.LOVE Top Level Domain
18(a).1 Mission of the .LOVE TLD
The mission of the .LOVE TLD is to be the designated namespace for all individuals, groups, businesses, organizations, and other entities that engage in the provision of services, products, or information related to the idea of love, engagements, marriage, and family.
18(a).2 Value Proposition of the .LOVE TLD
The .LOVE TLD is the online standard for services, products, and information related to love, engagements, marriage, and family.
18(a).3 The Purpose of .LOVE
The .LOVE TLD will be an Internet space that facilitates the distribution of ideas, services, products, and information related to love 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 .LOVE TLD.
MLG has a plan to develop, build, and sustain a unique value proposition for the .LOVE TLD, and a marketing strategy to ensure that the maximum number of people and organizations are aware of how a .LOVE domain can enhance their value proposition or other goals, whether commercial or non commercial in nature. A .LOVE domain will provide a competitive advantage to registrants through a multitude of scenarios. MLG’s delivery of the .LOVE value proposition will provide an additional incentive for registrants acquiring .LOVE 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 .LOVE TLD. We have the ingenuity and partnerships to market and develop .LOVE in a manner that:
(1) quickly establishes a base of .LOVE registrants that will immediately utilize their .LOVE domain name to provide Internet users with products and services related to the idea of love, engagements, marriage, and family;
(2) preserves the integrity and promotes the development of various country and region specific .LOVE domains through accredited organizations;
(3) establishes customers who will immediately derive value from a .LOVE TLD;
(4) protects registered trademark holders without undue cost to them;
(5) builds and protects the value proposition of the .LOVE TLD;
(6) ensures the continued development of the .LOVE 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 .LOVE 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 .LOVE domains to be registered and used by anyone who is interested in communicating about or providing products, services, or information about love. .LOVE domain registrations will not be restricted and everyone will have an opportunity to register a .LOVE domain name.
The introduction of a .LOVE TLD offers numerous benefits and opportunities to anyone that engages in communicating about or providing products, services, or information about love. MLG is committed to fostering competition, consumer trust, and consumer choice within the .LOVE TLD Internet space and the broader global marketplace. MLG and its partners understand the intrinsic value, rarity, and non-imitability of the .LOVE TLD and have the expertise, strategy, and capacity to ensure the successful establishment and growth of the .LOVE TLD. Through our goals, policies, and operating rules, MLG is committed to managing the .LOVE TLD in a manner that maximizes benefits and mitigates costs for all stakeholders.