The benefits of the TLD are described in E23 through E27.
E23. What will distinguish
the TLD from existing or other proposed TLDs? How will this distinction
.one is completely unlike any existing TLD. The string itself is distinct and unlikely to be confused with any existing TLD. Its meaning is unique (avoiding, for example, the type of confusion that could occur between .com and .purchase). These differences mean .one will expand the DNS without creating user confusion.
Based on the Expressions of Interest submitted to ICANN, .one is likely to be different from most or all proposed TLDs as well. Although restricted to maintain an orderly structure of identifiers, the TLD is open to a broad universe of users and is not limited to a narrow community of individuals or organizations. The TLD is easy to remember and use. Finally, .one will open the DNS to new users and applications, rather than duplicate the services offered by existing (or many proposed) TLDs.
E24. What community and/or
market will be served or targeted by this TLD? To what extent
is that community or market already served by the DNS?
The primary new market served by .one will be Internet-connected devices other than computers. These devices initially include cellular telephones, PDAs, and game devices. Later they could include automobiles, home appliances, security cameras, and many others. .one is specifically designed to serve this market by providing a unique, numeric identifier for each device (whether the device uses a static or dynamic IP address).
E25. Please describe
in detail how your proposal would enable the DNS to meet presently
The need for a single, non-proprietary system using existing technology that can identify devices across multiple applications and service providers is not adequately being served by proprietary and closed systems. We believe that the new registry will increase competition in this market space. The restrictions we propose will serve specific market segments without inhibiting competition.
E26. How would the introduction
of the TLD enhance the utility of the DNS for Internet users?
For the community served by the TLD?
The introduction of the .one TLD will give Internet users a clear source of unique numeric names. Group One Registry, Inc. will use its marketing plan and strategic relationships to build awareness of and demand for the new opportunity to associate numeric domain names with every Internet-connected device. The ability for devices to make direct peer-to-peer connections will give users new ways to use the Internet and the DNS.
The use of numeric names will enhance the use of the DNS by making more efficient use of the name space. Character-based names are inefficient for two reasons. First, they are chosen primarily to match known words, which make up only a small percentage of the possible character combinations. This leaves many possible names "on the table." Second, words that have similar character combinations are easily confused, while numbers are less likely to be "mis-remembered." (Admittedly they are harder to remember in the first place, but the added utility of the .one name space will be to facilitate direct peer-to-peer connections rather than famous identities.)
E27. How would the proposed
TLD enhance competition in domain-name registration services,
including competition with existing TLD registries?
E27.1. Enhancement of Competition for Registrar Services
Registrar competition will be enhanced because we are not proposing that the registry will serve as both registry and registrar. We are proposing to utilize the existing TLD competitive registrar/registry system so that any ICANN accredited registrar will be able to register names in the new TLD. Transfers will allow inter-TLD registrar competition and prevent "lock-in." We believe some registrars may differentiate themselves by offering new real-time DNS services, which would be particularly suited to an all-numeric TLD. The new TLD will generate additional demand for registrar services, encouraging new ICANN-accredited registrars to enter the market and further increasing competition.
E.27.2. Enhancement of Competition for Registry Services
The business model of this application proposes a new structure that will enhance both competition and stability. Registry competition will be enhanced because the registry operator will only perform the back-end technical functions. This will help to reduce “lock-in” by allowing the sponsor to change registry operators without disrupting other functions such as marketing or branding. Also, the sponsor will be free to move the operations to another company if the original operator is not performing adequately. This flexibility for the sponsor will be further enhanced because the interface to the operator from the registrars will be via a central domain name that the sponsor controls.
Under this structure, registry operators will be able to bid to serve other new TLDs, further enhancing competition in the registry operator space. In addition, the "fat" registry for whois information will make the new TLD attractive for registrars and users.