.monash New gTLD Application
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New gTLD Application Submitted to ICANN by: Monash University
String: monash
Originally Posted: 13 June 2012
Application ID: 1-1153-75618
Applicant Information
- Full legal name
Monash University
- Address of the principal place of business
Monash University
Clayton Victoria 3800
AU
- Phone number
+ 61 3 9902 6000
- Fax number
+ 61 3 9905 4007
- If applicable, website or URL
http:⁄⁄monash.edu⁄
Primary Contact
6(a). Name
Ms. Fiona Elizabeth Andrewartha
6(b). Title
Project manager
6(c). Address
6(d). Phone Number
+ 61 3 9905 6171
6(e). Fax Number
6(f). Email Address
Secondary Contact
7(a). Name
Mr. Jeremy Du Ve
7(b). Title
Director
7(c). Address
7(d). Phone Number
+61399020531
7(e). Fax Number
7(f). Email Address
Proof of Legal Establishment
8(a). Legal form of the Applicant
Not-profit Statutory body
8(b). State the specific national or other jursidiction that defines the type of entity identified in 8(a).
Monash University was established as a body politic and corporate on 30 May 1958 by an Act of the Victorian Parliament, the Monash University Act 1958, and it continues in existence under the Monash University Act 2009.
8(c). Attach evidence of the applicant's establishment.
Attachments are not displayed on this form.
9(a). If applying company is publicly traded, provide the exchange and symbol.
9(b). If the applying entity is a subsidiary, provide the parent company.
9(c). If the applying entity is a joint venture, list all joint venture partners.
Applicant Background
11(a). Name(s) and position(s) of all directors
11(b). Name(s) and position(s) of all officers and partners
11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares
11(d). For an applying entity that does not have directors, officers, partners, or shareholders: Name(s) and position(s) of all individuals having legal or executive responsibility
Alan Simon Finkel Chancellor
Edward Byrne Vice Chancellor and President
Applied-for gTLD string
- Provide the applied-for gTLD string. If an IDN, provide the U-label.
monash
14(a). If an IDN, provide the A-label (beginning with "xn--").
14(b). If an IDN, provide the meaning or restatement of the string in English, that is, a description of the literal meaning of the string in the opinion of the applicant.
14(c). If an IDN, provide the language of the label (in English).
14(c). If an IDN, provide the language of the label (as referenced by ISO-639-1).
14(d). If an IDN, provide the script of the label (in English).
14(d). If an IDN, provide the script of the label (as referenced by ISO 15924).
14(e). If an IDN, list all code points contained in the U-label according to Unicode form.
15(a). If an IDN, Attach IDN Tables for the proposed registry.
Attachments are not displayed on this form.
15(b). Describe the process used for development of the IDN tables submitted, including consultations and sources used.
15(c). List any variant strings to the applied-for gTLD string according to the relevant IDN tables.
- Describe the applicant's efforts to ensure that there are no known operational or rendering problems concerning the applied-for gTLD string. If such issues are known, describe steps that will be taken to mitigate these issues in software and other applications.
A number of operational and rendering issues may arise with the delegation, and subsequent operation and use of a new TLD. Some of these issues may be experienced just by the users of one or two particular TLDs, due to the nature or composition of the string itself; whereas other issues (such as software support) may be experienced across all new TLDs.
Evaluation of the potential operational and rendering issues for this TLD was delegated to ARI. ARI is experienced with:
– The operational issues of operating TLDs.
– TLDs that offer registrations at the third level (eg .com.au, .net.au) and below.
– The rendering and operational issues surrounding the introduction of IDNs.
ARI has executed a suite of tests to evaluate any issues arising from the use of the TLD string. ARI configured a test environment that consisted of DNS software, web server software, and an email server configured for sample domains in this TLD. Where possible, ARI attempted to test many equivalent applications, however the number of and different versions of applications means that testing was limited to the most common environments.
The tests executed by ARI indicate that this TLD is subject to the same issues already experienced by TLDs in the root, which are neither new nor unique. A summary of the common issues is provided below:
– Some applications make assumptions about known valid TLDs and fail to recognize new TLDs.
– Some Non-IDN aware applications require the user to provide input in A-labels.
– Some IDN aware applications present the user with the domain name using A-labels instead of U-labels.
– Some IDN aware applications fail to render IRIs in a manner consistent with user expectations.
