.fun Pre-Register Domain - .fun Domain Information

.fun and dotStrategy

Itʹs fun to have .fun, and dotStrategy Co. intends to bring .fun to the domain name industry. .fun will provide a semantically meaningful string for registrants seeking to label their Internet-based content with the experience they intend for their users: fun.

Fun and amusement are at the heart of the new social Internet. A substantial percentage of items we read and share online are what we find funny, amusing, or just bring joy to our lives. .fun will provide an easily remembered and meaningful label for these pieces of Internet content.

Fun is also one of the features we seek most often when browsing the Internet. We look for events to participate in, items to read, and information to share with our friends. We look online for fun activities to do offline. Fun is how we punctuate our daily lives, and how we fill the spaces between work, school and the additional details that demand our daily attention.

The mission and purpose of dotStrategyʹs .fun gTLD is to be family-friendly registration space for registrants seeking to label their Internet-based content with one thing that we all have in common, the desire for fun. dotStrategy is committed to maintain the .fun registration space as a TLD for Internet users of all ages.

dotStrategy is an Arkansas-based company, with a principal place of business in Conway, Arkansas. The company is the creation of William Doshier, an experienced domain name developer and business leader.

dotStrategy has chosen to partner with Neustar, Inc. for its back-end registration services. Neustar is a trusted, neutral provider of real-time information and analysis to the Internet, telecommunications, entertainment, advertising and marketing industries throughout the world. Neustar applies its advanced, secure technologies in routing, addressing and authentication to its customersʹ data to help them identify new revenue opportunities, network efficiencies, cybersecurity and fraud protection measures.

Neustar Domain Name Registry Services operates the global registry for .us and .biz; in addition, it provides back-end registry services for .co, .tel and .travel, gateway services to country code top level domains (ccTLDs), internationalized domain names (IDNs), and full registry services to new top level domains. Neustarʹs registry is connected to over 250 domain name registrars worldwide. Neustar works with its registrar partners to provide the operational, technical and marketing support they need to help them capitalize on their customersʹ receptivity to well-known top level domain (TLD) options such as .biz and .us, as well as new TLD alternatives.

Neustar also provides a suite of DNS and cybersecurity services and to enterprise customers built on a global directory platform. These services play a key role in directing and managing Internet traffic flow, resolving Internet queries, and providing security protection against Internet breaches called Distributed Denial of Service (DDoS) attacks.

Neustar operates under strict neutrality standards, which means they do not favor any particular communications service provider, telecommunications industry segment or technology or group of telecommunications consumers over any other service provider, industry segment, technology or group of consumers.

How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

i. What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The .fun top level domain (TLD) will offer registrants and Internet users a competitive alternative to the shrinking namespace of already existent TLDs. dotStrategy's goal is to make it possible for the
global market of Internet users to create and enjoy a desired and descriptive Internet home within the new online landscape of .fun.

dotStrategy's applications for .fun offers a family-friendly online space. We envision that .fun ultimately will hold the reputation as ‘the' family-friendly Internet location.
dotStrategy has chosen Neustar, Inc as its back-end registry operations provider. By contracting with Neustar, .fun will offer the highest level of security, stability, and service from an experienced and
well-respected partner. Neustar's Domain Name Registry Services currently operates the global registry for .biz and .us in addition to providing back-end registry services for .co, .tel, and .travel, gateway
services to country code top level domains (ccTLDs), internationalized domain names (IDNs), and full registry services to new top level domains.

In order to reach our goal of developing reputable, family-friendly TLDs, dotStrategy's partnership with Neustar will offer malicious monitoring services to uphold the high standards of .fun.

ii. What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

.fun will be the online location for safe and family-friendly content of amusement and all things fun. A recent report states there are now approximately 2 billion web users. For the technological savvy groups
of Generation Y and Millennials, the Internet plays a larger role in everyday life than ever before. This globally connected group will band together to find their home on the web. A .fun gTLD stands ready to
offer this audience an exciting web presence that appeals to their interest in seeking amusing, humorous, and fun content. .fun is about bringing an upcoming audience to a semantically appropriate online
destination where the Internet user knows what content to expect.

dotStrategy is devoted to offering innovative services to its target registrants, Internet users, and audiences of .fun. Registrants will be able to own and develop their space as they desire.

While most existing gTLDs focus on abbreviated business recognitions and publicly stated plans for new gTLD registrations appear to be supporting global brands, regions and communities, .fun offers a name
outside the typical domain realm, yet a name that is desired and recognized as an important aspect of life.

iii. What goals does your proposed gTLD have in terms of user experience?

