.shift

The mission and purpose of this TLD is to expand consumer choice by providing a clear namespace associated with movement, change and periods of work. Registrants may include organizations, workers, analysts, service providers and users. The purpose is sustainable because changes in position, schedules and emphasis are constant features of activity. The gTLD is not dependent on a single industry, technology, or business model and can accommodate evolving uses as technology and Internet activity develop. Applicant designated Identity Digital as the RSP. Identity Digital enjoys a reputation of excellence as a domain name industry contributor and innovator. Applicant, along with Identity Digital’s team, will support this purpose through reliable registry operations, appropriate security and abuse-mitigation measures, transparent registration policies, and compliance with applicable ICANN requirements. We are committed to the successful expansion of the Internet, the secure operation of the DNS, and the creation of a new segment of the web that will be admired and respected.