gTLD	Full Legal Name	E-mail suffix	Detail
.世界	Stable Tone Limited	rodenbaugh.com	View

(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others? Answers should address the following points:
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?
iv. Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.
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.
vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The .世界TLD is intended to benefit Chinese-speaking internet users by enabling individuals, entities and businesses to have access to a Chinese language TLD and domain name so they can communicate more easily and effectively with one another as well as with all Chinese language Internet users. Chinese speaking Internet users will benefit from a more distinctive and trustworthy internet experience in dealing with .世界 domain registrants and users.

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

The Company intends to provide a distinctive and common-sense TLD for Chinese-speaking individuals, corporations and other entities and businesses to communicate and provide information, content and commerce to one another. One fifth of the world’s population speaks Chinese, yet there are no existing gTLDs in Chinese language other than ASCII TLD, which offer a hybrid solution (i.e. ASCII.IDN). Individuals, corporations, entities and businesses inside and outside of China will be well served with a Chinese language .世界TLD which would be more targeted than a .com address and less restrictive than comparable ccTLD options. The Company seeks to make .世界 domain names familiar to Chinese-speaking individuals, corporations and other entities and businesses as having almost entirely Chinese language content, and thus valuable to companies and persons desiring to provide information, goods and services to Chinese speaking Internet users. The current restrictions on the availability of domain names make it difficult and complicated to establish a presence online, as evidenced by the paltry number of domain names and websites when compared to Chinese Internet users. The company hopes the campaign to introduce the .世界TLD will also lead to domain name growth and a greater choice of content and intuitive in¬-language domain names for the average Internet user.

In order to achieve this goal, the Company intends to ensure the .世界TLD is a trusted and secure domain space. The Company has chosen Neustar as its back-end registry services provider, with the expectation that Neustar will deliver world class service to the Company and to all .世界 domain registrants and users. The Company also intends to implement an Acceptable Use Policy designed to set and maintain expectations with the registrants to ensure the namespace maintains its focus on quality content.


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

The TLD will provide an alternative to the current ASCII or hybrid TLDs, catering specifically to the Chinese-language population of the world. The TLD will serve as a differentiation force, as a distinctive name space that simplifies users’ choice to interact with people, entities and businesses that wish to communicate in the Chinese language.

The Company expects that many users will directly navigate to intuitive .世界domains and subdomains, saving time and resources from first accessing a search engine.

The registration and use of domains within the .世界TLD will provide stark differentiation from existing non-Chinese language domains. Today, it is often difficult to find any relevant and easily available second level domain name from existing gTLD and ccTLD registries. This is also true of the Chinese language IDNs at the second level, where there has been a great deal of speculation by domain investors. The .世界TLD will allow people and entities with an interest in communicating in Chinese language to innovate, and to create many uses for domain names which, with today’s restrictions on the availability of domain names, are too complicated.

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

The .世界TLD (.shijie) is supported by leading-edge technologies such as DNSSEC, and internationalized Whois, not to mention a reliable and scalable registration and resolution infrastructure provided by Neustar. In addition, policies such as the Acceptable Use Policy ensure a curated, trustworthy and positive user experience. The Company will promote the .世界TLD (.shijie) to encourage Chinese-speaking Internet users to become aware of the .世界TLD (.shijie) and to then prefer to interact online with other Chinese language Internet users employing and preferring this TLD above all others.

More specifically, the Company intends for users to perceive the TLD as a trustworthy indicator of the source of online information, goods and services relevant to Chinese language speakers. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks, as further described in response to Questions 26, 28 and 29.

In addition, the .世界TLD (.shijie) will provide an easily recognizable, and navigable and predictable domain name space. For example, there will be secondary domain names in Simplified Chinese characters such as geographicnames.世界for localized websites, and product.世界for websites targeting the Chinese language user. All of this will lessen users’ confusion when interacting online.


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

The .世界 TLD will be open and unrestricted, allowing anyone to select an appropriate .世界 domain name for their own legitimate purposes.

Reserved Names:

However, the Company recognizes both the ICANN requirement and domain industry practice of reserving (preventing) the registrations of selected strings and intends to comply pursuant to the following Reserved Names and Dispute Resolution Mechanism policies.

In .世界TLD (.shijie) the Company will reserve the following classes of domain names, which will not be available to register via the Sunrise or subsequent periods:

- The reserved names required in Specification 5 of the new gTLD Registry Agreement.