The ultimate goal of .fun is to develop new, online communities for the purpose of the TLD, providing innovative products and services around the registry as it develops. We expect our users to trust our
namespaces and have confidence that the registry will be stable, secure, and reliable.

iv. Provide a complete description of the applicant's intended registration policies in support of the goals listed above.

dotStrategy TLD, .fun will be an open, non-restricted top-level domain. To promote a family-friendly approach to the namespace, dotStrategy will block from registration certain names that contain patently
offensive words and phrases; otherwise, all names will be available for registration. Certain names will be allocated by auction, sunrise and landrush events. Other names will be made available on a first-come,
first-served basis.

v. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

dotStrategy intends to comply with the privacy laws of the jurisdictions in which it operates.

vi. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

dotStrategy's marketing and outreach efforts will promote the value of .fun to their intended audiences of Internet users and registrants.
We also intend to develop a platform to partner with educational institutions interested in exploring the technologies involved with new gTLDs. For example, dotStrategy would work with business schools and
communications schools in relation to .fun to encourage students to discover the utility and outreach power of TLDs. Under such a program, we would incorporate on-hand registry business experience and
activities to offer industry education relating to trademark law, global infrastructure, business planning, sales and marketing, SEO, and more. dotStrategy is also seeking a model in which the company
can offer a funding scholarship, grant, or work study program to interested students.

These kinds of experiences and focused lessons will encourage and incentivize more student and younger generation involvement in the Internet industry.

What operating rules will you adopt to eliminate or minimize social costs (e.g., time or financial resource costs, as well as various types of consumer vulnerabilities)? What other steps will you take to
minimize negative consequences/costs imposed upon consumers?

dotStrategy's vision of creating new, family-friendly online spaces under .fun carries with it the goal of surpassing traditional social costs to establish the new TLDs within the minds of registrants and
Internet users. In order to do so, we have developed registry policies that guarantee a reputable, trustworthy, and safe online space. .fun second level domain names will be subject to malicious
monitoring to maintain a clean online neighborhood. In addition, we will hold back any names deemed vulgar, set by a list that will be established by our company in our partnership with Neustar. In the
end, dotStrategy's TLDs will set the bar for high industry standards of a family-friendly space for amusing and fun content.

i. How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come/first serve basis?

In the event of multiple applications for a particular domain name, dotStrategy will resolve the contention through an auction. After launch, non-reserved names will be available on a first-come, first
-served basis.

ii. Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).

As a family-friendly space, we seek to offer SLDs in .fun at beneficial introductory cost rates to registrants. We intend to offer a deep introductory discount for the first year when a registrant
purchases the same name under both TLDs operated by dotStrategy (.fun and .buzz.). Further, we also encourage the registration of personal full names in both .fun and .buzz and will offer discount
registrations under such circumstances.

Some of the more traditional cost benefits to registrations include scheduled price breaks for multi-year registrations and a marketing rebate of approximately 20% to registrars that work with the company in the
initial offerings. These financial incentives are further developed in our responses to the financial questions.

iii. Note that the Registry Agreement requires that registrars be offered the option to obtain initial domain name registrations for periods of one to ten years at the discretion of the registrar, but no
greater than ten years. Additionally, the Registry Agreement requires advance written notice of price increases. Do you intend to make contractual commitments to registrants regarding the magnitude of price
escalation? If so, please describe your plans.

dotStrategy does not envision any material price increases after launch and has based its financial projections on flat-rate pricing for the foreseeable future. Given the number of new top-level domains
launching at about the same time and the expected competitive landscape in which .fun will launch, dotStrategy expects that competition will keep prices flat for the foreseeable future.

22.1 Reserved Names

dotStrategy will reserve the country and territory names contained in the following internationally recognized lists (ʺReserved Geographic Namesʺ) at the second level, in accord with Specification 5 of the ICANN Registry Agreement:

-the short form (in English) of all country and territory names contained on the ISO 3166- 1 list, as updated from time to time, 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;

-the United Nations Group of Experts on Geographical Names, Technical Reference Manual for the Standardization of Geographical Names, Part III Names of Countries of the World; and,

-the list of United Nations member states in 6 official United Nations languages prepared by the Working Group on Country Names of the United Nations Conference on the Standardization of Geographical Names.

To the extent that additional reserved geographic names are incorporated into the Registry Agreement or sent to dotStrategy by the ICANN Board, the registry will add such names to the list of Reserved Geographic Names for protection at the second level.

22.2 Contingent Release of Reserved Names

The default for all reserved country and territory names on dotStrategyʹs Reserved Geographic Names list will be to prevent the registration of the reserved name as a second-level domain name in .fun.

dotStrategy recognizes, however, that some governments, territories or other entities protected by names on the Reserved Geographic Names list may wish to actually use a name to which that have a claim of right. dotStrategy will maintain a procedure for use by authorized governments to transition a name from reserved to registered, if approved and authorized by both the relevant government and ICANN.

22.3 Compliance with Future Policy Development

The needs of governments, governmental agencies, and treaty-based organizations change and evolve from time to time, and dotStrategy will follow changes requested by governments and ICANNʹs Governmental Advisory Organization and promptly implement all new approved policies or reasonable requests made to the registry.