price first come first served registration
- requests for proposals
- tiered pricing for different classes of domain names
Applicant will conduct a market research to determine the best method of distribution of .pizza domain names during Landrush. One or more options mentioned above may be implemented.

During the General Availability phase registrations will be provided on a first come first served basis.

(ii) Applicant is considering various marketing incentives, including bulk registration discounts and co-marketing programs, but at this stage it would be premature to commit to certain marketing initiatives as a comprehensive market research is need to determine the optimal strategy.

(iii) .pizza domains will be made available for periods from 1 to 10 years, in accordance with the ICANN requirements. Applicant will not be making any contractual commitments regarding price changes, but will comply with the corresponding provisions regarding notice periods in the new TLD registry agreement.

Similar gTLD applications: (1)