gTLD	Full Legal Name	E-mail suffix	Detail
.tatar	Limited Liability Company ʺCoordination Center of Regional Domain of Tatarstan Republicʺ	cctld.ru	View

A venue for dialogue and creative engagement of all the parties concerned, .TATAR will serve as an on-line platform to represent the Tatars on the Internet as an ethnic group, with its background, language, historic and cultural riches.

For academic and experts, and other parties concerned, both in Tatarstan and overseas, .TATAR provides an ultimate pool of information and data best practices, whether for academic research, or every day, eg. culinary, artisan, etc., experiences.

For public associations and profile governmental organizations .TATAR grants access to a broad, diverse audience and forms an efficient way to mobilize and engage local residents, the civil society groups, and overseas stakeholders in various kinds of activities associated with the Tatars.
For businesses .TATAR provides a unique chance to most effectively reach out to, and market their products and services among a huge target audience and in so doing, establish their presence and promote their brands and values with a very broad circle of consumers.

The overarching purpose of .TATAR is to bolster the target audiences - and in the first place ethnic Tatars’ - trust in the Internet per se and its opportunities and benefits for an ethnic group’s advancement. By indoctrinating certain groups to the Internet’s positive effects, .TATAR helps its expansion nationwide.

That the project on launching a new gTLD for the Tatars is indeed central to the Republic’s strive for promotion of ethnic and cultural diversity is proved by the support and endorsement from a number of leading local institutions.

.TATAR forms a specialized environment which consolidates a high-quality and rapidly increasing educational, historic, ethnic, cultural, etc. content whose safety rests upon rigorous administrative procedures and robust technical solutions.

Once delegated, .TATAR should promote integration of educational, information projects and programs, games and contests, including interactive ones, etc. with a due account of the target audiences’ needs and interests.

.TATAR constitutes a genuinely multistakeholder undertaking, which engages civil society, business, academia, educational, government and technical community, thus qualifying as an exemplary self-regulated, open, voluntary and all-inclusive initiative in a region where such things are still nascent, thus paving the way for new initiatives of this sort.

.TATAR gives impulse to the rise of new Internet resources for specific agents, thus encouraging software developers to embark on new, software development projects, thus boosting competition and creativity in the respective area.

.TATAR focuses primarily on Tatar communities residing both in Russia and overseas; however, it may become a model project for different ethnic groups, should they take on similar efforts, which would add to diversity of the global Internet.

.TATAR contributes to socialization of the environment and promotion of the civil-society values. With the rise of new exciting resources and convenient tools, new population groups go online. The more comprehensive those resources and tools are, the more Tatars, the elderly and the young alike, will be keen to master and explore the Internet, thus bolstering both their respective skills and the Internet’s expansion in the Republic and in Russia as a whole, thus narrowing digital divide in the Republic and in Russia.

.TATAR offers ample marketing opportunities for a broad array of businesses. Not only will the new gTLD become home to corporate websites of local multi-billion undertakings, but its profile will enable businesses to narrow down their marketing strategies, more effectively establish and promote their brands and respective values, target very concrete audiences and reap additional benefits vis-à-vis potential rivals, as .TATAR will minimize search efforts for a potential multimillion community and maximize businesses’ on-line identity. The Applicant believes business initiatives will account for a relatively significant fraction within the gTLD, while another important one should become public agencies and municipal bodies and respective institutions. Their presence in .TATAR will help domestic communities and individuals to more closely and effectively monitor and evaluate their performance and make them more transparent and accountable, thus ensuring a greater efficacy of public service and the Republic’s fast progress on the path towards e-government.

.TATAR offers the possibility for a transparent and easy-to-implement control over community-specific resources adhering to the Tatar’s fundamentals and long-standing traditions, meaning abiding by certain moral principles and zero tolerance towards hatred, including racial, ethnic, etc. one, opprobriousness, violence.

Thus, the use of the addressing within the gTLD ensures certain control (with the use of technical means and thanks, inter alia, to the societal and centralized expert control), while not precluding the possibility for users to pick a certain resource and safely surf across .TATAR.

.TATAR thus becomes a unique identifier attributing a given Internet resource to a specific ethnic and cultural community, the mark of its safety and security and observance with certain moral traditions and policies.

