Model: The proposed .pay TLD is an open Top Level Domain, globally commercialized to provide an identity associated with internet-based payment services. Additional facilities such as brand⁄product⁄service search & discovery services will be added. The TLD will be run as a commercial venture for profit with a network of registrars and a low-cost platform for ongoing management.

Mission:
The applicant intends to establish a TLD which identifies the domain name with patented payment facilities and offers the registrant a range of multi-vendor and multi-payment services. Key features include:

* providing domain name holders with a simple identity which maps to a payment receipt account or card and simplifies payment by their customers and payees
* extending the use of brand DNS for product search & discovery automation for their customers and payers
* creating a dedicated identifier for those who use the payment facilities and, by limited DNS⁄name server options, providing consumer safeguards
* extending the use of the DNS at the second and lower level while maintaining the stability of the DNS at the Root and first level
* facilitating a more coherently differentiated Internet through self selection by consumers who wish to allocate their Internet presence to a particular gTLD
* supporting second level domain registrations in the characters of the German, French, Spanish, Chinese and Russian languages in addition to English.
* improving registry and registrar protocols for the benefit of consumers.

Mission in Context:
ICANN has set out a number of goals regarding the introduction of new generic top-level domains (TLDs). Among the most important of these are the following:
1. The need to maintain the Internetʹs stability, and especially the protection of domain name holders from the effects of registry or registration-system failure.
2. The extent to which approval of the application would lead to an effective proof of concept concerning the expansion of the number of top level domains including:
* the diversity the proposed TLD would bring to the top level of the Internet to include fully open top level domains, restricted and chartered domains with limited scope, commercial domains, and personal domains
* support of a variety of business models and geographic locations.
3. The enhancement of competition for registration services at the registry and registrar level.
4. The enhancement of the utility of the DNS.
5. The extent to which the proposal would meet previously unmet needs.
6. The importance of appropriate protections of the rights of others, including intellectual property rights in connection with the operation of the TLD, especially during the start-up phases.
Purpose:
The purpose of this TLD is to:
* advance the goals of ICANN as set out above
* fulfill the TLDʹs mission as stated above
* provide an innovative use of a second-level domain name supporting IDNs in German, French, Spanish, Chinese and Russian.