.melbourne Pre-Register Domain - .melbourne Domain Information

Note that the applicant is a sovereign state within the Commonwealth of Australia. It is formally established under the Commonwealth of Australia Constitution Act 1900 (an Act of the Parliament of the United Kingdom at Westminster), and further described under The Constitution Act 1975 (an Act of the Parliament of the State of Victoria).

The mission and purpose of the new .melbourne gTLD is to benefit internet users by ensuring increased trust, convenience and utility as well as extending and strengthening the City of Melbourne's brand in the online environment.

The .melbourne gTLD will create a new generation gTLD serving the interests of residents of Melbourne and the State of Victoria and other internet users looking for products, services and information relating to Melbourne, Victoria, Australia. The .melbourne gTLD will be a domain space specifically related to Melbourne, the capital city of the State of Victoria in Australia. The .melbourne gTLD will provide a dedicated internet space for businesses, residents, community groups, organisations and government bodies in Victoria seeking to identify themselves with Melbourne, thus offering these potential registrants new marketing opportunities and an additional channel of communication focused on their geographic location. Internet users will also benefit from the .melbourne gTLD through the increased accuracy and quantity of locality-specific content.

As the applicant for the .melbourne gTLD, the State Government of Victoria through its Department of Business and Innovation, Innovation and Technology Division (DBI) aims to connect individuals, businesses and groups in Victoria to other local, national and international businesses and markets and to promote Melbourne as a great place to live, work, invest, visit and learn. The application for the .melbourne gTLD has the full support of the State Government of Victoria and the Melbourne City Council, the Local Government of the City of Melbourne.

Greater Melbourne consists of the City of Melbourne and a further 30 municipalities, has an approximate population of 4 million people and is often referred to as "the cultural capital of Australia" (as mentioned in the Melbourne Tourist Guide, www.melbournetouristguide.com). Melbourne was ranked the number one city in "The Economist's top 10 Worldʹs Most Liveable Cities" in 2011 (www.economist.com/node/21528162).

The registration of second level domain names within the .melbourne domain space will only be available to government bodies in Victoria and businesses and residents with a Victorian address. This restriction is imposed to ensure that the .melbourne gTLD is available to Victorian residents and to facilitate and encourage the availability of information relating to activities, businesses, community groups, organisations and government bodies related to Melbourne in an online space free from use that is illegitimate or inconsistent with the mission and purpose of the .melbourne gTLD. The .melbourne gTLD is intended to encourage innovation and growth by offering economic benefits on a macro scale, increased utilisation of technology resources and an increased opportunity for and facilitation of entrepreneurship by providing an online geo-distinctive presence and new marketing opportunities. This will benefit internet users and promote competition in the marketplace.

The internet has created a means for global communication and interaction, allowing for greater levels of information exchange, as well as facilitating efficient business transactions. Information about Melbourne is widely available on the internet, allowing internet users worldwide to access online information regarding work, play or life in Melbourne. A centralised .melbourne gTLD will, however, provide a clearly identified resource for internet users, including visitors to Melbourne, bringing together and giving easier access to information about events, businesses, communities, government bodies and organisations in Melbourne. The .melbourne gTLD will meet the need for a specific online space that captures the distinctive city of Melbourne, Victoria, Australia and thus will enhance the strength and value of the Melbourne brand.

The mission and purpose of the proposed new gTLD share ICANN's initiatives to promote public interest. DBI is committed to contribute towards achieving such initiatives in line with ICANN's Affirmation of Commitments, which includes:
- consumer trust: the .melbourne gTLD registry will operate as a registry where only individuals and businesses with a Victorian address will be able to register domain names at the second level. Consumers will be able to have greater confidence in the information provided under the .melbourne gTLD knowing that the information is provided by businesses, organisations government bodies or residents connected to Melbourne. As domain names within .melbourne will be subject to registration standards, policies and procedures, the incidence of abuse and cybersquatting (through adequate protection of trademark holders) will be significantly lower and internet users will have greater confidence in the information they receive about the city of Melbourne; and
- competition: the .melbourne gTLD will contribute to the initiatives of competition and consumer choice through its operation focused on promoting consumer trust and convenience, as well as providing an alternative domain name space to registrations in other TLDs. The .melbourne gTLD will provide more choice for registrants to clearly distinguish themselves in the online environment by demonstrating their direct connection to Melbourne, Victoria, Australia. Increased trust in the .melbourne gTLD may drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
- consumer choice: the proposed new gTLD will enable user-driven improvements promoting Melbourne, with second level domains to be registered by eligible registrants. This will allow consumers more choice and options to register domain names and to interact with government bodies, community groups, businesses and organisations, as well as encourage competition between these potential registrant groups to best interact with such consumers. The .melbourne gTLD registration policy will provide clear guidance on the registration and use of domain names in the .melbourne gTLD, which will also contribute towards general service innovations on the internet.