As .TATAR suggests unique content focused primarily on Tatar speakers, the gTLD is set to satisfy the needs of Tatars of all ages, walks of life, and countries of residence. Using Tatar as their native language, the users find it easy to key in the name of their favorite resource in the browser window using the Latin script, which is not foreign both to “Russian” Tatars, who used to practice the Latin version of the native alphabet and – even more so- to a broad audience across Newly Independent States, and overseas.
So, all that will propel increase in the number of Internet users across Russia and helps them diversify their user skills and experiences worldwide.

The Applicant understands that the registration policies in the applied-for gTLD are to be in compliance with the standards, requirements and limitations outlined in the Registry Agreement, the Registry-Registrar Agreement (RRA), Registrar Accreditation Agreement (RAA), as well as other general policies, standards and procedures established by ICANN.

In addition, the Applicant intends to establish in the applied-for gTLD supplementary policies, rules, procedures, requirements and limitations according to its mission and purposes. These regulations and rules shall be developed by the Applicant basing both on law of the Russian Federation, the ones of the Republic of Tatarstan, information presented in this Application, and the existing best practices.
The Applicant reserves the right to introduce certain supplementary policies in gTLD .TATAR in the future which shall not contradict standards, procedures, requirements and policies set by the ICANN and the Registry-Registrar Agreement.

Hereinafter Registrar refers to the ICANN-accredited registrar that has entered in Registry-Registrar Agreement with the Registry Operator of applied-for gTLD.

The Registry Operator, Registrars and domain name holders are bound to comply with the conditions stipulated in the aforementioned documents. Registrars are also obligated to include necessary terms and conditions into their agreements with registrants (hereinafter - registration agreements), and must require one’s mandatory familiarization with and acceptance of these terms.

In pursuit of the mission of the new IDN gTLD, the Applicant plans to establish therein the following policies and basic principles:

1) Registration policies

a) The second-level domain names should be registered through ICANN-accredited registrars only. The Registry Operator enters into a Registry-Registrar Agreement with an ICANN-accredited registrar provided the latter fully shares and supports the mission, purpose and philosophy of gTLD .TATAR.

b) Any corporation or individual has the right to register a second-level domain in .TATAR, provided the prospective registrant fully shares and supports the mission, purposes and philosophy of .TATAR.

c) There is no restriction on the number of domain names that may be registered by a registrant during the Landrush and Live periods.

d) A registrant may not register a domain name for the sole purpose of resale or transfer to another entity.

e) It is possible to register domain names that comply with the following conditions:
- being from 3 up to 63 characters long;
- containing only letters of the Latin alphabet (a-z), numbers (0-9) and hyphens (-), or a combination of these;
- starting and ending with a number or a letter, not a hyphen; and
- not containing hyphens in the third and fourth position (eg. ab--cd.TATAR).

f) Registration of domain names is possible for a term between 1 and 10 years, where “year” refers to a full calendar year. Domain name registration may be renewed for any term between 1 and 10 years.

g) A clear and unequivocal identification of domain name registrants will be mandatory in .TATAR, with no possibility for any domain name registrant to retain complete anonymity. While submitting an application for domain name registration, the prospective registrant shall produce a set of data and⁄or documents per the respective list established by the Registry Operator, including commitment on the purpose of the domain registration and 2 recommendations by existing registrants in .TATAR. Where a registrant has made a false warranty or otherwise acted in bad faith in order to register a domain name, the Registry Operator reserves the right to cancel the domain name registration.

h) The Registrars comply with the obligation to collect information about domain name registrants and verify its authenticity, and have the right to request respective documents to prove authenticity of the information given by registrant. Special incentives are planned for Registrars to improve WHOIS data accuracy, including marketing benefits for Registrars being most active in this regard, with all the Registrars being on equal footing in this respect.

i) The Applicant will introduce the Reserved List containing words and symbol combinations that may not be registered.

j) It is prohibited to register domain names which include words contradicting public interests, the principles of humanity or morality, in particular, words of obscene content, slogans of antihuman character, which insult human dignity or religious feelings. Where Registry Operator has detected or got complain regarding such a domain name registered, Registry Operator reserves the right to cancel registration of the domain name. The Applicant will develop a detailed description of procedures and modus operandi for such situations. Measures on identification and prevention of an abusive registration of domain names are considered in a greater detail in the response to Evaluation Question #28 (Abuse prevention and mitigation).

k) The Applicant does not plan to implement any second-level domain names of special type to register third-level domain names. The registrant of a second-level domain name may carry out registration of a third-level domain in the registrant’s domain. The said registrant determines his own terms and procedures for the third-level domain name registration, provided they conform with the overarching registration and usage procedures and policies established for and in the TLD.

l) It is envisaged that first there will be launched a Sunrise period intended for owners of exclusive rights to a trade mark, public agencies, registered mass media, and public associations, followed by the Landrush period during which domain names will be made available for any applicant at a premium price. Where more than one application for a certain second-level domain has been submitted during the Sunrise stage or the Landrush stage, then that domain name shall be set for an auction. Subsequently, registration will be carried out on the First Come First Served principle.

