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
.AARP	AARP	fairwindspartners.com	View

18.1 Mission and Purpose of .AARP

AARP is a nonprofit, nonpartisan membership organization that helps people age 50 and over improve their lives and have independence, choice, and control in ways that are beneficial and affordable to them and society as a whole. Since 1958, AARP has been a leading membership organization that has worked to change how society views older Americans. AARP advocates on behalf of all people 50+ and ensures that valuable information, products and services are available. AARP is deeply involved with its members and provides resources and engagement opportunities in the local communities through support from staffed offices in all 50 U.S. states, Washington, DC, Puerto Rico, and the U.S. Virgin Islands. AARP content is accessible in multiple TLDs, including the .COM, .ORG, .NET, and .MOBI, gTLDs, and the .US, and .TV ccTLDs.

AARP believes that a comprehensive digital strategy will allow it to more effectively serve its members in the digital age. AARP was recently named one of the nation’s top public groups for social media by George Washington University and L2, and has built a number of mobile apps that put AARP content at the fingertips of its members. The centerpiece of AARP’s digital strategy – a redesigned website – was debuted in May 2010. Reflecting its membersʹ vitality and wide-ranging interests, the website includes a greater array of information and enhanced search capabilities, among other new features. A comparable Spanish-language website has been developed as well.

AARP’s digital strategy focuses on making valuable information and resources available to its members, as well as nonmembers, in an intuitive and convenient manner. The .AARP gTLD has the potential to be a key part of AARP’s online growth as the Internet continues to expand across all corners of the globe. AARP will be analyzing and evaluating other applicantsʹ .BRAND gTLD applications once they are made public, as well as general market adoption, to determine the short- and long-term potential best-in-class use case options that will most effectively serve and enhance AARPʹs online strategy.

The intended future mission and purpose of the .AARP gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by AARP and its qualified subsidiaries and affiliates for members and Internet users. AARP will be the entity to bring the .AARP gTLD to market.

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 new gTLDs. The .AARP gTLD was planned as a .BRAND gTLD, with the goal of expanding AARPʹs marketing and promotional efforts, providing a secure channel for online content and information, offering a platform through which to consolidate many of the intellectual property activities of AARP, and protecting AARPʹs online presence and identity. The intent of .AARP is to provide greater ease of use and to enhance AARPʹs relevance through broader brand awareness of many of its key initiatives, programs, and services offered.

AARP intends to initially limit registration and use of domain names within the .AARP gTLD to AARP and its qualified subsidiaries and affiliates. This initial use will allow AARP 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 AARP from its annual Code of Conduct Compliance requirements.

AARP has currently planned a four-stage rollout for the .AARP gTLD:

1) Stage 1

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

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

2) Stage 2

Once all testing has been successfully completed, AARP will begin allocating domain names in .AARP for more widespread internal use. During this same period of time, AARP will 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 AARPʹs new .AARP gTLD.

It is during Stage 2 that AARP will 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, 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 AARPʹs business model.

3) Stage 3

Depending upon the analysis of the evaluations undertaken in Stage 2, AARP may begin to implement the permanent migration of Internet traffic away from the TLDs in which AARPʹs domain names are currently registered, toward the .AARP gTLD. It is during this stage that AARP may also implement its decision to extend registration rights to a wider class of registrants, including licensees and strategic partners, 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 AARPʹs existing domain name portfolio; internal analysis of marketing initiatives; and the fact that AARP will have full control over the number of registrations in the .AARP gTLD namespace, AARP 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 from Startup through Year 5, and based on its experience with any expansions implemented in Stage 3, AARP will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a wider class of registrants, including AARP members. AARP anticipates that changes to the domain name industry, particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the .AARP gTLD beyond use by AARP and its qualified subsidiaries and affiliates will take into account this experience as well as the technical analysis of potential expansion.

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