Registration volume projections in this gTLD are based upon analysis of the target market, including registered trademark holders, businesses registered in Victoria and residents with a Victorian address. Projections have been developed with conservatism, taking into account the experience of existing gTLDs and ccTLDs and local market conditions.

In its endeavour to promote and expand the .melbourne gTLD, DBI will comply with all operational, technical and policy requirements and strive to maintain consumer trust and the stability of the internet. DBI will keep ICANN reasonably informed of any material developments relating to the .melbourne gTLD, including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

The DBI does not intend to make available Internationalized Domain Names (IDNs) and geographic names at the second level initially. However, as the use of the .melbourne gTLD evolves, it is anticipated that DBI may decide to make available IDNs and geographic names within the .melbourne domain space to allow internet users to engage with .melbourne in their native language, thus creating a more positive user experience and encouraging diversity. In accordance with Specification 5 of the Registry Agreement, and as specified in the response to Question 22, geographic names will not be available for registration without prior agreement from the relevant government or review and approval by the GAC.

GOAL OF THE .MELBOURNE TLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION

The goal of the .melbourne gTLD is to encourage innovation and growth, underpinned by business viability, best practice and the strength of the Melbourne brand, through the creation of a domain space dedicated to Melbourne, Victoria, Australia. The unique domain space will provide internet users with easier access to valuable geo-specific content, products, information and services related to and linked with Melbourne. It will also allow registrants and government bodies a clearer, more cohesive branding message in the online environment and a new opportunity to market their message to consumers in a user friendly online space. Further, it is hoped that the creation of a locality-specific internet space will increase the service levels, relevance and accuracy of information that is available to the broader community of internet users, thus contributing towards a more trusted and positive user experience.

ANTICIPATED CONTRIBUTION TO THE CURRENT SPACE

It is anticipated that the proposed .melbourne gTLD will make positive contributions to the wider internet community by providing:

Competition:
The differentiation of the .melbourne gTLD as a space dedicated to businesses, organisations, individuals and government bodies connected to Melbourne, Victoria may drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust and relevance in their TLDs. The .melbourne gTLD will encourage internet users to interact with domain names under .melbourne domain space to look for products, services and information from businesses, organisations, residents, communities and government bodies with a connection to Melbourne. There is currently no online space that is specifically targeted at Melbourne or devoted to the needs of Victorian residents. The benefits of the proposed .melbourne gTLD will be distributed not only to consumers located in Melbourne, but to the internet community at large forcing improved services and competitive pricing in the market place for domain name registrations.

Innovation:
With the expansion of the internet community, the existing gTLD structure presents limitations, in particular in terms of the ability for registrants to register relevant domain names. These limitations are reflected in the difficulties in registering appropriate domain names, as well as determining authentic and relevant information provided by government bodies, businesses, communities, organisations and residents with a connection to Melbourne, Victoria, Australia. The .melbourne gTLD intends to overcome these limitations by providing an online space dedicated to locality-specific information through the registration of second level domains by eligible registrants, as specified in the registration policy. The .melbourne gTLD will present an internet space in which businesses, communities, organisations and government bodies can create domain names that are relevant to their respective customer, member or constituent base, services and products. .melbourne gTLD will provide a geo-specific online identity to eligible registrants, with eligibility criteria different from those applied in the current .au ccTLD or other domain spaces, addressing the currently unmet needs in the domain name system in terms of consumer choice.

Differentiation (Increased trust):
The .melbourne gTLD will simplify how internet users interact online with Victorian residents by providing a distinctive domain space that specifically targets the States' residents and is devoted to their needs. Internet users will be able to directly navigate to .melbourne gTLD sites, saving time and resources searching for reliable and relevant sites. The current domain name system has shown that it is vulnerable to malicious abuses due to registration of domain names which seek to exploit consumer confusion. The .melbourne gTLD can address some of these vulnerabilities by maintaining a simple yet efficient degree of control over the domain names registered under the .melbourne domain space by requiring that registrants warrant their eligibility in accordance with the registration policy. The .melbourne gTLD will provide greater user confidence in the information provided on the dedicated .melbourne online space, as the registration policy will require that registrants meet the eligibility criteria and refrain from using domain names in manner that is unlawful or inconsistent with the mission and purpose of the .melbourne gTLD. Internet users will be able to rely on the relevance of the domain names and accuracy of information under the .melbourne domain space, which will differentiate interaction between internet users and the registrants under the .melbourne gTLD.

