.APP Top Level Domain
1 Mission of the .APP TLD
The mission of the .APP TLD is to be the designated namespace for all individuals, groups, organizations, businesses, technology companies, and other related entities that create, distribute, or provide information for web-based apps, desktop apps, smartphone apps, tablet apps, or any other software application optimized for speed, functionality, and ease of use.
2 Value Proposition of the .APP TLD
The .APP TLD is the online standard for utilizing, creating, and distributing web-based apps, desktop apps, smartphone apps, tablet apps, or any other software application optimized for speed, functionality, and ease of use.
3 The Purpose of .APP
The .APP TLD will be an Internet space that facilitates the utilization, creation, and distribution of web-based apps, desktop apps, smartphone apps, tablet apps, or any other software application optimized for speed, functionality, and ease of use by means of, but not limited to, websites, social networks, email, and other technologies. MLG will be adapting and broadening the scale and scope of these activities to ensure the successful launch of the .APP TLD.
MLG has a plan to develop, build, and sustain a unique value proposition for the .APP TLD, and a marketing strategy to ensure that the maximum number of people, organizations, and businesses are aware of how a .APP domain can enhance their value proposition. A .APP domain will provide a competitive advantage to registrants through a multitude of scenarios. MLG’s delivery of the .APP value proposition will provide an additional incentive for registrants acquiring .APP domains to leverage their resources and capabilities and develop their unique place on the World Wide Web.
MLG believes in being nimble, flexible, and well funded, with a long term vision for the .APP TLD. We have the ingenuity and partnerships to market and develop .APP in a manner that:
(1) quickly establishes a base of .APP registrants who will immediately utilize their .APP domain name to provide Internet users with web-based apps, desktop apps, smartphone apps, tablet apps, and other software applications that have been optimized for speed, functionality and ease of use;
(2) preserves the integrity and promotes the development of various country and region specific .APP domains through accredited organizations;
(3) establishes customers who will immediately derive value from a .APP TLD;
(4) protects registered trademark holders without undue cost to them;
(5) builds and protects the value proposition of the .APP TLD;
(6) ensures the continued development of the .APP TLD through competition and innovation; and
(7) leverages assets, resources, and competencies to effectively and efficiently establish a registration base from target registrant markets and all other members of the global community and public who can benefit from an ever expanding .APP TLD.
MLG affirms that the Internet is a transformative technology that continues to empower people around the globe, spur innovation, facilitate trade and commerce, and enable the free and unfettered flow of information. MLG envisions .APP domains to be registered and used by anyone who is interested in communicating about or creating and distributing web-based apps, desktop apps, smartphone apps, tablet apps or any other software application optimized for speed, functionality and ease of use. .APP domain registrations will not be restricted, and everyone will have an opportunity to register a .APP domain name.
The introduction of a .APP TLD offers numerous benefits and opportunities to anyone that engages in activities related to the utilization, creation, and distribution of web-based apps, desktop apps, smartphone apps, and tablet apps and the online community in general. MLG will work closely with CentralNic and Internet registrars to implement a focused marketing strategy with an emphasis on ensuring that current app developers for websites, desktops, smartphones, tablets, and any other relevant hardware or operating software platform build on the .APP foundation. MLG is committed to fostering competition, consumer trust, and consumer choice within the .APP TLD Internet space and the broader global marketplace. MLG and its partners understand the intrinsic value, rarity, and non-imitability of the .APP TLD and have the expertise, strategy, and capacity to ensure the successful establishment and growth of the .APP TLD. Through our goals, policies, and operating rules, MLG is committed to managing the .APP TLD in a manner that maximizes benefits and mitigates costs for all stakeholders.