gTLD	Full Legal Name	E-mail suffix	Detail
.MERCKMSD	MSD Registry Holdings, Inc.	fairwindspartners.com	View

18.2 How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

MSDRH believes that the proposed .MERCKMSD gTLD has the potential to offer a variety of benefits to Internet end users, such as establishing a trusted source of information and online marketplace for the millions of end-users searching for related information through MSD’s online resources.

In addition, MSDRH anticipates that .MERCKMSD can provide MSD and potentially its qualified subsidiaries and affiliates with short and memorable Internet addresses, as well as provide increased navigation to products, services, advertising campaigns, public interest content, and public awareness initiatives.

A .MERCKMSD gTLD can also minimize the cost and need for defensive registrations because domain names within the .MERCKMSD gTLD will initially only be allocated by MSDRH to MSDʹs internal departments and potentially to qualified subsidiaries and affiliates of MSD.

Also, end users may benefit from lower incidents of phishing and malware often associated with mistypes of domain names in the .COM space that are owned by cybersquatters since they will be navigating to domain names in the .MERCKMSD gTLD.

18.2.1 What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The primary mission and purpose of the .MERCKMSD gTLD is to provide a trusted, hierarchical, and intuitive online marketplace for MSD content and other products and services. Given that end-users are increasingly demanding access to MSD information through a variety of channels, which include domain names, MSDRH believes that the .MERCKMSD gTLD has the potential to provide an innovative, virtual avenue to content from MSD that will deepen and broaden its relationship with these end-users.

As MSDRH’s parent company, MSD, continues to expand its product offerings and research areas, the company has considered using .MERCKMSD to pursue and develop opportunities to market and distribute its online content and products to end users on various platforms, including the Internet and mobile devices, among others. Providing end-users with a trusted experience is paramount to MSDRH and its parent company, MSD, and the .MERCKMSD gTLD will be used to further that goal.

While healthcare companies, such as MSD, fight never-ending battles to protect their valuable intellectual property from fraud and piracy on the Internet, the .MERCKMSD gTLD would offer end-users a safe and intuitive means of accessing authorized content from MSD and potentially MSD’s qualified subsidiaries and affiliates and potential licensees and strategic parties.

18.2.2 What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

As a .BRAND gTLD, the primary driving factors of the .MERCKMSD gTLD are differentiation and innovation. The success of the gTLD will not be measured by the number of domain names registered. Instead, it will be measured by the levels of consumer recognition and trust that are placed in the .MERCKMSD gTLD. Using this benchmark, MSDRH will strive to build consumer recognition and trust that rise to the levels of those found in the .EDU and .GOV gTLDs.


As noted above. MSDRH’s parent, MSD, is a leading healthcare company that leverages emerging technologies to deliver healthcare information, products, and services internationally.

The .MERCKMSD gTLD has the potential to aid this online strategy, if potential consumer benefits that ICANN experts have anticipated become a reality.

18.2.3 What goals does your proposed gTLD have in terms of user experience?

MSDRH believes that the .MERCKMSD gTLD will provide a single, trusted ecosystem experience for the millions of end-users seeking information about MSD and its products and services. In addition to providing end-users with short, memorable, and intuitive domain names, MSDRH will have best-in-class safeguards to minimize any potential infringing or pirated content within the .MERCKMSD gTLD.

MSD will continue to stay abreast of changes in the new gTLD space following commencement of operations and will adjust its strategy as needed to ensure it is providing the most valuable and relevant experience for end users.

18.2.4 Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

The .MERCKMSD gTLD is currently intended to be exclusively used by MSD and potentially MSD’s qualified subsidiaries and affiliates.
Because of this condition precedent, any registration and use requirements are more appropriately vested in corporate⁄affiliate agreements and not in a domain name registration agreement. MSDRH reserves the right to consider allowing third party registrants outside of current affiliate or subsidiary relationships to own .MERCKMSD domains for a fee at a future date. This would only be determined following an extensive, internal evaluation of MSD’s on-going branding and online goals, and discussions with MSD’s registry services provider.

MSDRH will incorporate all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the appropriate agreements.

18.2.5 Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

MSD recognizes first hand that this is an evolving area of law in which there is no uniform international standard. As a global healthcare company, MSD respects the privacy of its end-users. The company employs a variety of physical, electronic, contractual, and managerial safeguards to protect personal and confidential information on its websites.

MSDRH will take similar precautions to protect registrant and user data associated with the .MERCKMSD gTLD.

