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
.MERCKMSD	MSD Registry Holdings, Inc.	fairwindspartners.com	View

18.1 Mission and Purpose of .MERCKMSD

MSD Registry Holdings, Incorporatedʹs (“MSDRH”) parent company, Merck Sharp & Dohme, Corp. (“MSD”), is a leading healthcare company serving the wide-ranging needs of end-users and providers around the world, with approximately 86,000 employees in more than 140 countries. MSD serves a variety of retailers, physicians, veterinarians, managed health care providers, food chain and mass merchandiser outlets, hospitals, and government agencies. MSD’s stated mission is to discover, develop, and provide innovative products and services that save and improve lives.

MSD has operations in several main business segments:

-PHARMACEUTICAL: MSD’s Pharmaceutical segment offers therapeutic and preventive agents for the treatment of human disorders in the areas of bone, respiratory, immunology, dermatology, cardiovascular, diabetes and obesity, oncology, infectious diseases, etc. The unit also offers preventive vaccines for children, adolescents, and adults.
-ANIMAL HEALTH: MSD’s Animal Health segment provides antibiotics, anti-inflammatory products, vaccines, and parasiticides for a variety of animals including cats, dogs, cattle, horses, and fish.
-CONSUMER CARE: In addition, MSD offers a wide range of over-the-counter products such as antihistamines, foot and skin care lotions, heartburn medication, and constipation relief treatments.
-ALLIANCES: MSD partners with a variety of corporations, organizations and educational institutions in product development and research efforts across the world.

The potential use of the .MERCKMSD gTLD by these or other business segments will primarily be driven by MSD’s future business strategies as identified in its annual report and investor filings, see http:⁄⁄www.merck.com⁄investors⁄home.html.

The intended future mission and purpose of the .MERCKMSD gTLD is to serve as a trusted, hierarchical, and intuitive namespace for MSD and end-users, and potentially MSD’s qualified subsidiaries and affiliates and potentially its licensees and other strategic parties.

Recognizing the potential dynamic evolution of the .MERCKMSD gTLD as a trusted brand namespace, MSD has decided to utilize a wholly owned subsidiary, MSDRH, as the entity to file this application and bring the .MERCKMSD gTLD to market. Although MSDRH is committed to moving forward with the .MERCKMSD gTLD application, it has not at the time of filing this application been able to fully vet and analyze all potential use case options.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current gTLD application round, it is widely anticipated in the brand owner community that this will become a specialty subset of gTLDs.


.MERCKMSD is intended to be one of those .BRAND gTLDs, with the goal of protecting MSD’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services, and offering a platform through which to consolidate many of the intellectual property activities of MSD.

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

After Stage Three, MSD will evaluate whether opportunities exist to carry out the business strategy for the .MERCKMSD gTLD through expansion that continues the sustainable operations of the registry through registrations that may or may not be fee-based to parties other than MSD and potentially its qualified subsidiaries and affiliates.

MSDRH currently plans a four-stage rollout for the .MERCKMSD gTLD:

1. Stage One

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

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

2. Stage Two

Once all testing has been successfully completed, MSDRH will begin allocating domain names in .MERCKMSD for more widespread internal corporate use.

It is in Stage Two that MSDRH will evaluate expanding the operations of the .MERCKMSD gTLD to permit registration by other registrants, such as licensees of MSD 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 Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with MSDRH’s business model.

3. Stage Three

It is in this stage that MSDRH may implement its decision to extend registration rights to MSD 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 MSDʹs existing domain name portfolio; internal analysis of marketing initiatives; and the fact that MSDRH will have full control over the number of registrations in the .MERCKMSD gTLD namespace, MSDRH 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 to the end of Year 5, and based on its experience with any expansion implemented in Stage Three, MSDRH will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees and strategic parties. It is anticipated by MSD that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take a number of years to be realized and assessed. Any decision to expand the gTLDs beyond corporate use, and potentially use by qualified subsidiaries, affiliates, licensees, and strategic parties, will take into account this experience as well as the technical analysis of potential expansion.

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