To mitigate these issues, ARI will work with us to ensure that maintainers of applications are made aware of the delegation and operation of this TLD. When relevant, we will refer the maintainers to the verification code produced by ICANN in the area for Universal Acceptance of All Top Level Domains such that operational issues can be mitigated for other TLDs.
ARI and us will work with maintainers of applications to provide subject matter knowledge where required, and provide directions to the tools provided by third parties such as the International Components for Unicode project and other groups, that can assist the application maintainer in adding the required support. User education may be required enabling users to configure their applications for correct functioning of this TLD. An informational section on the TLD website will be considered to address questions raised by the Internet community.
The steps ARI will take to mitigate these issues are more than adequate. Thus, we do not believe this TLD raises stability concerns and there is no reason that it should be denied on an operational and rendering issues bases.
- (OPTIONAL) Provide a representation of the label according to the International Phonetic Alphabet (http://www.langsci.ucl.ac.uk/ipa/).
Mission/Purpose
18(a). Describe the mission/purpose of your proposed gTLD.
MISSION⁄PURPOSE OF THE .MONASH TLD
The mission⁄purpose of the .monash TLD is to establish a cohesive, clear, dedicated and immediately identifiable online identity for Monash University. Monash University is a thought leader in the education sector, in particular in the use of digital technologies. Given this, Monash University is excited to have the opportunity to extend this leadership into this new, expanded Internet environment as the Registry Operator of one of the first branded single registrant⁄single user TLDs.
Monash University’s global footprint is the broadest of any Australian university, and it prides itself on being “a university of transformation. The desire to make a difference informs everything we do. But we donʹt limit ourselves to good intentions. We put every effort into making an impact, both at a local level and internationally. We are a global university with the ability to address global problems.” [http:⁄⁄www.monash.edu.au⁄about⁄who⁄].
Monash University will use the .monash TLD to continue to engage with the world on all fronts, including research, teaching and collaborative partnerships. Monash University websites receive some of the highest volumes of traffic of any educational institute worldwide. The University currently provides an information portal for students, academics, professional staff, researchers, business partners, alumni, and other Internet users through a large and diverse domain name portfolio. The .monash TLD will allow the University to rationalize its digital communication in a single TLD that will function as a dedicated, authoritative and easily located online space for Monash University.
Monash University will request an exemption from clause 1b of the Registry Operator Code of Conduct in order to enable it to be both Registry Operator and sole registrant of the .monash TLD. Domain name registrations will be named to clearly identify the University’s various faculties, divisions, research branches, campuses, courses, etc. The primary service offered by the .monash TLD will therefore be the immediate distinction of legitimacy and authority due to the direct relationship between information found on .monash sites and Monash University. The well-known and identifiable Monash University brand is the glue that holds these things together, making Monash University and its services more visible and easily locatable on the Internet.
The .monash TLD will leverage the influential Monash University brand to enable the University to offer its teaching and research services to the world in a clearer way than is currently possible. It will bring Monash University’s online presence together into one clear channel of communication and experience. This will distinguish the University and its offerings from competitors and clearly identify the content on .monash sites as official and authorised.
18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
BENEFITS OF THE .MONASH TLD
Monash University consider that there are many important benefits of the .monash TLD, and that these benefits will be experienced by two main beneficiaries, Monash University and Internet users.
Monash University:
Acquisition of the .monash TLD will benefit Monash University by reinforcing the University’s commitment to innovation and thought leadership, particularly in relation to the use of technology in education and research. By acquiring a TLD, the university is making a bold leadership statement within the industry and the broader digital community about its commitment to continuous development and innovation. This is consistent with the University’s desire to make a difference in everything it does. In making this commitment, Monash University will gain recognition and acknowledgment and set itself apart from competitors.
The .monash TLD will also provide the University with the benefit of complete control over its online footprint. This will be achieved through the complete control that the University will exercise over the .monash TLD, which will be enabled by an exemption from Clause 1b of the Registry Operator Code of Conduct. This dynamic, perpetual asset will be customised and tailored by the University on an ongoing basis to ensure that it is consistent with the University’s vision and purpose, as well as the internal policies and processes in place to support the .monash TLD’s mission and purpose. As such, the .monash TLD will enable the University to reflect its dynamic, transformative nature through domain name registrations to a greater extent than is possible in existing TLDs.
The .monash TLD will also provide the University with the benefit of greater flexibility, access to and utilisation of its online space. Marketing campaigns will benefit from increases in message recall and brand identification through simple and effective messages such as mba.monash or alumni.monash. Such campaigns can be quickly and easily created by authorised people within the University, allowing effective targeting of market segments.
