.box Pre-Register Domain - .box Domain Information

.box is about the making the Internet (the cloud) personal.

Personal computers (PC) fundamentally changed the way we approached and view work as well as organize our life. The Internet profoundly changed the way we communicate and consume information. An important commonality of the two is how open, accessible technology enabled the decentralized empowerment of users. Before the PC, the industry was dominated by mainframes; before the Internet, proprietary networks competed for technical supremacy. Today, the "big brothers" are driving users towards massive online databases, i.e. cloud computing, albeit distributed technically is centralized in administration.

The .box TLD aspires to be a namespace promoting the use of personalized cloud technologies to connect personal devices, such as desktop PCs, laptops, mobile, tablets, etc., to form one's own personal cloud without being tied to proprietary centralized clouds. While dedicated to personal cloud, .box is for the businesses too. We believe, much like PCs have changed the workplace, personal cloud technologies will support workplace development as well.

The vision of the .box Registry is to promote a decentralized empowerment of users by bringing the full capabilities of a user centric Internet to personalized devices.

The mission and purposes of the Registry are:

1. To operate an economically viable TLD registry in a secure and stable infrastructure with high performance, high scalability and high availability;

2. To promote the use of the .box TLD in support of the decentralized spirit of the Internet by supporting technologies that allow users to leverage their own devices for a personal network; and,

3. To be a socially responsible TLD registry with a high level of integrity in the protection of rights of others, privacy and consumer confidence in the development of the .box TLD.

The .box Registry believes that the name "box" is versatile and can be used by persons and businesses for activities such as setting up their own devices on their .box domain as storage that is accessible by other devices (storage box), accessing their home TV (set top box), or even home appliances (ice box) and other machines (juke box, music box, etc.)

In addition, to its mission and vision, as a new gTLD, the Registry believes in its responsibility as a responsible industry participant to advance competition, enhance consumer trust and promote consumer choice with the development of the TLD:

A. Advance Constructive Competition

The .box TLD brings a new dimension of personal domains to promote competition among TLDs as well as competition among domain registrars and resellers in targeting the personal domain market. In the past, the general market approach for personal domains drives towards vanity domains or the establishment of your personalized identity online. The .box TLD is about connecting users with their own network of connected devices, e.g. interconnectivity between one's cell phone, laptop, tablet, home computers, etc.

B. Enhance Consumer Trust

The .box TLD is about supporting the prosumer movement by providing a namespace to support more technically sophisticated users to utilize domain names in managing and accessing their own network of connected devices. By promoting the concept and advocating the development of user friendly technologies in support of such capabilities, the Registry believes in enhancing the media and Internet literacy of Internet users. In turn, the Registry believes that with more technically aware users, that would in itself drive better consumer trust to the Internet including the DNS.

Furthermore, this could raise the awareness of more Internet users about Internet governance issues, and allow the community to engage with them for their participation in the international discussions, including at ICANN. This would also help drive consumer trust in the system by bringing them to and making them aware of their ability to participate in policy discussions about the Internet.

C. Promote Consumer Choice

The .box vision counters the prevailing concept of the centralized cloud by promoting consumer choice of utilizing their own devices to establish their own personal cloud. Besides promoting choice of TLD and domain names, the .box TLD believes in bringing the choice of operating one's own personal network rather than depending on managed cloud services.

From Wikipedia (http://en.wikipedia.org/wiki/Cloud_computing):

"Cloud computing is the delivery of computing as a service rather than a product, whereby shared resources, software, and information are provided to computers and other devices as a utility (like the electricity grid) over a network (typically the Internet).

Cloud computing entrusts services (typically centralized) with a userʹs data, software and computation on a published application programming interface (API) over a network. It has considerable overlap with software as a service (SaaS).

End users access cloud based applications through a web browser or a light weight desktop or mobile app while the business software and data are stored on servers at a remote location. Cloud application providers strive to give the same or better service and performance than if the software programs were installed locally on end-user computers."

An important aspect is the "typically centralized" nature of what us currently considered cloud computing. The vision of the .box TLD is to bring this capability to end users by enabling themselves to use cloud technologies to share services between their own devices. The Registry believes that while a TLD on its own may not be able to bring these technologies to end users, the advocacy of the .box domain can encourage users to start by connecting their own devices to their own .box domain as a shared network storage box of files.

