Horacio:
This was one of the issues we debated at length in the vertical integration working group. 
I and other more liberal-minded participants wanted a policy for private TLDs that would not assume that the TLD is selling registrations to the public. This would exempt them from SRS, EPP and even the $0.25 ICANN per-registration "tax" (or whatever the number is now).  

Many vested interests opposed this because they were afraid that we might enter a world of truly cost-based domain supply; e.g., many organizations might operate their own TLD and some large companies (e.g. Google) might give private domains away for free as an ancillary to some other service, and undercut the existing industry's ability to sell domains. So, just as so many policies in the program are designed to protect trademark holders at the expense of registries, registrars and users, so many others are designed to protect registrars and registries at the expense of users. It is a very interesting issue.  

I have never actually had the time to read the AG detailed policy on this issue, and there was no consensus in the WG. But you are very perceptive to be aware of how these new TLD policies could make fundamental changes in the economics of the industry. 

> -----Original Message-----
> From: NCSG-Discuss [mailto:[log in to unmask]] On Behalf Of
> Horacio T. Cadiz
> Sent: Friday, January 06, 2012 5:44 AM
> To: [log in to unmask]
> Subject: [NCSG-Discuss] new gTLD for a corporation
> 
>   I was reading the gTLD Applicant Guidebook,
> http://www.icann.org/en/topics/new-gtlds/rfp-clean-19sep11-en.pdf,
> for new gTLDs.  Part of the process is a technical review of the
> applicant's capability to operate a Shared Registry System (SRS) and
> Extensible Provisioning Protocol (EPP) system for communicating with
> registrars.
> 
>   To my mind, the SRS and EPP are necessary for non-company related
> gTLDs.
> If I were to operate .MyOwnCoolTLD, I would of course want all the
> registrars to be able to register in it. I should have a registry
> running SRS and using EPP.
> 
>   But how about for a private company? I'd imagine that Pepsi, the
> beverage company selling carbonated sweetened water, would apply for
> .pepsi and use it internally. If they are required to have a SRS and EPP
> systems, is ICANN saying that the general public has the right to
> register under those "company" domains, say horacio.pepsi, through the
> existing registrars like godaddy?