18(b). How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?
We expect that customers and users of our Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services will benefit if the .xbox gTLD registry allows us to lay the groundwork for providing a globally recognized and more secure platform to complement our on-going efforts to enhance the security, stability, and reliability of these consoles, devices, and services. We hope that the opportunity to provide our customers and users with an increased sense of security and authenticity for their interactions with the Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services has the potential to increase their confidence in and use of these consoles, devices, and services. We want our customers and users to connect, play, and communicate through a platform that they believe is secure and authentic. Depending on the extent of consumer recognition and acceptance of new gTLDs, it is conceivable that we could migrate our entire suite of Xbox LIVE entertainment services to the .xbox gTLD and use the .xbox gTLD to bring heightened gaming and lifestyle experiences to Xbox, Kinect, and Xbox LIVE users.
What is the goal of your proposed gTLD in terms of areas of speciality, service levels or reputation?
Tens of millions of customers use our Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services every month. The goal of the proposed .xbox registry is to lay the groundwork for providing customers who interact with Microsoft through the .xbox gTLD with an increased sense of security and authenticity, to protect the famous Xbox and Kinect brands, and to promote the Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services. Because the .xbox gTLD is the TLD counterpart to our famous Xbox brand and is a complement to our Kinect brand, the importance of maintaining and strengthening these brands dictates that we operate the .xbox gTLD registry to the highest service levels.
We anticipate that operation of the .xbox gTLD may provide us with the opportunity to use the gTLD as a globally recognized and more secure platform through which we can give our customers and users choice and flexibility and a familiar, easy-to-use interface through which we can continue to deliver to deliver amazing and innovative gaming and entertainment content and services.
What do you anticipate your proposed gTLD will add to the current space in terms of competition, differentiation or innovation?
Our proposed .xbox gTLD will add differentiation to the current space because it will be the only gTLD that has the potential to provide customers and users who interact with Microsoft through the .xbox gTLD with an increased sense of security and authenticity, to protect the famous Xbox and Kinect brands, and to promote the Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services. The tens of millions of online gaming fans demand platforms that are secure and stable and a gaming experience that is fast and realistic, capturing the imagination whatever the device that is being used computer, television, tablet or telephone. We anticipate that our proposed .xbox gTLD will add competition to the current space to the extent it enables us to meet these demands of online gaming fans in a way that current gTLDs cannot. We anticipate that the opportunity to operate an .xbox gTLD has the potential to provide an authentic and secure platform through which we can continue our commitment to innovation.
What goals does your proposed gTLD have in terms of user experience?
The goals of the .xbox gTLD are to lay the groundwork for providing users who interact with Microsoft through the .xbox gTLD with an increased sense of security and authenticity for their gaming and entertainment experiences, to protect the Xbox and Kinect brands, and to promote to users the Xbox gaming and entertainment console, Kinect game system devices, and Xbox LIVE entertainment services.