1. Goals of the TLD

The .box domain aspires to be the domain of choice for users interested in connecting their own devices (e.g. mobile phones, laptop, tablet, home computer) as a personal network (personal cloud). The area of specialty for the .box domain is in the personal cloud space. With the growing interest in cloud computing, a central goal of the Registry is to advocate the decentralization of cloud technologies to personal network of devices. The .box domain plays an important role in this concept by providing users a domain that they can identify as their own.

With the full support of ARI as the registry back-end services provider, the TLD aims to operate at world class service levels delivering registry services to its registrars, registrants as well as general internet users a high capacity and high availability platform.

The Registry, through the support from its Registry Front-End Services Provider, Namesphere, which is a spin-off of the DotAsia Organisation, sets a noble goal in building itself as a reputable initiative that is economically viable and one which participates in the global community as a responsible netizen, upholding a high level of integrity and respecting the rights of others.

2. Differentiation and Innovation

An important differentiation of the .box TLD is in the target audience and its advocacy of the personal cloud concept. As a TLD registry, we are focused on providing a secure and stable platform for which applications and other solutions can be built upon. A core mission of the TLD is to encourage innovations in the direction of the decentralized spirit of the Internet, which we also believe to be an important environment for fostering creativity and development.

3. Improving User Experience

As a TLD targeted towards the consumer market, improving user experience is at the core vision of the Registry. The Registry believes that the advocacy of personal cloud technologies will in turn improve the user experience of domain names and Internet technologies overall. As a short, stylish and memorable TLD, the Registry believes that it can build a strong user experience for consumer domain registrants.

4. Registration Policies Supporting the Goals to Drive User Benefits

Upon Go Live of the registry, the TLD will be an open registry accepting registrations from individuals and businesses around the world. To uphold its reputation as a socially responsible TLD, beyond the basic ICANN requirements, the Registry is committed to put in place a comprehensive Sunrise and Startup process (Q29) as well as effective Abuse Prevention (Q28) and Rights Protection Mechanisms (Q29) to strengthen the orderly and stable introduction of the TLD.

Furthermore, the Registry is committed to developing supportive policies to promote the goals stipulated, including policies to strengthen the rights of registrants while balancing other interests to avoid abuse.

5. Privacy and Confidentiality Protection

Privacy and confidentiality is critical to a domain namespace targeted to consumers. As a socially responsible operator, the Registry is dedicated to ensuring that the privacy users and confidentiality of information is protected. The Registry, leveraging the infrastructure supported by its Registry Back-End Services provider, ARI, maintains a highly secure environment physically and technically to ensure that confidential information are not leaked.

The Registry is also committed to developing and implementing policies that complies with privacy laws in the locality it operates out of and can be compatible with privacy laws of registrars and registrants of the registry. The Registry understands that there is no guarantee of compatibility of such laws especially given the global nature of the DNS and of the Internet at large, and is committed to dedicate itself, especially through its partner DotAsia (through Namesphere, as the Registry Front-End Services Provider for the Registry), to participate in the global Internet Governance discourse on the subject.

The Registry is committed to introducing the .box TLD in an orderly manner to minimize the social costs and maximize the social value of the TLD. Following the successful launch of the .ASIA TLD, and leveraging the experience and knowledge from the DotAsia (through Namesphere), the Registry is committed to developing and implementing a comprehensive startup process that would include, besides Sunrise and Landrush processes, a Multi-Category Pioneer Domains Program.

The Pioneer Domains Program will be designed to curb abusive registrations, whereby reducing social costs, as well as to promote the adoption of the TLD, to maximize the social value of the TLD. An important goal of the program is to allow for the introduction of showcase domains under the TLD in a well structured manner, while ensuring that the protection of the rights of others is maintained. The implementation of showcase domains support the development of positive foundation of usage of the TLD. More detailed explanation of the overall startup process is included in #29.