All domain names in the .monash TLD will be registered by Monash University, thus preventing abuse and in particular offering high protection to Monash University’s valuable name and reputation. The .monash TLD will benefit the University by protecting its brand and its users against harms related to illegitimate or unauthorised information. The .monash TLD provides a safe, controlled space that guarantees the source of information accessed through that space.
Internet Users:
The .monash TLD will benefit Internet users, including staff, students, researchers and other partners, as well as the broader Internet public seeking Monash University services and information because it will engender an increase in trust and confidence regarding the legitimacy of information accessed through .monash sites. This legitimacy is made possible by the single registrant⁄single user nature of this TLD, with Monash University as the only registrant and thus only source of services and information accessed through .monash domain names. Legitimacy is underpinned by the robust internal procedures that will be in place to prevent misuse of the TLD and effectively mitigate any misuse or abuse that does occur.
The .monash TLD will also benefit Internet users by making information about Monash University easier to locate in an increasingly populated DNS. The naming convention that will be employed in the .monash TLD (for example, research.monash or students.monash) will enable better user experience for online users searching for information, while also reducing confusion.
GOALS OF THE .MONASH TLD
Registrations in the .monash TLD will be made exclusively by Monash University for the primary purpose of promoting its teaching and research services to the world. The goals for the TLD reflect that fundamental nature of the TLD, and are primarily directed at its area of specialty (in that it provides a space dedicated to Monash University), a high level of service (in that it provides a safe space that engenders trust and confidence) and reputation (in that it differentiates Monash University as a leader in the education sector in terms of its online presence and capabilities).
1 AREA OF SPECIALTY: .MONASH TLD IS A SPACE DEDICATED TO MONASH UNIVERSITY
A significant goal in introducing the .monash TLD is to create a cohesive, easily identified online space that is dedicated exclusively to Monash University. To achieve this goal, eligibility restrictions will limit registration and use in the TLD to Monash University. These will be enforced through internal registration processes, as well as through the TLD’s robust Acceptable Registration and Use Policy which has been provided in response to Question 28.
The achievement of this goal can be measured by the ongoing refinement of University processes and enforcement of applicable policies to ensure that the .monash space remains dedicated exclusively to the University. Low incidence of abuse and prompt, effective handling of notified abuse will signal success in achieving this goal.
2 LEVEL OF SERVICE: INCREASE INTERNET USER TRUST AND CONFIDENCE
Another goal of the .monash TLD is to increase Internet user trust and confidence. This trust and confidence will come from the fact that all content accessed through the .monash TLD will be authorised by Monash University. Internet users can thus expect that the information they access through the .monash TLD is official and legitimate. The achievement of this goal also depends upon the enforcement of eligibility restrictions and implementation of internal registration processes. Low incidence of abuse and prompt, effective handling of notified abuse will signal success in achieving this goal as well.
3 REPUTATION: THE SINGLE, AUTHORITATIVE DIGITAL HOME OF MONASH UNIVERSITY
Another fundamental goal is that the .monash TLD will become the single, authoritative digital home of Monash University and thus its main channel of communication with staff, students, alumni, partners, and the wider global Internet community. Those seeking Monash University in the online environment will utilise the .monash TLD and acknowledge that space as the single, authoritative digital home of Monash University.
4 INTERNET USERS’ EXPERIENCE AS A MEANS OF MEASURING THE ACHIEVEMENT OF THESE GOALS
Monash University considers that the best way to determine whether these goals are attained will be to gauge the Internet userʹs experience in interacting with and transacting through the .monash TLD.
The University’s initial use of the TLD will be a transition of existing domain names in other TLDs to the .monash TLD. One approach to measuring the above goals’ achievement will therefore be to monitor the usage of .monash domain names compared to the University’s existing domain name portfolio. This will be conducted after the first three years of operations of the .monash TLD, after which time it is hoped that most traffic will have migrated to the .monash TLD. Comparison data between existing Monash University sites and new .monash sites will be generated to determine whether the latter are successful at reaching users and generating a greater volume of traffic than previously measured.
To facilitate the transition from the University’s existing domain name portfolio and the .monash TLD, surveys will be conducted on an ongoing basis in both existing TLD and new .monash sites to obtain feedback from visitors. Specifically, these surveys will gauge the user experience with relation to such things as the ease of finding information, the look and feel of sites, likelihood of repeat visits, and related factors. Monash University considers that the results of these surveys will be particularly useful in year one to gauge initial reaction, and then re-adjust the naming convention and use of registrations as required to meet usersʹ expectations and interests.
