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
.MARRIOTT	Marriott Worldwide Corporation	fairwindspartners.com	View

Answer for Question 18

18.1 Mission and Purpose of .MARRIOTT
Marriott International, Inc. (“Marriott”) is a leading global hospitality services company, serving the needs of current and prospective guests around the world through its brands such as Marriott, JW Marriott, Renaissance, Courtyard By Marriott and The Ritz-Carlton. Marriott has more than 150,000 employees and over 3,700 lodging properties in the United States and 71 other countries and territories. Marriott’s content is accessible in the following representative TLDs : .COM, .NET, .ORG, .CA, .CN, .EU, and .JP.

Through a unified corporate approach, Marriott intends to submit one gTLD application for the string .MARRIOTT.

The intended future mission and purpose of the .MARRIOTT gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Marriott and potentially its qualified subsidiaries and affiliates. In order to bring this domain to market, Marriott is utilizing Marriott Worldwide Corporation (“MWC”), a wholly owned, existing entity. MWC is filing this application in ICANN’s first round also to test the utility of this new space in reaching current and prospective guests through online campaigns.

MWC will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption of new gTLDs to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Marriott’s online strategy as a leading global retailer with operations in the following segments:

-FULL-SERVICE LODGING: Founded in 1927, Marriott began as a root beer stand in Washington, DC and has evolved into a global hospitality company with full-service offerings across the following brands: MARRIOTT, JW MARRIOTT, RENAISSANCE, THE RITZ-CARLTON, BULGARI, AUTOGRAPH COLLECTION, EDITION, and MARRIOTT CONFERENCE CENTERS.

-SELECT-SERVICE LODGING: Marriott also has a variety of select-service lodging brands offering competitive pricing and convenient amenities for business travelers and families. Marriott’s brands in this segment include COURTYARD BY MARRIOTT, FAIRFIELD INN BY MARRIOTT, SPRINGHILL SUITES BY MARRIOTT, and AC HOTELS BY MARRIOTT.

-EXTENDED-STAY LODGING: Marriott offers a variety of properties in this segment designed for stays of longer durations than one to two nights, with many units offering kitchens and larger living areas. Marriott’s brands in this segment include MARRIOTT EXECUSTAY, RESIDENCE INN BY MARRIOTT, TOWNEPLACE SUITES BY MARRIOTT, and MARRIOTT EXECUTIVE APARTMENTS.

MWC intends to initially limit registration and use of domain names within the .MARRIOTT gTLD to Marriott, as well as potentially to Marriottʹs qualified subsidiaries and affiliates. This initial limited use will allow MWC to establish the .MARRIOTT operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement should exempt MWC from its annual Code of Conduct Compliance requirements. MWC is currently planning a four-stage rollout for Marriott’s gTLD as summarized below.

1. Stage One
The initial stage of implementation of the gTLD will involve MWC registering a limited number of .MARRIOTT second-level domain names.

This initial use will provide Marriott’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .MARRIOTT 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 MWC staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .MARRIOTT gTLD to ensure a proper transition from delegation to full operation.

2. Stage Two
Once all testing has been successfully completed, MWC will begin allocating domain names in .MARRIOTT for more widespread internal corporate use. During this same period of time, MWC will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to .MARRIOTT.

It is in Stage 2 that MWC will evaluate expanding the operations of the gTLD to permit registration by other registrants such as licensees or strategic partners.

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 3, and likely after the first three years of operation. 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 Marriott’s business model.

3. Stage Three
Depending upon the analysis of the evaluations undertaken in Stage Two, MWC may begin to implement the permanent migration of Internet traffic away from the gTLDs in which Marriott’s domain names are currently registered, and toward the new .MARRIOTT gTLD.

It is in this stage that MWC also may implement its decision to extend registration rights to licensees and strategic partners, 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 Marriott’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that MWC will have full control over the number of registrations in the .MARRIOTT gTLD namespace, MWC is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

4. Stage Four
Based on its experience during the initial stages of operation, and based on its experience with any expansion implemented in Stage 3, MWC will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees and⁄or strategic partners. It is anticipated by MWC 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 gTLD beyond qualified subsidiary and affiliate use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .MARRIOTT gTLD by these or other business segments will also be driven by Marriott’s future business strategies as identified in its annual report and investor filings, see: http:⁄⁄investor.shareholder.com⁄mar⁄marriottAR10⁄index.html.

Utilizing current projections based upon Marriott’s existing businesses, future business plans, current domain name portfolio, and other strategic factors, MWC estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in the answer to Question 46 of this application.