In response to the question specifically:

1. Mechanisms for Resolving Multiple Applications to a Domain

A comprehensive Sunrise and Landrush program will be put in place at the launch of the TLD. As an important stakeholder of the Registry, DotAsia (through Namesphere) will be lending its experience and knowledge in the development of an appropriate Sunrise and Landrush program that includes mechanisms for resolving multiple applications to a domain when the TLD is first launched. More detailed explanation of the approach is included in #29. In short, during the Sunrise and Landrush processes, a first come first served model will not be used as previous launches has demonstrated that such mechanism creates undue tension, chaos and frustration in the process. Applications for domains will be received within a designated time period and all applications received within such period will be considered to be received at the same time. All applicants will be verified first for their eligibility against the Sunrise and Landrush policies respectively. If there is only one successfully verified application for a particular domain, then it will be allocated directly. If there is more than one successfully verified application an auction will be held to resolve the contention.

During regular operations of the registry (upon GoLive and after Sunrise and Landrush), domain registrations will be accepted on a first-come-first-served basis. In cases of contention, the Registry will not prohibit the use of secondary market mechanisms for interested registrants to resolve the contention. Registrant transfers will be administered by accredited registrars without intervention by the Registry. In the cases of contention against abusive registrations, the Registry will adhere to the UDRP and URS procedures.

When a domain name registration is deleted and after completing the lifecycle according to ICANN requirements, the domain name will be re-released to the available pool and registrations will be accepted on a first-come-first-served basis. If activities to snatch names from this "dropzone" becomes contentious, the Registry is prepared to work closely with the community to provide better mechanisms to resolve contentions where appropriate.

2. Cost Benefits for Registrants

The registry intends to implement periodic cost reduction programs to encourage the adoption of the TLD by registrants. Such cost reduction programs can also be targeted towards key segments of the market in relation to the mission and vision of the Registry explained above. Based on the experience of DotAsia (through Namesphere), rebate programs that essentially lower the costs for registrants are one of the most effective ways to drive the adoption of a new TLD. Cost reduction oriented programs are included in the financial projections provided for #45-50.

Introductory programs will be important to drive awareness and interest in the TLD as well. These should include not only broad price discounts but also targeted programs. Based on DotAsia's past experience, targeted programs, such as Home Market Growth programs are effective in raising the awareness for targeted segments. Such programs can also come in the form of special price reduction promos or rebate type programs.

Besides price reduction programs, other cost benefits can also be introduced to registrants. For example, DotAsia also pioneered the offering of free gift redemption programs to spark interest from registrants as well as to drive the cost benefits for adoption of the TLD. For example, it may be possible for the .box registry to offer free devices, e.g. tablets, that is integrated with the .box domain name registered by a user.

3. Contractual Commitments to Registrants

The Registry will abide by the ICANN Registry Agreement requirements as well as ICANN Consensus Policies, including to offer domain registrations for periods of one to ten years at the discretion of the registrar upon GoLive (when normal first-come-first-served registrations begin). During Sunrise and Landrush the Registry will request multi-year initial registrations. The Registry does not plan to implement contractual commitments to registrars regarding the magnitude of price escalation unless such contractual elements have reached community consensus, but is committed to providing a stable environment for registrations, including a stable pricing for registrars.


Besides policies and rules implemented, the Registry believes that prudent operations as an economically viable and socially responsible TLD operator in itself is an important mitigation of increased social costs as a new gTLD is being introduced. The Registry will leverage the knowledge and expertise from its technology provider and DotAsia to ensure that a substantial portion of the costs for operating the registry is managed in variable costs leveraging the economies of scale from already established operations and focus on delivering value to registrants and consumers with the introduction of the .box TLD and its mission and features.

Measures to curb abusive registrations will also be put in place to avoid costs from the community caused by such activities. Further details are included in the response to #28. Furthermore, security measures explained in #30 and #31 help reinforce a robust registry system to guard against DDOS and other malicious attacks which have implications to social costs. As explained, above and beyond the compliance with the Trademark Clearing House (TMCH) requirements, startup policies will be put in place to address issues around reserved names (#22) as well as trademark, copyright and intellectual property concerns (#29).

The Registry is committed to following the GAC advice and Specification 5 of the New gTLD Agreement in the protection of geographic names for registrations under the TLD.