2) Domain name use policy

The Registry Operator is determined to control the use of domain names in accordance with the mission and purposes of the gTLD and with the registrant’s intended purpose as established in the registrant’s registration application. A set of strict measures will be adopted with regard to misuse of domain names aiming to prevent or minimize the phishing, spamming, malware distributing as well as bearing any content contradicting moral and public order, law, and⁄or mission and purpose of .TATAR.

a) Registrant is considered to be fully responsible for misuse (both in terms of malicious conduct or content placement) of the domain name and assumes the responsibility for any possible consequences for the actions, where a registrant allows third parties to post content on resources addressed in Internet with the use of the respective domain name.

b) Where the Registry Operator detects abuse or receives an abuse complaint, then the Registry Operator reserves the right to take any immediate action to stop the abuse within a shortest possible time after such an abuse was exposed, including, but not limited to, cancelling the domain registration. Where it has been found out that the genuine purpose of a registered domain name is not in compliance with the mission and purpose of the .TATAR project, to terminate the abuse the Registry Operator reserves the right to impose on the domain name registrant sanctions to the extent of cancelation domain name registration.

Measures on identification and prevention of an abusive registration of domain names are considered in a greater detail in the response to Evaluation Question #28 Abuse prevention and mitigation.

The Applicant is a legal entity incorporated in the Russian Federation and shall abide by the Russian law. In accordance with the Federal Act of Russian Federation #152-FZ “On personal data”, the Registry Operator exercises a set of measures to protect registrants’ personal data. The Applicant will introduce policies and procedures regarding personal data processing including keeping, transferring and using such data while rendering domain name registration services, transferring the data to the registry, depositing, etc.

Specifically, when a domain name registrant is a private individual, his⁄her written consent is required to display his⁄her data in WHOIS results. The Registry Operator requires from the Registrars to obtain such a written consent from domain name holders. Where a written consent to publish personal data in WHOIS is not granted, such data will be depersonalized.

According to the above mentioned Federal Act, the Registry Operator may not disclose any personal data of individual domain name registrants, but Registrar may disclose the personal data of individuals only upon an official request by a government agency authorized for that in compliance with Russian and international law (law enforcement agencies, courts etc).

The Applicant understands that regular awareness raising and communication with various stakeholders are critical to expansion of .TATAR, as well as to building its identity among other top-level domains both in Russia and overseas. To this effect, the Applicant is committed to reaching out to various stakeholders, including both the primary audience and other audiences concerned, be those academic, social, educational institutions, public associations, public agencies and businesses, with a series of bold and explicit messages packaged in an integrated marketing strategy. The strategy is to ensure a synergy effect from the Registry Operator’s various PR and marketing activities tailored to promote the new gTLD and centering largely on Russian Federation and CIS countries wherein most Tatar-speaking Internet users reside. Meanwhile, special messages and communication channels should be designed to ensure a greater, Europe-wide and global outreach to and engagement of international audiences, including ethnic Tatars and other non-Tatar parties concerned.

At this point, it should be noted that .TATAR is a commercial project whose potential audiences are local (Tatarstan) and nationwide (Russia as a whole) and international (both Tatar and non-Tatar, but sharing the same identity and culture) audiences representing all the above stakeholder groups. Thus, communication campaigns for .TATAR should be multi-faceted and cater to raising awareness among the said communities, key stakeholders and decision makers in the first place, as well as to their encouragement to use the Internet to their own advantage and promote their initiatives online.

