THE MISSION AND PURPOSE OF THE NEW RESTRICTED .BOND gTLD IS TO BENEFIT INTERNET USERS AND CURRENT AND FUTURE STUDENTS BY ENSURING INCREASED TRUST, CONVENIENCE AND UTILITY.
The .bond gTLD will create a new generation gTLD serving the interests of end users by providing an authoritative Internet space where information, services and resources regarding Bond University’s degrees, courses and events will be closely controlled by Bond University Limited (Bond University). The majority of the anticipated domain name registrations in the .bond gTLD will be used to provide easier access to information for students and staff. A subset of domain names has the potential to be created and used for communicating and marketing the Bond University brand internationally, with internet users assured of brand authenticity.
Bond University, established in 1989, is one of Australia’s leading universities providing world-class educational experiences under the tutelage of some of the country’s foremost academics. Bond University offers undergraduate degrees and postgraduate courses in key fields of study including law, business, social sciences, architecture and sustainable development, health sciences and medicine. Bond is Australia’s first private, not-for-profit university with a vision of producing uniquely identifiable graduates, who are leaders and thinkers, imbued with initiative, the spirit of free enterprise and a continuing quest for intellectual inquiry, challenge and opportunity. Bond University has a distinctly global perspective, offering globally-focused course content and exchange opportunities in over 20 countries and with its growing international student community coming from 80 countries.
Bond University is Australia’s highest rating university according to the Hobsons Australia 2012 Good Universities Guide, receiving the highest number of five star ratings across ten key performance indicators including student to staff ratio, teaching quality and overall graduate satisfaction. In this regard, the Bond University brand reputation, student trust and continuous innovation are paramount considerations in all its activities. The new .bond gTLD will provide students with simplified navigation, easier access to key information and innovative delivery of content, as well as promoting Bond University to prospective students in international markets.
Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. The .bond gTLD will facilitate greater trust and assurance from internet users connecting with Bond University online, whilst still allowing convenient and efficient interaction.
Bond University’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Bond University is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
- consumer trust: the .bond gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Bond University and its affiliate entities, at this stage, which will provide added consumer trust that .bond domain names are trustworthy. As .bond domain names are subject to registration standards, policies and procedures under Bond University’s control, this eliminates the possibility of malicious conduct within the .bond domain space;
- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in the .bond gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Bond University’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Bond University. As Bond University has effective control over the registration and use of domain names under .bond domain space, this will also contribute towards general service innovations on the internet.
Given the restricted nature of the .bond gTLD, the projected number of registrations are likely to be limited. It is anticipated that about 40 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to around 100 domain names as Bond University develops and implements new degrees and courses, services and marketing campaigns.
As the new .bond gTLD expands and evolves, Bond University will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Bond University will keep ICANN reasonably informed of any material developments relating to .bond gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.
Bond University intends to create relevant domain names for use including degrees, courses, products, services or geographic names in the second or third level domain names. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, Bond University will use geographic names to localise its websites in its key geographical markets. The use of geographic names is intended to:
- connect internet users with relevant information as applicable to the territory; and
- comply with required rules and regulations in the national territory.
Bond University does not intend to utilise Internationalized Domain Names (IDNs) at the second level initially. However, as the use of the .bond gTLD evolves, Bond University may wish to utilise IDNs to allow its current and future students to engage with .bond in their native language, creating a more positive user experience and encouraging diversity.
Bond University is a well-recognised brand in Australia and the Asia-Pacific with its “Bond University” combined word and logo trademarks registered in Australia for the following categories: Education and Entertainment services (Class 41); Professional (non-business) consultancy services (Class 42); and Promotional and Advertising services (Class 35). Further, Bond University has a portfolio of existing domain names with an exact match to the applied-for .bond string in the bond.edu.au space.
Bond University believes that the .bond gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. Bond University trademarks are a leading brand with significant reputation in the Asia-Pacific and particularly Australia. Bond University has used the term Bond in conjunction with its private, not-for-profit university for almost 23 years. As such, the Bond University brand is well known for providing exclusive educational experiences of the highest international standard.