More specifically, the Registry commits to:

a) Adopt, before the new gTLD is introduced, appropriate procedures for blocking, at no cost and upon demand of governments, public authorities or IGOs, names with national or geographic significance at the second level of the TLD.

b) Ensure procedures to allow governments, public authorities or IGOs to challenge abuses of names with national or geographic significance at the second level of the TLD

Building on the experience from .INFO and .ASIA in their handling of country and government related names, the Registry will develop and establish policies for:

1) obtaining and maintaining a list of names with national or geographic significance to be reserved (at no cost to governments) upon the demand of governments, public authorities or IGOs;

2) the process for registrants to apply for and for the Registry to obtain consent from the respective government, public authorities or IGOs in the releasing of such reserved geographic names; and

The procedures may be similar to the management of governmental reserved names for .ASIA (Section 3.4 of http://dot.asia/policies/DotAsia-Reserved-Names--COMPLETE-2007-08-10.pdf -- also attached for reference). In summary:

I) The Registry will adhere to the New gTLD Registry Agreement Specification 5 requirements regarding 2. Two-Character Labels as well as 5. Country and Territory Names;

II) Before the launch of the TLD, the Registry will also proactively reach out to governments around the world, especially through GAC members (and ccTLD managers where appropriate), to solicit from them their demand for reserving any names with national or geographic significance at the second level of the TLD;

III) The Registry will develop mechanisms and maintain a list of governmental reference contacts, especially through correspondence with GAC members and ccTLD managers where appropriate. The corresponding reference contact(s) will be contacted in case a registration request is received for a governmental reserved name. If the consent from the governmental contact is received, the registration request will be approved. The domain will nevertheless remain in the reserved names list so that in case the registration lapses, the domain will not be released into the available pool, but will require the same approval process to be registered.

IV) The Registry will maintain an ongoing process for adding and updating governmental reserved names as they are demanded by governments, public authorities or IGOs.

In accordance with Specification 5 of the New gTLD Registry Agreement, the registry operator must initially reserve all geographic names at the second level, and at all other levels within the TLD at which the registry operator provides for registrations.
ARI supports this requirement by using the following internationally recognised lists to develop a comprehensive master list of all geographic names that are initially reserved:

- The 2-letter alpha-2 code of all country and territory names contained on the ISO 3166-1 list, including all reserved and unassigned codes [http://www.iso.org/iso/support/country_codes/iso_3166_code_lists/iso-3166-1_decoding_table.htm].

- The short form (in English) of all country and territory names contained on the ISO 3166-1 list, including the European Union, which is exceptionally reserved on the ISO 3166-1 List, and its scope extended in August 1999 to any application needing to represent the name European Union [http://www.iso.org/iso/support/country_codes/iso_3166_code_lists/iso-3166-1_decoding_table.htm#EU].

- The United Nations Group of Experts on Geographical Names, Technical Reference Manual for the Standardisation of Geographical Names, Part III Names of Countries of the World. This lists the names of 193 independent States generally recognised by the international community in the language or languages used in an official capacity within each country and is current as of August 2006 [http://unstats.un.org/unsd/geoinfo/ungegn%20tech%20ref%20manual_M87_combined.pdf].

- The list of UN member states in six official UN languages prepared by the Working Group on Country Names of the United Nations Conference on the standardisation of Geographical Names [http://unstats.un.org/unsd/geoinfo/UNGEGN/docs/9th-uncsgn-docs/econf/9th_UNCSGN_e-conf-98-89-add1.pdf].

Names on this reserved list in ARI's registry system are prevented from registration.

The following applies to all Domain Names contained within the registry's reserved list:
- Attempts to register listed Domain Names will be rejected.
- WhoIs queries for listed Domain Names will receive responses indicating their reserved status.
- Reserved geographic names will not appear in the TLD zone file.
- DNS queries for reserved domain names will result in an NXDOMAIN response.

Furthermore, the Registry will actively participate in the development of appropriate process and policies for governments, public authorities or IGOs to challenge abuses of names with national or geographic significance. As an important stakeholder in the Registry, DotAsia Organisation (through Namesphere) will be supporting the efforts as well. DotAsia has been a pioneer of protective measures for new gTLDs, especially in its handling of governmental reserved names and its engagement with different stakeholders to develop rapid suspension policies, which provided part of the genesis of what is now standardized for new gTLDs as the URS (Uniform Rapid Suspension) process. Similar administrative processes may be explored and developed for supporting challenge processes for abuses of names with national or geographic significance.