The integrated marketing strategy will rest upon four pillars:

a) positioning of .TATAR as a global domain Embassy for both the Tatar-speaking and multilingual audience;
- .TATAR’s positioning is to exhibit its unique qualities and highlight its identity among other gTLDs. That should help reap competitive benefits from .TATAR having a unique, long-lasting presence in the Internet, which appears attractive and consonant with its target audience’s natural drive for ethnic-wise self-identification;
- .TATAR aims at winning the Internet users’ confidence that registration of both profit-making and non-for-profit, social projects in the gTLD should become a common practice for all the parties concerned. Registrations are set to be run perpetually, as .TATAR is going to be a universal, rather than mono-ethnic TLD.

b) Marketing program to back distribution channels and engage registrars (and their resellers) in promotion of .TATAR
The fundamental components of this program are:
- marketing research to improve the Applicant’s knowledge of the target audiences’ needs and ensure a credible feedback from them;
- a program to raise the audiences’ awareness and encourage domain name registrations by cooperating with key players and associations: e.g. using a site as an advertising and sales channel; and .TATAR’s participation in major fairs and exhibitions.
- Dissemination of marketing materials, which allows direct communication with prospective domain name administrators.
- Maintaining a distribution system to engage registrars in support to, and promotion of .TATAR.

c) Awareness raising campaign focusing on a broad audience of Internet users (on the primary market in the first place), which includes the following activities:
- Highlighting benefits and advantages of owning and operating a domain in .TATAR;
- Showcasing individual success stories built on TATAR’s identity and opportunities it offers

d) Educational activities
- Engagement of nonprofit media, including social ones, to diffuse key messages to the audiences concerned;
- Holding workshops and seminars to educate customers about terms and conditions of domains registration of in .TATAR

e) Building a set of incentives to bolster distribution channels for .TATAR’s services. To that end, certain messages will propagate extra benefits from being in and with .TATAR, such as subsidies, membership and organizational bonuses, etc.
Integrated efforts to promote the project through engagement of all the stakeholders concerned and by versatile means will help communicate to the broad audience fundamental principles underpinning the .TATAR project, encourage emerging academic, societal, non-for-profit and business projects and materialize creative ideas of using the new gTLD for the benefit of the Tatar community and beyond.

gTLD	Full Legal Name	E-mail suffix	Detail
.дети	The Foundation for Network Initiatives “The Smart Internet”	tcinet.ru	View

The overarching purpose of .ДЕТИ lies in bolstering the target audiences’ - and parents’ in the first place - trust in the Internet, opportunities and benefits it offers for one’s personal advancement. This is particularly true given Russia’s size and its diverse ethnic groups sometimes adhering to pretty conservative moral values and behavioral standards. Thus, by indoctrinating certain ethnic and social groups to the Internet’s positive effects, .ДЕТИ helps its expansion throughout the country and winning the hearts of new users and prospective registrants.

The project on launching the new gTLD for the young generation is indeed central to Russia’s strive for modernization and global ambitions. It is proved by an unequivocal support and endorsement it earned from the Agency for Strategic Initiatives led by President-elect of Russian Federation Vladimir Putin and the RF Ministry for Telecommunications and Mass Media.

.ДЕТИ forms a specialized, children-friendly interactive environment which consolidates a high-quality and rapidly advancing amusing and educational content whose safety rests upon rigorous administrative procedures and robust technical solutions.

.ДЕТИ offers a viable alternative to dull and inefficient policies which otherwise suggest banning young users from surfing “adult” resources or preaching their complete technical isolation (which is impossible to enforce and potentially pregnant with far-reaching adverse ramifications). Once established .ДЕТИ should promote the integration of positive and amusing content for kids and teens, including educational, self-development projects and programs, games and contests, including interactive ones, etc. with a due account of the young, as well as the adult, audience’s needs and interests.

.ДЕТИ constitutes a truly multistakeholder undertaking, which engages all the stakeholders, thus qualifying as an exemplary self-regulated, open, voluntary and all-inclusive initiative in a country where such things are still hard to find and as such, paving the way for new initiatives of this sort.

.ДЕТИ gives impulse to the rise of new Internet resources for children and their parents, thus encouraging software developers to embark on new children-specific and children-friendly software development projects, thus boosting competition and creativity in the respective area.
As an IDN gTLD .ДЕТИ focuses primarily on Russian speakers in Russia and overseas. Russian language is one of the official UN languages spoken by an estimated 300m. IDN gTLD .ДЕТИ may become a model project for different nations should they take on similar efforts, which would add to diversity of the global Internet.