GOALS OF THE .MELBOURNE TLD IN TERMS OF USER EXPERIENCE

The proposed .melbourne gTLD will provide a positive user experience which meets the changing and growing needs of Melbourne and Victorian residents and the broader internet community. Registrants will be required to warrant their eligibility to register domain names in accordance with the registration policy and that their use will be consistent with that policy and the mission and purpose of the TLD, thus deterring abusive registrations. Therefore, the .melbourne gTLD will:
- provide an easy and intuitive reference and access point for internet users, enabling them to easily locate relevant information made available by government bodies, businesses, organisations, communities and groups connected to Melbourne, Victoria, Australia;
- represent legitimacy, since registrants will need to identify and warrant themselves as possessing an address within the State of Victoria, thus promoting user confidence;
- direct internet users to relevant information in a timely manner by providing a dedicated domain space specifically targeted at Melbourne, Victoria;
- enhance security and minimise security risks by implementing necessary technical and policy measures and offering rapid resolution of complaints;
- strengthen brand reputation by offering the government a new communication infrastructure and user confidence by eliminating user confusion; and
- reduce potential abuses in the registration process, via the application of eligibility criteria, and overall costs to businesses and users.

The .melbourne gTLD will address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes. Although the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .melbourne gTLDs eligibility requirements will reduce potential abuses in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately contribute towards promoting ICANN's core values in benefiting the public interest.

.MELBOURNE REGISTRATION POLICIES IN SUPPORT OF THE ABOVE-LISTED GOALS

Key provisions of the proposed registration policy are described below.

Only eligible registrants will be able to register second level domain names in the .melbourne gTLD. Applicants must possess an address in the State of Victoria, Australia in order to register domain names. Registrants will be required to warrant their satisfaction of the eligibility criteria and provide a Victoria, Australia address or business registration number in order to register domain names. Ineligible registrations are considered abusive and thus fall within the scope of the Anti-Abuse Policy, which is provided in the response to Question 28.

The DBI will launch the .melbourne gTLD in several phases, including two sunrise rounds, as set out in the registration policy and described in more detail in Question 18(c), below. This approach will provide an opportunity for trademark holders, government bodies and businesses meeting the general and sunrise eligibility criteria to register domain names. Thereafter .melbourne will be open for registrations from all eligible registrants, first during a landrush period with competing applications resolved by auction, and then in general availability on a first-come/first-served basis. The domain name registration processes in the proposed new gTLD will address the requirements as mandated by ICANN, including but not limited to, minimum rights abuse prevention measures such as the use of the Trademark Clearinghouse. Launch and rights protection mechanism implementation is described in detail in the response to Question 29.

Domain names may be registered for a term between 1 and 10 years as per ICANN´s requirements. Upon expiry of the domain name, the Registry will auto-renew the domain name for a one year term unless the registrant submits its intention not to renew the domain name.

The registration policy will stipulate that domain names will need to meet certain standard technical criteria, such as being less than 63 characters long. Registrants will be required to use the domain name in a manner which does not contravene relevant legislation in Victoria and Australia. Furthermore, the domain name must not be used in a way that is inconsistent with the mission and purpose of the .melbourne gTLD.

DBI will prepare a list of reserved domain names that is consistent with Specification 5 of the Registry Agreement and which also limits registration of government body names. In addition, DBI will not initially allow registrations of domain names for:
- One character labels;
- 2nd level labels utilised in Australia's ccTLD, .au; and
- names restricted by State or Commonwealth legislation in Australia.

Registrants will be required to use .melbourne domain names in a manner that does not contravene relevant State and Commonwealth legislation in Australia. Furthermore, the domain name must not be used in a way that is inconsistent with the mission and purpose of the .melbourne gTLD.

If registrants are found in breach of the terms and conditions in the registration policy, the registry will be able to exercise the right to suspend or cancel the registration of the domain name.

