In part three of our series reviewing the first round of new gTLD applications, we sit down with Cole Quinn, Principal Technical Programme Manager at Microsoft. Cole shares his experience managing Microsoft's eight dotBrand TLDs, including .MICROSOFT and .XBOX. We explore his role at Microsoft, the reasoning behind their decision to acquire these dotBrands, and the benefits and challenges of operating your own TLD. Cole also offers insights into use cases and valuable advice for future applicants.