.ДЕТИ contributes to socialization of the environment and promotion of the civil-society values. With the rise of new exciting resources and convenient tools, new population groups go online. More specifically, the more provocative those resources and tools are, the more children and teenagers, as well as their parents and grandparents, will be keen to master and explore the Internet, thus bolstering both their respective skills and the Internet’s expansion in Russia, and joining the cohorts of Internet users and narrowing digital divide in the country and across individual regions.

.ДЕТИ offers vast marketing opportunities for a broad array of businesses. More specifically, not only will the IDN gTLD become home to corporate websites, but its profile will enable businesses, domestic and overseas alike, to narrow down their marketing strategies, more effectively establish and promote their brand and respective values, target very concrete audiences and reap additional benefits vis-à-vis potential rivals, as the new gTLD will minimize search efforts and maximize their online identity and presence. That said, the Applicant believes business initiatives will account for a relatively meager fraction within the new gTLD, nonetheless, and .ДЕТИ will remain largely a non-for-profit, social and educational platform.

.ДЕТИ offers the possibility for a transparent and easy-to-implement control over resources frequented by children.

The use of the addressing within the applied-for gTLD ensures parental control (with the use of technical means and thanks, inter alia, to the societal and centralized expert control), while not precluding the possibility for children to pick a certain resource and safely surf across .ДЕТИ on their own. .ДЕТИ thus becomes a unique identifier attributing a given Internet resource to a specific social group, the mark of its safety and security. .ДЕТИ project, however, does not substitute for the need for parental control and guidance. Rather, it promotes uncoerced ways to ensure a safe and sound platform for appropriate content and applications.

As .ДЕТИ focuses primarily on Russian speakers, the IDN gTLD is set to satisfy the needs of Russian-speaking kids and teens of all ages, including those who have not yet mastered a foreign language. Using Russian as their native or frequently used second language, young users find it easy to key in the name of their favorite resource in the browser window. This is true for a broad audience both in Russia, the former USSR, Eastern and Central European countries, and overseas. So, the chance to use the Internet since their very early years propels increase in the number of Internet users across Russia and helps them diversify their user skills and experiences worldwide.

The Applicant understands that the registration policies with respect to second level domain names registration in the applied-for TLD are to be in compliance with the standards, requirements and limitations outlined set forth in the Registry Agreement, the Registry-Registrar Agreement (RRA), Registrar Accreditation Agreement (RAA), as well as other general policies, standards and procedures established by ICANN.

In addition, the Applicant intends to establish in the TLD supplementary policies, procedures, and restrictions in accordance with the mission and purposes of the domain. This policies, procedures, and restrictions shall be developed by the Applicant basing both on information presented in this Application and Russian legislation, as well as on best practices of the existing TLDs.

The Applicant reserves the right to approve certain supplementary policies in .ДЕТИ in the future which do shall not contradict standards, requirements and policies set by ICANN and in RRA.

The Registry Operator, Registrars and registrants are bound to comply with the conditions stipulated in the aforementioned documents. Registrars are also obliged to include necessary terms and conditions into their agreements with registrants, and must require one’s obligatory mandatory familiarization with and acceptance of these terms.

In pursuit of the mission and purpose of the gTLD, the Applicant plans to establish therein the following policies and basic principles:

1) Registration Policies

a) The second-level domains should be registered through ICANN accredited registrars only. The Registry Operator enters into the RRA with an ICANN-accredited registrar (hereinafter – Registrar) provided the latter fully shares and supports the non-profit social and educational project on launching .ДЕТИ, its mission, purposes and values.

b) Any corporate entity or an individual has the right to register a second-level domain in .ДЕТИ, provided the registrant fully shares and supports .ДЕТИ’s mission, purposes and philosophy.

c) There is no restriction on the number of domains that may be registered by a registrant.

d) A registrant may not register a domain name for the sole purpose of resale or transfer to another entity.

e) It is possible to register domains that comply with the following conditions:
- being from 3 characters long
- being up to 63 characters long (when converted in ACE-label representation)
- containing only letters of Russian alphabet (a-я), numbers (0-9) and hyphens (-), or a combination of these
- starting and ending with a number or a letter, not a hyphen; and
- not containing hyphens in the third and fourth position (eg. аб--вг.дети)

f) Registration of domain names is possible for the term between 1 and 10 years, but not exceed 10 years. Registration can be extended for any term between 1 and 10 years, but not exceed 10 years.

