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

Prototypical answer:

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

The .ECO gTLD will benefit green-centric registrants by providing new space on the Internet which is specifically relevant to their endeavors. .ECO registrants who previously found their online presence was lost in the plethora of more generalized TLD’s will have the opportunity to have a more prominent and more immediately recognizable Internet presence. The .ECO gTLD will create new branding and marketing opportunities for companies. This will be achieved by allowing those companies’ client base to be immediately aware that they are eco-friendly and⁄or have a sustainability focus. .ECO will provide a more specific and relevant domain space for those who want to reach those seeking green products and services.

The user will be provided with a central resource for green products and services, as the specificity of the .ECO domain will cut down the user’s encounter with irrelevant⁄unrelated information.

The availability of new gTLDs such as .ECO will benefit providers of ancillary services, including registry and hosting services, as the arrival of a new gTLD will create additional need for these services.

As the .ECO gTLD will promote sustainability, and as Planet.ECO will donate a portion of revenue from .ECO sales to environmental causes, the .ECO gTLD will provide the benefit even those who do not purchase our services. .ECO will be promoting global environmental stewardship, and the Earth is shared by all of us.


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

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

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

.ECO is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. Online consumers demand reliable, scalable service offerings. Internet based commerce is no longer an afterthought and we recognize that registrants that choose a .ECO domain expect it to be available and secure. Planet .ECO, LLC has engaged AusRegistry International (“ARI”) to provide registry services and support for .ECO domains. ARI has vast experience in managing TLDs, and otherwise in the domain name industry. We are confident in ARI’s abilities to deliver excellent technical service to us, our registrars, and all .ECO registrants.

Planet.ECO intends to not only work with ARI for quality back-end service, we will also be offering the .ECO domain through select long-standing, customer-service driven domain registries to help support the owner of a .ECO domain name on the front-end once the purchase has been made.

We want to provide a valuable service at a fair price to those who are interested in environmental causes. We understand the importance of providing a stable, reliable, and secure technology platform that our customers can rely upon to provide their audience with ease of business and communications.

.ECO will provide an alternative to the current TLDs.
.ECO will serve as a differentiation force, as a distinctive Internet space that simplifies users’ seeking out people and entities that identify with environmental causes, sustainable products and services, and all other activities within the green sector.

The availability of and potential registration of new domains with .ECO 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.

Domain names are saturated and, in several instances, the ideal names for many companies have already been secured. In some cases, those ideal domain names may be unavailable due to cybersquatting. As an example, “John Doe” has a green business, but JohnDoe.com is likely already in use. Mr. Doe may have to lengthen his name to JohnDoeGreenProducts.com to properly brand himself on the internet. Long domain names are not ideal as they are harder for the consumer to recall and subject to typos making it cumbersome. Moreover, as undesirable as a longer domain name may be, even that name convention is probably already owned by another party. Mr. Doe may then decide he needs to buy ad space on an easy to find and recall green web site such as Planet Green. These are not the most ideal solutions as he has lost direct connection to his target audience and if he has to purchase ad space on another site, he has just increased his advertising budget and further, is not in control of the content or popularity of that site he places his ad on. With .ECO, John Doe can purchase JohnDoe.ECO, and in an instant, what he represents is evident and prominent.

These expenses and complications can be dramatically reduced over time through the expansion of gTLDs.

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


Planet .ECO LLC intends for users to perceive .ECO as a trustworthy indicator of the source of online information and services relevant environmental causes. We intend 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.

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


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

The .ECO TLD will be open and unrestricted -- allowing anyone to select an appropriate .ECO domain name for their own legitimate purposes. Bad faith and other illegal uses of .ECO 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, we 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.

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

We intend 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, Planet.ECO, LLC complies with all applicable laws and regulations relating to internet security and the privacy of users’ confidential information.

As outlined in response to Question 30a, through ARI we are able to commit to the following:
– Safeguarding the confidentiality, integrity and availability of registrant’s data.
– Compliance with the relevant regulation and legislation with respect to privacy.
– Working with law enforcement where appropriate in response to illegal activity or at the request of law enforcement agencies.
– Maintaining a best practice information security management system that continues to be ISO27001-compliant.
– Validating requests from external parties requesting data or changes to the registry to ensure the identity of these parties and that their request is appropriate. This includes requests from ICANN.
– That access to DNS and contact administrative facilities requires multi-factor authentication by the Registrar on behalf of the registrant. – That Registry data cannot be manipulated in any fashion other than those permitted to authenticated Registrars using the EPP or the SRS web interface. Authenticated Registrars can only access Registry data of domain names sponsored by them.
– A Domain transfer can only be done by utilizing the AUTH CODE provided to the Domain Registrant.
– Those emergency procedures are in place and tested to respond to extraordinary events affecting the integrity, confidentiality or availability of data within the registry.

This TLD is a generic TLD and as such requires security considerations that are commensurate with its purpose. Our goal with this TLD is to provide registrants with adequate protections against unauthorized changes to their names, without making the registration process too onerous and thus increasing costs.

ARI follows the highest security standards with respect to its Registry Operations. ARI is ISO 27001 certified and has been in the business of providing a Registry backend for 10 years. ARI have confirmed their adherence to all of the security standards as described in this application. As per recommendation 24 this ensures that the technical implementations do not compromise elevated security standards.

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

Registrants of the .ECO gTLD will be doing so in anticipation that this new domain space will provide them with meaningful and quickly recognizable name conventions which allow for domain names that match their focus and interests. As with the introduction of any new product or service, awareness needs to be raised to promote it. Outreach and communications will help Planet.ECO, LLC promote the .ECO gTLD, which in turn will provide registrants of .ECO with a robust, active Internet space.
Along with traditional forms of outreach, Internet-based technology has created various channels of communication, outlined below, which will give Planet.ECO, LLC the broad choices for communicating the availability of the new .ECO gTLD. Planet.ECO, LLC has the capability and expertise which will allow us to maximize outreach and communication through the following methods:

*Brand messaging through social networks. The explosion of technologies linking large populations of users has made reaching a wide audience significantly easier. Planet.ECO, LLC will continue to host social media pages and launch an active awareness campaign that will allow rapid awareness of .ECO.
*Co-marketing with Registrars. Early adopter and multiyear discounts will be offered.
*YouTube: Viral videos featuring the .ECO brand
*Philanthropy: Our contributions back to environmental causes will not only achieve our main goal of protecting the environment, they will help generate awareness of the .ECO gTLD.
*Print media (newspaper⁄magazine), television, radio, and direct marketing to businesses and brand holders.
*We will also seek endorsements from those well-known to promote sustainability (e.g., thought-leaders, academics, sustainability-minded organizations⁄groups, political and community leaders, etc).

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