gTLD	Full Legal Name	E-mail suffix	Detail
.EXTRASPACE	Extra Space Storage LLC	msn.com	View

Extra Space Storage® Inc. (Extra Space) is a real estate investment trust based in Salt Lake City, Utah with regional offices in California, Connecticut, Florida, Maryland, Massachusetts, New Jersey, New York and Texas. Extra Space Storage is the second largest operator of self-storage in the U.S., and is a national owner, developer, acquirer and operator of professionally managed self-storage properties.
Extra Space Storage is a thirty year old company that has been involved in the self-storage industry since its inception. It is a growth-oriented company creating a new standard in the self-storage industry. Both customers and communities benefit from Extra Space Storageʹs professional approach to storage. Featuring attractive, convenient and secure facilities operated by professional managers, Extra Space Storage seeks to change the association of self-storage as a temporary holding place for rarely-used things to a desirable, safe, and customer-oriented facility perfectly suited for maintaining and accessing valued personal and business possessions.

Extra Space Storage Inc., headquartered in Salt Lake City, Utah, is a fully integrated, self-administered and self-managed real estate investment trust that owns and⁄or operates 870 self-storage properties in 34 states and Washington, D.C. The Companyʹs properties are comprised of approximately 550,000 units and over 59 million square feet of rentable space, offering customers a wide selection of conveniently located and secure storage solutions across the country, including boat storage, RV storage and business storage. The Company is the second largest owner and⁄or operator of self-storage properties in the United States and is the largest self-storage management company in the United States.

The preservation of this brand is of paramount importance to Extra Space in all aspects of its operations, including and especially on the Internet. Operating the brand as a gTLD will likely be an important part of its digital strategy in the future. Extra Space will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short and long-term potential best-in-class use case options to most effectively serve and enhance Extra Space’s online strategy as a leader in the self storage market.

The intended future mission and purpose of the .EXTRASPACE gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Extra Space and its qualified affiliates, for Extra Space customers. Extra Space will be the entity to file this application and bring the .EXTRASPACE gTLD to market.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current round, it is widely anticipated in the brand community that this will become a specialty subset of gTLDs. .EXTRASPACE is intended to be one of those .BRAND gTLDs, with the goal of protecting Extra Space’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services.

Extra Space intends to initially limit registration and use of domain names within the .EXTRASPACE gTLD to Extra Space and its qualified affiliates. This initial limited use will allow Extra Space to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the Template Registry Agreement is intended to exempt Extra Space from its annual Code of Conduct Compliance requirements.

Extra Space currently plans a three-stage rollout for Extra Space’s gTLD(s):

1. Stage One

The initial stage of implementation of the gTLD will involve Extra Space registering a limited number of .EXTRASPACE second-level domain names.

This initial use will provide Extra Space’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .EXTRASPACE gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Extra Space staff to coordinate with the internal and external staff responsible for the application, delegation and setup phases of the .EXTRASPACE gTLD to ensure a proper transition from delegation to full operation.

2. Stage Two

Once all testing has been successfully completed, Extra Space will begin allocating domain names in .EXTRASPACE for more widespread internal corporate use. During this same period of time, Extra Space will begin evaluating strategies to potential migrate traffic away from its existing second-level domain names.

It is in Stage Two that Extra Space will evaluate expanding the operations of the gTLD to permit registration by other registrants such as licensees or other strategic parties. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template registry agreement to ensure compliance with Extra Space’s business model.

3. Stage Three

Depending upon the analysis of the evaluations undertaken in Stage Two, Extra Space may begin to implement the migration of Internet traffic away from Extra Space’s legacy domain names, and toward the Extra Space gTLD. It is in this stage that Extra Space also may implement its decision to extend registration rights to licensees or strategic parties, depending upon compliance with Specification 9 as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Extra Space’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Extra Space will have full control over the number of registrations in the .EXTRASPACE gTLD namespace, Extra Space is confident that the number of domain name registrations will be less than 3,000 in the first five years of operation.