- The geographic names required in Specification 5 of the new gTLD Registry Agreement, and as described in Question 21 and Question 22 (“Protection of Geographic Names”).

- The registry operator will reserve its own name and variations thereof, and registry operations names (such as nic.世界, and registry.世界, etc. These may be reserved in both Simplified Chinese script and in English (ASCII). This has been a standard practice in ICANN’s past gTLDs.

- The Company will also reserve names related to ICANN and Internet standards bodies (ex: iana.世界, etc.).

The Company also does intend to set aside some generic names in both Chinese IDN and English (ASCII) second level. However, to be conservative, the Company has kept any financial projections related to Premium Names to zero.

Dispute Resolution Mechanisms:
Trademark rights holders will have access to several dispute mechanisms. These are fair and transparent processes to adjudicate claims to domain names, such as:

- The Company will operate a Sunrise Dispute Policy to provide special protection of qualified trademark rights. Additional details on this process can be found in Question 29.

- The ICANN required Uniform Dispute Resolution Policy (UDRP) will apply to .世界TLD (.shijie). Please note details in question 29.

- .世界TLD (.shijie) domains will also be subject to the Universal Rapid Suspension (URS) policy. We detail our implementation of the URS in question 29.

- The Company will also comply with ICANN’s Registrar Transfer Dispute Resolutions Policy (http:⁄⁄www.icann.org⁄en⁄transfers⁄dispute-policy-12jul04.htm). Our technical and operational services are designed to support this dispute mechanism.

Regular Sunrise Period Use of Trademark Claims Services System:

The Company will initiate a Sunrise period of 30 days to allow trademark rights holders to obtain their desired names. However since the .世界TLD (.shijie) will be introduced amidst great competition from both ASCII and IDN TLDs, the Sunrise volumes expected are modest. Company will also use the Trademark Clearing House services for the duration of Sunrise and will comply with all ICANN related policies.

Other:

The Company will also employ Abuse mitigation and detection technologies and policies to mitigate abusive and fraudulent uses of .世界TLD (.shijie). The Company will also implement an Acceptable Use Policy as further described in response to Question 28. Please see additional detail in responses Questions 26, 28 and 29.

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.

The Company intends for users to perceive the TLD as a trustworthy indicator of the source of online information, products and services. User trust is enhanced when users are confident that their private or confidential information is securely protected. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks. With respect to WHOIS data, The Company intends to comply with ICANN policies and otherwise to ensure that complete and accurate WHOIS information is readily accessible for every .世界TLD (.shijie) domain name.

The Company 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. And of course, The Company complies with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. Furthermore, The Company already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.

The Company reserves the right to manually verify the WHOIS information of every applicant for any domain name, at any time in its discretion.


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

Use of domains in the .世界TLD (.shijie) will effectively outreach and communicate to the intended audience the availability of the TLD, not only for the specific purpose at hand but also for more general or intuitive purposes. For example, a user who first sees an advertisement for product name.世界may later directly navigate to company.世界 to search for other products of the producer. Besides the Company’s own specific efforts to communicate the new TLD to its intended audience, the Company expects that audience and relevant media to further communicate the TLD as they communicate about the Company, the TLD, and the many domain names, websites and services located at a.世界 address. As one of the first Chinese-language IDN gTLDs, the Company expects a substantial degree of publicity and word-of-mouth marketing within the Chinese-speaking community.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent via use of the TLD, and further will be enhanced by the viral nature of communications about the TLD and individuals and entities who use .世界 domains. As it seems there will be many other new gTLDs presented to internet users, including a number of other Chinese-language IDN gTLDs, 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 these TLDs, and will expect many companies to operate them in generally consistent ways.

gTLD	Full Legal Name	E-mail suffix	Detail
.健康	Stable Tone Limited	rodenbaugh.com	View

(b) The .健康TLD (.jiankang) is intended to benefit Chinese-speaking internet users by enabling such persons, entities and organizations to communicate more easily and effectively with each other and with all internet users about personal healthy lifestyles. Internet users will benefit from a more distinctive and trustworthy Internet experience in dealing with .健康 domain registrants and users. Today, there is no particular top-level domain space devoted to personal healthy lifestyle issues, in any language. Instead, relevant content is dispersed among a variety of the existing gTLDs and ccTLDs without any consistency. This presents two problems. The prospective registrants (individuals, companies and entities in the wellness care, leisure care, fitness and sports, healthy food and drink, etc. market) have but a limited choice of TLDs to register in. Furthermore, since the choices of TLDs are limited, they are unable to rely on an intuitive and in-language address, hence they are forced to compete for a very targeted audience with a number of other entities representing any and all content. Introducing a targeted and intuitive TLD focused on healthy lifestyles, products and services, will not only prove to be innovative, but it will also help the average internet end-user to have choices other than paid-for search to find the content they seek.