g) A clear and unequivocal identification of registrants will be obligatory in .ДЕТИ, with no possibility for a registrant to remain completely anonymous. While submitting an application for domain name registration, the prospective registrant shall produce a set of data and⁄or documents, including those on the purpose of the domain registration, per their list set by the Registry Operator. Where a registrant has made a false warranty to the Registrar, or otherwise acted in bad faith in order to register a domain name, the Registry Operator reserves the right to cancel the domain name registration.

h) Registrars comply with the obligation to collect information about registrants, verify its authenticity, and have the right to request respective documents to prove authenticity of the information given by registrant while rendering the domain names registration⁄renewal services. Special incentives are planned for Registrars to improve WHOIS data accuracy, including marketing benefits for the most active in this regard Registrars, with all the Registrars being on equal footing in this respect.

i) Registration of names inconsistent with humanity principles or moral as a domain name (in particular, words of obscene content, slogans of antihuman character insulting human dignity or religious feelings, etc.) is banned in .ДЕТИ. Where Registry Operator has detected or received a complaint regarding such a registered domain name, Registry Operator reserves the right to cancel registration of the domain name. The Applicant will develop a detailed description of procedures and modus operandi for such situations. Measures on identification and prevention of abusive registrations are considered in the response to the Evaluation Question #28.

j) The Applicant does not plan to create and administer any second level domains of special type to register third level domains. The registrant of a second level domain may carry out registration of third level domain. The said registrant determines on his own terms for third- level domain registration, provided they conform with the overarching registration and usage policies established in the TLD.

k) It is envisaged that first there will be launched a Sunrise period intended for owners of exclusive rights to a trade mark⁄service mark, business⁄trade names and logos, media and other corporate categories directly consistent with⁄related to the mission of .ДЕТИ, followed by the Landrush period during which domain names will be made available for any applicant at premium price. Where more than one application for a certain second-level domain has been submitted during the Sunrise or Landrush stage, then that domain name shall be set for an auction. Subsequently, registration will be carried out on the First Come First Served principle.

2) Domain Name Use Policy

a) The Registry Operator is determined to control use of domain names in accordance with the aforementioned mission and purposes of the TLD and with the registrant’s intended purpose as established in his⁄her registration application. A set of strict measures will be adopted with regard to misuse of domain names aiming to prevent or mitigate the phishing, spamming, malware distributing as well as bearing any content contradicting moral and public order, law, and⁄or mission and purpose of .ДЕТИ.

b) A registrant is considered to be fully responsible for misuse (both malicious technical conduct or content placement) of the domain name and assumes the responsibility for any possible consequences for the actions, where a registrant allows third parties to use resources addressed in Internet with the use of the respective domain to post content.

c) The Applicant intends to run active content post-moderation via certain technical features and applications and ensure mechanisms to receive complaints about abusive use of domains.

d) Where the Registry Operator detects the abusive use of domains or receives a complaint about abuse, then the Registry Operator reserves the right to take any immediate action to stop the abuse within a shortest possible time after such it was exposed, including, but not limited to, the domain registration cancellation. Where it has been found out that the genuine purpose of a registered domain is not in compliance with the mission and purpose of .ДЕТИ, the Registry Operator reserves the right to impose on the domain name registrant sanctions to the extent of cancelation of the domain registration.

Measures on identification and prevention of abusive use of domain names are considered in detail in the answer to Evaluation Question #28.

The Applicant is a legal entity incorporated in Russian Federation and shall abide by the Russian law. In accordance with Federal Act #152-FZ “On personal data”, the Registry Operator executes a set of measures to protect registrants’ personal data. The Applicant will introduce policies and procedures regarding personal data processing, including, keeping, transferring and using such data while rendering domain registration services, transferring the data to the registry, depositing, etc.

Specifically, when a registrant is an individual, his⁄her written consent is required to display his⁄her data in WHOIS results. The Registry Operator requires from the Registrars to obtain such a written consent from registrants. Where a written consent to publish personal data in WHOIS is not granted, such data will be depersonalized.

According to the above mentioned Federal Act, the Registry Operator may not disclose any personal data of individual registrants, but Registrar may disclose the personal data of individuals only upon official request by a government agency authorized for that in compliance with Russian and international law (law enforcement agencies, courts, etc.).

The Applicant understands that regular awareness raising of, and communication with, various stakeholders are critical to expansion and advancement of .ДЕТИ, as well as to building its identity among other top-level domains both in Russia and worldwide.