MEASURES FOR PROTECTING PRIVACY OR CONFIDENTIAL INFORMATION OF REGISTRANTS OR USERS

DBI is committed to the protection of privacy and confidential information in accordance with the mission and purpose of the .melbourne gTLD, fostering increased consumer trust through providing a safe, user friendly and valuable geo-located internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user's confidential information, including the Privacy Act 1988 (Australia), the National Privacy Principles (Australia), the Information Privacy Act 2000 (Victoria) and its related privacy principles. The .melbourne gTLD will develop a privacy policy and practice intended to protect the personal data of its registrants and internet users. The .melbourne gTLD and its privacy policy will comply with the Specification 9, subsection 1(e), of the Registry Operator Code of Conduct contained within the Registry Agreement.

DBI will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status, registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, DBI will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

The .melbourne registry will deploy Domain Name System Security Extensions (DNSSEC), which is intended to benefit both DBI and users interacting with the .melbourne gTLD online. DNSSEC provides additional security by validating information in transmission, therefore it is intended to benefit those who publish information in the domain name system (DNS) and the users who retrieve information from the new .melbourne gTLD.

Further, DBI will comply with all security measures, policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .melbourne domain space.

OUTREACH AND COMMUNICATIONS

The proposed new .melbourne gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community as a space dedicated to businesses, residents, community groups, organisations and government bodies linked to Melbourne, Victoria, Australia. Outreach and communication activities will focus on the achievement of the following primary objectives:
- overall awareness of the new .melbourne domain space within key stakeholders and target audiences;
- end-user awareness and utilisation of the .melbourne gTLD; and
- registrar engagement, uptake and sell-through.

The following marketing disciplines, targeted at both individuals and businesses within the Melbourne region, will form the basis of the .melbourne launch marketing activity:
- above the line advertising, including awareness and value-based messaging within print and outdoor mediums;
- Public Relations targeting major daily newspapers, online, broadcast and social media channels;
- event sponsorship supporting the mission and purpose of the .melbourne gTLD as the domain name of choice for Melbourne's consumer and business community; and
- registrar engagement, including co-operative marketing initiatives.

Launch marketing activities will also feature the allocation of a small number of premium .melbourne domain names to high-traffic online properties owned and managed by the City of Melbourne. Following launch, marketing activities will shift focus from awareness to the empowerment of the Registrar sales channel.

DESCRIPTION OF .MELBOURNE REGISTRATION POLICIES

Registration policy:

Registration in the .melbourne gTLD will only be open to registrants meeting the eligibility requirements set out in the registration policy:
- All registrants must possess and register using an address in Victoria, Australia.
- Domain names must constitute a close and substantial match to an applicant's identity.
- Domain names must not be inconsistent with the mission and purpose of the .melbourne TLD.

No other third parties will be able to register domain names under the .melbourne domain space. Further, DBI will prohibit proxy registrations in order to maintain the integrity of the .melbourne gTLD as a dedicated space in which only the above-listed eligible registrants may register domain names, in accordance with the .melbourne gTLD's mission and purpose.

It is therefore not anticipated that third parties and/or trademark owners that have no connection to the Melbourne location will incur costs in relation to the .melbourne gTLD. The entities wishing to register domain names must warrant that all the policy requirements for registration are satisfied. DBI will utilise the services of the proposed Trademark Clearinghouse to ensure that domain names registered are consistent with intellectual property rights recorded in the Clearinghouse. In case there would be competing applications by registered trademark holders during the first phase of the envisaged 30 day sunrise period, these applications will be resolved by auction.

As a result of the imposition of eligibility restrictions, it is estimated that money spent by consumers who have been targeted by malicious abuse in utilising services over the internet will reduce over time as a result of the new .melbourne gTLD. By encouraging registrants to communicate and interact with internet users under the .melbourne gTLD, social costs will be minimised since registrants can have high trust in the TLD as a sustainable, long-term asset that has the full support of the governments of the State of Victoria and the City of Melbourne.

Sunrise Policy:

The .melbourne Sunrise Policy will provide that applications received by a Registrar within a 30-day sunrise round and satisfying the Sunrise Eligibility Requirements (SERs) will be accepted for participation in the relevant sunrise round. All sunrise registrants must meet the general eligibility requirements of the TLD. SERs are as follows:
- Sunrise 1 group A: Trademark holders satisfying (i), (iii) and (iv) of the SERs proposed in the Applicant Guidebook at TMCH s6.2.3, registering an identical match to their TMCH entries. Trademarks must fall within s7.2 of the Applicant Guidebook (TMCH) and be supported by proof of entry in the TMCH.
- Sunrise 1 group B: Government bodies in Victoria registering an exact match or obvious abbreviation or acronym of government department names or an exact match of names of a substantial official activity or initiative.
- Sunrise 2: Businesses physically present in Victoria, registering an exact match of their registered business name.