Another approach that can be used to quantify success in terms of Internet users’ understanding of the reputation of the .monash TLD and its direct link to the Universityʹs existing reputation will be to use social media surveys and market studies; these will be conducted at least once annually during the first five years following the TLD’s launch to closely track awareness, reputation and use.
It is important to note that Monash University will not measure the success of this goal purely by search engine ranking. Search engine results will, however, be combined with web metrics to identify on a regular basis the percentage of non-referred requests. This will give the University a clear picture of the “mind share” within the online community at any given time. Search engine ranking should follow soon after, but Monash University acknowledges the vagaries of search engine display order and will not consider this on its own a reliable measure of success.
BENEFITS OF ACHIEVING THESE GOALS
Monash University consider that there are many highly desirable benefits of achieving these goals, including:
– Increased Internet user trust when viewing information online and increased availability of Monash University education, experience and research knowledge throughout the world, and the trust, reliability and consistency that will result from these.
– Enhanced global research capabilities by enabling easier access to and location of Monash University’s immense online information repository.
– Greater visibility for Monash University’s globally-recognised academic and research staff and their influential work.
– Reinforcement of Monash University’s commitment to innovation, thought leadership and the maximisation of the benefits of technology in education and research.
– Strengthening and protection of Monash Universityʹs brand, which is underpinned by its existing reputation as a leading provider of higher education and research.
ANTICIPATED CONTRIBUTIONS TO THE CURRENT SPACE
DIFFERENTIATION
An important difference between the .monash TLD and existing TLDs will be the Single Registrant⁄Single User model of the .monash TLD. Domain names in the .monash TLD will not be commercially available, but rather will be registrable only by the Registry Operator. This will bring added benefits to the DNS in terms of preventing abuse and infringement and increasing reliability and trust. The .monash TLD will contribute to a new level of trust and confidence in online-supported education, e-commerce, and e-research, and in so doing support the overarching mission⁄purpose of the .monash TLD.
INNOVATION
The .monash space contributes innovation to the DNS through its single registrant⁄single user model, as well as through the policies and internal procedures that will underpin this model. As a thought leader in the use of digital technologies, Monash University is extremely well suited to maximise the opportunity of providing a new TLD and supporting it on a long term basis.
COMPETITION
Another important difference between the .monash TLD and existing TLDs is the unique opportunity it offers to Monash University that does not currently exist in other TLDs: as sole registrant in the TLD, Monash University will have the opportunity to differentiate itself in the global education and research sectors through its own brand. It will offer Monash University greater choice of domain names and thus greater flexibility and clarity in its communications with staff, students, researchers, industry partners and the global Internet public. The existence of this opportunity enhances competition in the DNS both by providing Monash University an opportunity to register domain names in a way that is not currently offered by existing TLDs and by providing Internet users with a new location from which to source information relating to Monash University.
REGISTRATION POLICIES IN SUPPORT OF THE .MONASH TLD
Eligibility to register domain names in the .monash TLD will be restricted to specifically authorised employees of Monash University in accordance with internal processes regarding domain name registration. Registrants will be required to utilise a username and password to access the registrarʹs online platform for registration of domain names in the .monash TLD. All registrations will be controlled by Monash University in accordance with the .monash Acceptable Registration and Use Policy.
Apart from restricted names lists imposed by ICANNʹs Registry Agreement, no restrictions will be imposed on which domain names may be registered in the .monash TLD other beyond the general restrictions that domain names must support the strategic objectives of Monash University and must not contravene the mission⁄purpose of the TLD. It is envisaged that domain names will most commonly take the form of faculties.monash and researchinstitute.monash, but other forms of names could also be utilised to support University marketing campaigns, policies and initiatives.
No restrictions will be placed on how many names may be registered or used in the .monash TLD. The .monash TLD will be used exclusively by Monash University and the University will determine on an ongoing basis how many registrations are needed to achieve the mission⁄purpose of the TLD. Taking into consideration its existing resource capacity, Monash University has conservatively projected that registration volume will total 100 in year one, 120 in year two and 140 in year three. Domain names will be registered for renewable periods of 1 year.
The University’s existing Web Content team will monitor domain names on an on-going basis to ensure content is current; in particular, content will be reviewed prior to domain name renewal. This will help ensure that the goals of the .monash TLD can be achieved.
