.datsun

gTLD
Type	gTLD
Subtype	dotBrand
Status	Delegated
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.datsun is a Brand TLD delegated in ICANN's New gTLD Program. The applicant is NISSAN MOTOR CO., LTD. manages the TLD and is its Registry. The proposed application succeeded and was delegated to the Root Zone on March 4th, 2015.

Application Details

The following is an excerpt of the applicant's response to question #18:

".datsun is a TLD for NISSAN and its stakeholders (i.e. NISSAN and companies listed on the securities reports of NISSAN). .datsun is different from other common TLDs in that second level domain name registrations will not be open to the public. .datsun is a ʺcompany⁄brand TLDʺ, which is a new type of TLD that is expected to have increased marketing and branding power. Registrants of .datsun domain names will be pioneers in benefitting from the value of a ʺcompany⁄brand TLDʺ. Also, all information sent or published from .datsun will be official and that means the information is dependable. .datsun directly expresses the name of the company⁄brand, making it easy to remember and associate with products and services of NISSAN and its brand names. NISSAN hopes that the .datsun character string will be easy-to-understand, easy-to-remember and that people recognize it as trustworthy.

Service Levels In terms of service levels, NISSAN (the applicant) aims to operate the .datsun TLD in a secure and stable manner, adopting industry best practices where applicable. The registry’s operational goals are to have DNS load dispersion that is resistant to DDoS attacks, industry-leading level of Whois information change and DNS record change reflection time, substantial registrar support, and abuse window operation 24 hours a day and 365 days a year. The applicant will also implement proven security measures at every level of the .datsun business and technical operation to provide maximum protection for its stakeholders. This includes stringent security policies and procedures, as well as comprehensive abuse handling mechanisms to mitigate security threats to the TLD.

Reputation Aims for the reputation of .datsun are

1. for .datsun to become well recognized as NISSAN’s official TLD, and
2. for the .datsun name space to become one which Internet users can access with confidence.

II. WHAT DO YOU ANTICIPATE YOUR PROPOSED GTLD WILL ADD TO THE CURRENT SPACE, IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION?

NISSAN believes that company⁄brand name TLDs such as .datsun will promote competition, differentiation, and innovation for domain name registrants, Internet users, and business.

.datsun is a new type of TLD in that the top-level string, not the second level, represents the company⁄brand name. It has several important elements of a good Internet address: direct, simple, easy-to-understand, and memorable. These elements are also important for marketing and branding activities, therefore NISSAN expects that the TLD will play a stronger part than ever in marketing activities.

The existence of this kind of differentiated TLD will encourage domain name registrants to consider the top-level as well as the second level when choosing an appropriate identity on the Internet. Also, registries and registrars will be encouraged to differentiate in terms of services, operations, systems, pricing, support, etc., promoting positive competition, differentiation, and innovation.

In addition, .datsun is different from other existing TLDs because it will be only available to NISSAN and its stakeholders. With its restrictive rules and comprehensive abuse handling processes, NISSAN expects minimal abusive domain name registrations in the .datsun name space. This means that information provided by .datsun will be reliable and Internet users will be able to enjoy the name space with confidence. .datsun will deliver unprecedented trust to Internet users, which NISSAN believes will spur further positive competition and innovation in the industry."

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