Based on its experience to the end of Year 5, and based on its experience with any expansion implemented in Stage Three, Extra Space will assess whether its business plan and any future expansion strategy. It is anticipated by Extra Space that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .EXTRASPACE gTLD by these or other business segments will also be driven by Extra Space’s future business strategies as identified in its annual report and investor filings.

gTLD	Full Legal Name	E-mail suffix	Detail
.AMERICANEXPRESS	American Express Travel Related Services Company, Inc.	fairwindspartners.com	View

18.1 Mission and Purpose of .AMERICANEXPRESS

American Express Travel Related Services Company, Inc. (ʺTRSʺ), a subsidiary of American Express Company (ʺAmerican Expressʺ), has filed this application for the .AMERICANEXPRESS gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for consumers to access content related to American Express brands and services worldwide. American Express is a global services company, providing customers with access to products, insights, and experiences that enrich lives and build business success. American Express content is accessible in multiple TLDs, including the .COM, .NET, and .ORG gTLDs, and the .CA, .CO.UK, and .US ccTLDs.

TRS intends to submit three gTLD applications for the strings .AMEX, .AMERICANEXPRESS, and .OPEN.

American Express may analyze and evaluate other .BRAND gTLD applications, as well as general market adoption, to determine short- and long-term potential best-in-class use case options to more effectively service and enhance its online strategy. Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand owner community that this will become a specialty subset of the new gTLDs. The .AMERICANEXPRESS gTLD is planned as a .BRAND gTLD, with the goals of protecting and enhancing American Expressʹ online presence and identity, expanding its marketing and promotional efforts, and providing a trusted channel for its brands and services online.

TRS intends to initially limit registration and use of domain names within the .AMERICANEXPRESS gTLD to American Express and its applicable subsidiaries and affiliates. This initial use will allow TRS to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt TRS from ICANNʹs annual Code of Conduct Compliance requirements.

TRS has currently planned a four-stage rollout for the .AMERICANEXPRESS gTLD (stages and time frames are estimates and will be subject to change based on a range of internal and external factors):

1) Stage 1

The initial stage of implementation of the .AMERICANEXPRESS gTLD may involve American Express registering a limited number of second-level domain names.

This initial use is intended to provide American Expressʹ IT and security personnel with the time to run a number of tests to ensure seamless and secure access using .AMERICANEXPRESS domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all domain names. This initial allocation is also intended to allow the appropriate TRS staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .AMERICANEXPRESS gTLD to ensure proper transition from delegation to full operation.

2) Stage 2

Once all testing has been successfully completed, TRS may begin allocating domain names in .AMERICANEXPRESS for more widespread internal use. During this same period of time, American Express may also begin evaluating strategies to potentially migrate traffic away from its current network of second-level domain names, which are registered in a variety of TLDs, to TRSʹ new .AMERICANEXPRESS gTLD.

It is during Stage 2 that TRS may evaluate expanding the operations of the gTLD to permit registration by other registrants, including licensees and strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, it is likely that the expansion would take place during Stage 3. However, any expansion would be conditional upon a review of Specification 9 (Registry Code of Conduct), as set forth in the template Registry Agreement, to ensure compliance with TRSʹ business model.

3) Stage 3

Depending upon the analysis of the evaluations undertaken in Stage 2, TRS may begin to implement the migration of Internet traffic away from the TLDs in which American Expressʹ domain names are currently registered, toward the .AMERICANEXPRESS gTLD. It is during this stage that TRS may also implement the decision to extend registration rights to a wider class of registrants, such as strategic partners and licensees, depending upon compliance with Specification 9 as noted above. The dates of such an expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of American Expressʹ existing domain name portfolio; internal analysis of marketing initiatives; and the fact that TRS will have full control over the number of registrations in the .AMERICANEXPRESS gTLD namespace, American Express is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

4) Stage 4

Based on its experience with any expansion implemented in Stage 3, American Express may assess whether its business plan and expansion strategy should be augmented by extending registration rights to a wider class of registrants, including, potentially, American Express customers. American Express anticipates that changes to the domain name industry, particularly the impact of .BRAND gTLDs, may take at least five years to be realized and assessed. It is anticipated that any decision to expand the .AMERICANEXPRESS gTLD beyond use by American Express and its applicable subsidiaries and affiliates will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .AMERICANEXPRESS gTLD by American Express will also be driven by American Expressʹ future business strategies.

Utilizing current projections based upon American Expressʹ existing businesses, future business plans, current domain name portfolio, and other strategic factors, American Express estimates that second-level domain name registrations will be in line with the projections set forth in the financial template provided in the response to Question 46 of this application.