To this effect, the Applicant foresees reaching out to various stakeholders, including both the primary audience and their parents, academic, social and educational for a, and public agencies and businesses, with a string of bold and explicit messages packaged in an integrated marketing strategy. The strategy is set to ensure a synergy effect from the Registry Operator’s various PR and marketing activities tailored to promote .ДЕТИ and centering largely on Russian Federation and CIS countries wherein most Russian-speaking Internet users reside.

At this point, it should be noted that .ДЕТИ is a non-for-profit project whose potential audiences are children, parents, public and government organizations, humanitarian projects focusing on children, and a relatively meager fraction of businesses. The communication campaigns for .ДЕТИ should cater to raising awareness, support of representatives of the said communities, key stakeholders and decision makers in the first place, as well as encouragement of these parties to use the Internet to their own advantage and promote their initiatives online.

The integrated marketing strategy will rest upon five pillars:

(i) A clear and strong positioning of .ДЕТИ as a global domain space (“home”) to child and teen projects focusing on the Russian-speaking audience.
-.ДЕТИ’s positioning is to exhibit its unique qualities and to highlight its identity among other TLDs. That should help reap competitive benefits from .ДЕТИ having a unique, long-lasting presence in the Internet, which appears attractive and consonant with its target audience’s natural drive for the future
-.ДЕТИ aims at winning the Internet users’ confidence that registration of child projects in .ДЕТИ should become a common practice. Registrations should be run perpetually, as .ДЕТИ is set to be a leader in terms of children-oriented projects for Russian-speaking community

(ii) Marketing program to back distribution channels and engage Registrars (and their resellers) in promotion of .ДЕТИ.
The fundamental components of this program are:
- Marketing research to improve the Applicant’s knowledge of the target audience’s need and ensure a credible feedback from them
- A program to support and promote children-oriented projects to raise the audience’s awareness and encourage domain registrations by cooperating with key players and associations: e.g. creation of a Council to engage key players in .ДЕТИ’s operations; to create and use a site as an advertising and sales channel (posting children-oriented advertising thereon); and .ДЕТИ participation in major fairs and exhibitions
- Dissemination of marketing materials, which allows direct communication with prospective registrants
- Maintaining a distribution system to engage Registrars in support to, and promotion of .ДЕТИ

(iii) Awareness raising campaign focusing on a broad audience of Internet users, which includes the following activities:
- Highlighting benefits and advantages of owning and operating a domain in .ДЕТИ
- Showcasing individual success stories built on ДЕТИ identity and opportunities it offers

(iv) Educational activities:
- Engagement of nonprofit media, including social ones, to diffuse key messages to the audiences concerned
- Holding workshops and seminars to educate customers about terms and conditions of domains registration of in .ДЕТИ
- At this point, as the Applicant is a nonprofit foundation focusing on social and educational initiatives in the Internet, its first-hand practices and experience should also contribute to an efficient promotion of .ДЕТИ
- Participate in federal digital education program

(v) Building a set of incentives to bolster distribution channels for.ДЕТИ’s services. To that end, certain messages will propagate extra benefits from being in and with .ДЕТИ, such as subsidies, membership and organizational bonuses, etc.

Integrated efforts to promote the project through engagement of all the stakeholders concerned and by versatile means will help communicate to the broad audience fundamental principles underpinning .ДЕТИ, raise the society’s awareness of online threats to children and .ДЕТИ as a credible solution to them, encourage emerging children-oriented projects, materialize creative ideas about educating kids to safely use the Internet, and contribute to attraction of new captivating projects into .ДЕТИ.

At the present stage, the following events have already been run in Russia as a part of the integral awareness raising campaign:

October 2011
Presentation of the concept of .ДЕТИ at the ʺRussian Internet Week 2011ʺ - the nationwide professional convention, including:
Roundtable “Innovative Technologies to Protect Children On-Line”, with some public opinion leaders voicing their support to the project
Panel on domain names, with renowned academics and social activists advocating the concept of .ДЕТИ and committing themselves to contribution to the project.

November 2011
Presentation of .ДЕТИ at the meeting of the Advisory Council of the Agency for Strategic Initiatives under the RF Prime Minister. The presentation resulted in the Advisory Council selecting .ДЕТИ as an innovative and socially significant project for Russian Federation.

National forum of hosting providers
The professional community was updated on the concept of and progress with .ДЕТИ, as well as on opportunities to benefit from participation in the project as registrars.