LET ’ S BE ADULT ABOUT IT

1. LET’S BE ADULT ABOUT IT An introduction to the progressive new home of adult entertainment online.

2. What is .XXX and what is an sTLD? .XXX is a sponsored top level domain (sTLD) designed to serve the needs of its registrants, those members of the Adult Entertainment Industry who believe a system of self identification is beneficial and who wish to work with other stakeholders on credible self regulation. An sTLD is different than a gTLD in that ICANN devolves some of the policy making to the Registry Operator, in this case ICM and in due course ICM shares some of this responsibility with IFFOR, the International Foundation For Online Responsibility. Such authority includes price, eligibility criteria, & allocation methods. IFFOR is a non profit foundation based in Washington DC.

3. Tangible Benefits to Webmasters • Mainstream Press exposure of .XXX benefits for consumers • Consumer focused global advertising campaigns • Mainstream acceptance of .XXX as safe, reliable and secure • Increased consumer confidence in .XXX sites • Increased traffic and conversion rates • Traffic generating portals using ultra premium names with free listings and advertising opportunities for .XXX sites (e.g., sex.xxx, xxx.xxx, porn.xxx) • New domain names available to webmasters for first time • Global audience for .XXX rather than country specific TLDs • De-facto search destination for adult content surfers • Increased direct type-in traffic in .XXX

4. Who wins? • Adult Consumers: WIN • Adult Providers: WIN • Individuals and Parents who want to avoid adult content: WIN

5. Adult Consumers win because… Many consumers of adult entertainment are concerned about adult sites in three ways: • Will I get a virus if I navigate to this site? • Will I be inadvertently exposed to illegal images? • Will I get cheated or exposed if I enter my payment details? .XXX solves ALL of these concerns by… • All sites will be daily malware scanned • All sites will be prohibited from using inappropriate references to and use of under age terms/images per IFFOR policy • Introduction of unique micropayment system

6. Adult Providers win because… Many Adult Webmasters suffer from three main challenges • Low consumer confidence • Less converting quality traffic • Lack of acceptance from mainstream media .XXX solves all of these issues by… 1) The brand and protections .XXX offers will be promoted globally as the safe, trusted new online home for adult content attracting more visitors to .XXX sites 2) As a result, more visitors will convert into paying customers 3) Global advertising and marketing campaigns for .XXX domains in mainstream media results in consumer acceptance of .XXX

7. Individuals and Parents who want to avoid adult content win because… For users wishing to avoid adult content there are currently 3 main concerns • Inadvertent exposure to adult sites • Inability to easily filter them out • Protecting their children from access to adult content online .XXX addresses those three concerns by… • The visual identifier of .XXX suffix makes it impossible to visit such a site by mistake or by accident. • The inclusive W3C POWDER machine-readable labels makes filtering 100% efficient. • Parental Control software and browser based settings make .XXX easy to filter out for those choosing to do so.

8. SUMMARY • .XXX changes the perception of Adult Entertainment and how it is publicly marketed and sold to consumers. • .XXX will be a success due to the fact that it addresses and satisfies the needs and concerns of ALL stakeholder groups that acknowledge online Adult Entertainment has a legitimate right to exist. • Willing Consumers of adult entertainment and producers and marketers of Adult Entertainment ALL win with .XXX.

9. sTLD & gTLD Comparison

12. LET’S BE ADULT ABOUT IT