By restricting eligibility to designated University employees and ensuring exclusive control over registrations in the .monash TLD, Monash University will create an online space in which users are assured that information and services offered through .monash sites legitimately originate from Monash University. In other words, these eligibility restrictions ensure that .monash is the single, authoritative online platform of Monash University.
PROTECTION OF PRIVACY AND CONFIDENTIAL INFORMATION
All domain name registrations in the .monash TLD will be registered to and maintained by Monash University for its own exclusive, internal use. It considers that no measures are needed to protect the privacy or confidential information of registrants in the .monash TLD because no information of a private nature will be collected during the registration process.
Monash University will not sell, distribute or transfer control or use of any registrations in the TLD to any third party that is not an Affiliate (as defined in Article 2.9(c) of the Registry Agreement). Accordingly, Monash also considers that no measures are required to be taken for protecting the privacy or confidential information of users of domain name registrations in the .monash TLD.
Monash University policies on privacy and personal data will apply to the TLD and University staff that support it. These policies will ensure that the TLD is used in a manner consistent with the broader policy framework of Monash University.
OUTREACH AND COMMUNICATIONS ACTIVITIES
Marketing and outreach activities in relation to the .monash TLD will be targeted at internal departments, staff and Internet users. Internally, Monash University will utilise existing communications channels such as email and websites to alert its staff, students and research partners to the existence of the .monash TLD as a new online repository of information.
The University’s external marketing activities and materials will also be updated with the objective of generating external awareness of the .monash TLD. The following types of activities will be coordinated by the University staff member appointed to the role of TLD Coordinator and implemented by Monash Universityʹs marketing department:
- Developing appropriate awareness-generating content for dissemination through the University’s existing web sites on other TLDs.
- Updating marketing materials and campaigns (print, media, online) by featuring and highlighting .monash domain names.
The awareness generated by the outreach and communications activities described above is critical to the achievement of the goals of the .monash TLD. Utilising existing relationships and marketing opportunities should efficiently and effectively generate awareness of Monash Universityʹs new online presence. Existing users who have come to know and trust Monash University will become aware through those established relationships of the new space in which to interact with Monash University.
18(c). What operating rules will you adopt to eliminate or minimize social costs?
INTRODUCTION
All domain name registrations in the .monash TLD will be registered to and maintained by Monash University for its own exclusive use. Monash University will not distribute or transfer control or use of any registrations in the TLD. Monash University will maintain a high degree of control over the TLD as facilitated by the imposition of eligibility restrictions and internal policies and processes. This eliminates social costs and other negative consequences to Monash University as the sole registrant. This question has been interpreted broadly to consider also the social costs and other negative consequences facing the Internet users who will access content through the .monash TLD; Monash University considers these also eliminated or minimised by the manner in which it will operate the TLD.
METHOD OF RESOLVING MULTIPLE APPLICATIONS
Multiple applications are not anticipated in the .monash TLD because domain name registrations will be registered exclusively by the University for the interests of its business. Registrations will not be made commercially available. There are thus no competing interests and no opportunity for multiple applications to be made. The decision-making authority as to which domain names will be registered and for which purposes will vest in a single role; registration policies will be implemented and enforced through internal processes which will require approvals within established reporting lines and the use of username and password to register domain names. Compliance with these processes will ensure that multiple applications are not made. Registration in the .monash TLD will thus effectively be first-come, first-serve at all stages of registration (sunrise and general registration).
COST BENEFITS TO REGISTRANTS
Registrations will not be commercially available in the .monash TLD; cost benefits to registrants are therefore not applicable to the .monash TLD.
CONTRACTUAL COMMITMENTS TO REGISTRANTS
Registrations will not be commercially available in the .monash TLD; contractual commitments regarding price escalation are therefore also not applicable to the .monash TLD.
OTHER OPERATING RULES WHICH ELIMINATE OR MINIMISE SOCIAL COSTS
By imposing strict eligibility restrictions and restricting the .monash TLD to uses that clearly support its mission⁄purpose and thus the University’s broader purpose and vision, Monash University anticipates that vulnerabilities to itself as the sole registrant and the Internet public who will access registrations in the .monash TLD can be eliminated through internal policies and procedures that ensure that registrations are made by authorised representatives of the University’s business using established reporting lines. Further, the specific risk of abusive registrations and use of registrations will be mitigated by having in place and enforcing a robust Acceptable Registration and Use Policy; this policy is described in detail in the response to Question 28.