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

Stable Tone intends to provide a distinctive and Intuitive TLD for Chinese-speaking individuals, entities and organizations to communicate and provide content and products relating to healthy lifestyles, products and services. Concern with and an interest in healthy lifestyle, products and services is an almost universal phenomenon, across many demographics. These individuals or Internet users will benefit from an easy and intuitive way to find the content they are looking for. In addition, other individuals, as well as companies and organizations with information, products or services related to healthy lifestyles, products and services would benefit from registering and using the .健康domain to differentiate and distinguish their site or business. There are virtually no existing gTLDs in any character script other than ASCII. Stable Tone seeks to make .健康 domain names familiar to Chinese-speaking people, entities and organizations as a TLD focused on quality content, and thus make the .健康TLD (.jiankang) valuable to companies, entities and individuals who have or plan to provide information, goods or services related to healthy lifestyles, products and services. Stable Tone will do this by actively marketing the TLD as a premium and recognized platform for registrants to express themselves online.

In order to achieve this goal, Stable Tone intends to provide a trusted and secure domain space, with industry standard service levels. Stable Tone has chosen Neustar as its back-end registry services provider, with the expectation that Neustar will deliver world class service to Stable Tone and to all .健康 domain registrants and users. Stable Tone also intends to implement an Acceptable Use Policy designed to set and maintain expectations with the registrants to ensure the namespace maintains its focus on quality content related to healthy lifestyles, products and services.

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

This TLD will provide an alternative to the current TLDs, which are, for the most part, ASCII and very generic (ex: .com or .cn). The .健康TLD (.jiankang) is focused on the general topic of healthy lifestyles, products and services, and would cater specifically to the Chinese speaking population, specifically mainland Chinese who use Simplified Chinese characters. The TLD will automatically be differentiated from the current choices, as a distinctive name space that simplifies users’ choice to interact with individuals, entities and organizations that wish to communicate about topics of healthy lifestyles, products and services.

Stable Tone expects that many users will be able to directly navigate to intuitive .健康domains and subdomains, saving time and resources from first accessing a search engine.

The registration and use of domains within the .健康TLD (.jiankang) will provide stark differentiation from existing competition because Stable Tone intends to focus on premium domains at premium pricing. This model may provide valuable experience for other existing and future registries in pricing their domains. Either way, the model proposed for .健康TLD (.jiankang) marketing and sales will help fulfill one of ICANN’s purposes for the new gTLD program, namely to bring more innovation and experimentation in the domain industry, towards the goal of serving internet users better.

Today, it is often difficult to find a relevant and easily available domain name from existing registration providers. The .健康TLD (.jiankang) will allow people and entities with an interest in communicating about healthy lifestyle, products and services to innovate, and to create many uses for domain names which, with today’s restrictions on the availability of domain names, are too complicated.

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

The .健康TLD (.jiankang) is supported by leading-edge technologies such as DNSSEC, and internationalized Whois, not to mention a reliable and scalable registration and resolution infrastructure provided by Neustar. In addition, policies such as the Acceptable Use Policy, as well as the registry’s business model and processes which rely on a dedicated sales force to sell the secondary domain names and use the registrars for provisioning, all ensure a curated, trustworthy and positive user experience. Stable Tone will promote the .健康TLD (.jiankang) online infrastructure and services to encourage Chinese-speaking Internet users to become aware of the .健康TLD (.jiankang) and to then prefer to interact online with each other regarding issues of healthy lifestyles, products and services, using this TLD above all others.

More specifically, Stable Tone intends for users to perceive the TLD as a trustworthy indicator of the source of online information, goods and services relevant to healthy lifestyles, products and services. Stable Tone intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks, as further described in response to Questions 26, 28 and 29.

In addition, the .健康TLD (.jiankang) will provide an easily recognizable, navigable and predictable domain name space. For example, there will be secondary domain names in Simplified Chinese characters such as “geographicnames.健康” for localized websites, and “product.健康” for websites related to products relevant to healthy lifestyle, products and services. All of this will lessen users’ confusion when interacting online.

