The .PROD new gTLD

Charleston Road Registry is an American company, wholly owned by Google, which was established to provide registry services to the Internet public. Google is an American multinational public corporation and global technology leader focused on improving the ways its hundreds of millions of users connect with information. Since its formation, Google has been developing technology that can improve upon existing ways of doing business on the Internet. Google provides a variety of services and tools for Internet users and advertisers of all sizes, from simple search features and local ads to enterprise-scale business applications and global advertising solutions. These tools make it easier for people to make use of the world’s information and enable entrepreneurs and publishers around the world to grow their businesses.

In line with Google’s general mission, Charleston Road Registry’s mission is to help make information universally accessible and useful by extending the utility of the DNS while enhancing the performance, security and stability of the Internet for users worldwide. Charleston Road Registry aspires to create unique web spaces where users can learn about Google products, services and information in a targeted manner and in ways never before seen on the Internet. Its business objective is to manage Google’s gTLD portfolio and Google’s registry operator business. As discussed further in the responses to question 23 and 31, Charleston Road Registry intends to outsource all critical registry functions to Google Registry Services.

The proposed gTLD will provide Google with direct association to ʺprod,ʺ an abbreviation of the term, ʺproduct.ʺ Google currently has 130 products and services, but also has many sub-product categories within each of its offerings. The mission of the proposed gTLD, .prod, is to provide a dedicated domain space in which Google can enact second-level domains that offer additional products and⁄or variations of Google products. Specifically, the new gTLD will provide Google with greater ability to categorize its products online, and in turn provide a more recognizable, branded, trusted web space to the general Internet population.
Jovenet Consulting,
Aug 3, 2016, 8:55 AM