The Sunrise Policy will specify that by making a sunrise application (or, where relevant, by agreeing to participate in an auction), an applicant agrees to purchase the domain if it is allocated to the applicant.
A Sunrise Dispute Resolution Policy (SDRP) will be adopted to allow any party to raise a challenge on the four grounds identified in the Applicant Guidebook at TMCH s6.2.4, in addition to the following:
- a domain name registered by a government body was not at the time of registration an exact match or obvious abbreviation or acronym of government department names or an exact match of names of a substantial official activity or initiative.
- a domain name registered by a business in Victoria was not at the time of registration an exact match to that business's registered name.
- at the time the challenged domain name was registered, the registrant was not a business physically present in Victoria.
The remedy will be cancellation or deletion of a successfully challenged domain. All registrants will be required to submit to proceedings under the SDRP, which will specify that SDRP claims may be raised after registration of a sunrise domain and will require that complaints clearly identify the challenger, the challenged domain, and the ground/s on which the complaint is based.
The Sunrise Policy and SDRP are described in detail in the response to Question 29.

ALLOCATION OF DOMAIN NAMES

Competing applications for a domain name in the .melbourne gTLD will be addressed in the following manner:

1. Sunrise period:

DBI will implement two thirty-day sunrise rounds and will resolve multiple applications for a particular domain name in each round as follows:
- Round 1 group A for trademark holders with an identical match to Trademark Clearinghouse entries. Competing applications will be resolved by auction.
- Round 1 group B for government bodies with an exact match to or obvious abbreviation or acronym of a government department name or exact match of names of a substantial official activity or initiative. Competing applications will be resolved through a mediation process managed by the State Government of Victoria. In the event of any conflicting applications between trademark holders (Round 1 Group A) and government bodies (Round 1 Group B), trademark holders will have priority.
- Round 2 for businesses registered in Victoria, Australia. Competing applications will be resolved by auction. However, due to the exact match requirement, the likelihood of multiple applications for a particular domain name is anticipated to be low.

2. Landrush period:

DBI will implement a 60-day landrush period during which all registrants meeting the general eligibility criteria may apply to register domain names. Competing applications received during this period will be resolved by auction.

3. General Availability:

Any registrants meeting the eligibility criteria as set out in the registration policy will be able to apply and domain names will be registered on a first-come/first-served basis.

COST BENEFITS FOR REGISTRANTS

The .melbourne gTLD will provide a locality-specific internet space that will increase the service levels, relevance and accuracy of information that is available to the broader community of internet users, thus contributing towards a more trusted and positive user experience. The .melbourne gTLD specifically targets Melbourne, Victoria and is devoted to the needs of the businesses, organisations, government bodies and individuals who live, work and play in or are otherwise connected to Melbourne. As such, .melbourne domain names are a unique product and offer unique, high value services of distinction and geo-identification. The price of .melbourne domain names will be set in line with this high value proposition and will be consistent with the goal of attracting serious investors seeking to develop the namespace while also deterring and limiting speculation.

CONTRACTUAL COMMITMENTS TO REGISTRANTS

DBI intends to provide registrants with advance written notice of price increases, as required under the Registry Agreement, but does not intend to make any further contractual commitments regarding the magnitude of price escalations. In this regard, DBI will offer flexibility to adapt to any unanticipated changes in the market.

We have engaged ARI Registry Services (ARI) to deliver services for this TLD. This response describes protection of geographic names as implemented by ARI.

1 PROTECTION OF GEOGRAPHIC NAMES

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.
A corresponding list of geographic names will also be available to the public via the registry operators website, to inform Registrars and potential registrants of reserved names. The lists noted above, are regularly monitored for revisions, therefore the reserved list (both within the registry and publicly facing) will be continually updated to reflect any changes.
In addition to these requirements, ARI are able to support the wishes of the Governmental Advisory Council (GAC) or any individual Government in regard to the blocking of individual terms on a case by case basis. ARI's registry system allows such additions to be made by appropriately authorised staff, with no further system development changes required.
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.

2 PROCEDURES FOR RELEASE

We understand that if we wish to release the reserved names at a later date, this will require agreement from the relevant government/s or review by the GAC, and subsequent approval from ICANN.