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

The .健康TLD (.jiankang) will be open and unrestricted, allowing anyone to select an appropriate .健康 domain name for their own legitimate purposes.

Reserved Names:

However, Stable Tone recognizes both the ICANN requirement and domain industry practice of reserving (preventing) the registrations of selected strings and intends to comply pursuant to the following Reserved Names and Dispute Resolution Mechanism policies.

In .健康TLD (.jiankang) we will reserve the following classes of domain names, which will not be available to register via the Sunrise or subsequent periods:

- The reserved names required in Specification 5 of the new gTLD Registry Agreement.

- The geographic names required in Specification 5 of the new gTLD Registry Agreement, and as described in Question 21 and Question 22 (“Protection of Geographic Names”).

- The registry operator will reserve its own name and variations thereof, and registry operations names (such as nic.健康, registry.健康TLD etc. These may be reserved in both Simplified Chinese script and in English (ASCII). This has been a standard practice in ICANN’s past gTLDs.

-Stable Tone will also reserve names related to ICANN and Internet standards bodies (ex: iana.健康TLD, etc.).

Stable Tone does intend to set aside some generic names relevant to healthy lifestyle, products and services market in both Chinese IDN and English (ASCII) second level. However, since the business model for this TLD already calls for secondary names to be sold at a high price, Stable Tone has kept any financial projections related to Premium Names to zero.

Dispute Resolution Mechanisms:
Trademark rights holders will have access to several dispute mechanisms. These are fair and transparent processes to adjudicate claims to domain names, such as:

- Stable Tone will operate a Sunrise Dispute Policy to provide special protection of qualified trademark rights. Additional details on this process can be found in Question 29.

- The ICANN required Uniform Dispute Resolution Policy (UDRP) will apply to .健康TLD. Please note details in question 29.

- .健康TLD domains will also be subject to the Universal Rapid Suspension (URS) policy. We detail our implementation of the URS in question 29.

- Stable Tone will also comply with ICANN’s Registrar Transfer Dispute Resolutions Policy (http:⁄⁄www.icann.org⁄en⁄transfers⁄dispute-policy-12jul04.htm ). Our technical and operational services are designed to support this dispute mechanism.

Regular Sunrise Period Use of Trademark Claims Services System:
Stable Tone will initiate a Sunrise period of 30 days to allow trademark rights holders to obtain their desired names. However since the .健康TLD is envisioned as a very small and exclusive TLD, the volume at sunrise will be very small.

Stable Tone will also use the Trademark Clearing House services for the duration of Sunrise and will comply with all ICANN related policies.
Other:

Stable Tone will also employ Abuse mitigation and detection technologies and policies to mitigate abusive and fraudulent uses of the .健康TLD . Stable Tone will also implement an Acceptable Use Policy as further described in response to Question 28. Please see additional detail in responses Questions 26, 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.

Stable Tone intends for users to perceive the TLD as a trustworthy indicator of the source of online information, products and services. User trust is enhanced when users are confident that their private or confidential information is securely protected. Stable Tone intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks. With respect to WHOIS data, Stable Tone intends to comply with ICANN policies and otherwise to ensure that complete and accurate WHOIS information is readily accessible for every .健康TLD (.jiankang) domain name.

Stable Tone 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. And of course, Stable Tone complies with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. Furthermore, Stable Tone already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.

Stable Tone reserves the right to manually verify the WHOIS information of every applicant for any domain name, at any time in its discretion.

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

Use of domains in the .健康TLD (.jiankang) will serve as a visible indication of the type of content, namely information, goods and services related to healthy lifestyles, products and services. For example, a user who first sees an advertisement for “productname.健康” may later directly navigate to “company.健康” to search for other products of the producer. Besides, Stable Tone plans its own specific efforts to communicate .健康TLD (.jiankang) to its intended audience. As one of the first Chinese-language IDN gTLDs, Stable Tone expects a substantial degree of publicity and word-of-mouth marketing within the Chinese-speaking community.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent via use of the TLD, and further will be enhanced by the viral nature of communications about the TLD and individuals and entities who use健康TLD (.jiankang) domains. There will be many other new gTLDs presented to internet users, including a number of other Chinese-language IDN gTLDs, 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 these TLDs, and will expect many companies to operate them in generally consistent ways.