Furthermore, given that every domain name will be registered to MSD or potentially a qualified subsidiary or affiliate and potentially licensees or strategic parties, MSDRH has a vested interest in ensuring that accurate and current registrant information is readily available in connection with each .MERCKMSD domain name.

MSD will ensure that the operation of the .MERCKMSD gTLD will be consistent with MSD’s Statement of Privacy Principles, available on its website at http:⁄⁄www.merck.com⁄privacy⁄.

In addition, MSDRH intends to incorporate contractual language in its Registry-Registrar Agreement (RRA) modeled after language that has been included in the template Registry Agreement and that has been successful utilized by existing ICANN gTLD Registry Operators. The template Registry Agreement states “Registry Operator shall (i) notify each ICANN-accredited registrar that is a party to the registry-registrar agreement for the TLD of the purposes for which data about any identified or identifiable natural person (“Personal Data”) submitted to Registry Operator by such registrar is collected and used under this Agreement or otherwise and the intended recipients (or categories of recipients) of such Personal Data, and (ii) require such registrar to obtain the consent of each registrant in the TLD for such collection and use of Personal Data. Registry Operator shall take reasonable steps to protect Personal Data collected from such registrar from loss, misuse, unauthorized disclosure, alteration or destruction. Registry Operator shall not use or authorize the use of Personal Data in a way that is incompatible with the notice provided to registrars.ʺ

18.2.6 Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

MSDRH plans to start using .MERCKMSD domain names primarily as redirects to existing .COM and other domains that MSD and potentially, MSD’s qualified subsidiaries and affiliates, currently operate. MSDRH also plans to carefully review the response from search engines to .BRAND gTLDs, and the perception of end users. As the marketplace evolves, MSDRH will invest in outreach and communication as needed to ensure that its end-users continue to interact with MSDRH content, services, and products in a simplified, efficient, and productive manner.

gTLD	Full Legal Name	E-mail suffix	Detail
.JNJ	Johnson & Johnson Services, Inc.	fairwindspartners.com	View

18.2 How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

JJSI believes that the proposed .JNJ gTLD has the potential to offer the following benefits to Internet users and consumers:

1) Establish a trusted source of information and an online marketplace for the millions of global consumers and retailers that purchase goods and services through Johnson & Johnson’s online e-commerce solution by assuring that any products obtained from a .JNJ site are genuine products made with Johnson & Johnson’s commitment to quality, and thereby avoid counterfeit products; for investors and third parties seeking information; and for the general Internet user population;

2) Provide Johnson & Johnson and its qualified subsidiaries and affiliates with short and memorable Internet addresses and provide increased navigation to products, services, advertising campaigns, public interest content, public awareness initiatives, etc.;

3) Minimize the cost and need for defensive registrations because domain names within the .JNJ gTLD will only be allocated by JJSI to Johnson & Johnson and qualified subsidiaries and affiliates; and

4) Develop a potential platform for the secure access to and purchase and distribution of Johnson & Johnson products and information to consumers and retailers, in order to minimize the potential for counterfeit or infringing goods and services.

Also, through the adoption of new gTLDs by the wider Internet user community, Internet user behavior may change to favor navigation by new gTLDs. As a result, consumers may benefit from lower incidents of phishing and malware often associated with mistypes of domain names in the .COM space that are owned by cybersquatters since they will be navigating to domain names in the .JNJ gTLD.

In addition, Johnson & Johnson currently operates a number of corporate websites using a combination of second-level and top-level domain names. A representative sampling of Johnson & Johnson websites that incorporate geographical identifiers into the domain name include:

JNJCanada.com
JNJFinland.com
JNJIndia.com
JNJ.co.jp
JNJVisioncare.cn
JohnsonsBeauty.co.uk
JNJ.de
JNJMedical.nl
JNJVisioncare.ae

Johnson & Johnson believes that the .JNJ gTLD can provide a single, source-identifying online function for its current and future customers around the world, instead of the current mix-and-match approach that Johnson & Johnson must resort to as it expands into different markets around the world.

18.2.1 What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The primary mission and purpose of the .JNJ gTLD is to provide a trusted, hierarchical, and intuitive online destination for Johnson & Johnson content; information on the company’s business and activities, as well as those relating to its partners; and other goods and services. Johnson & Johnson intends to grow its online presence and strategy by developing opportunities to market and distribute online content, services and product offerings to consumers in the U.S. and internationally, on various platforms, including the Internet and mobile devices, among others. Given our customers’ increasing demand for access to Johnson & Johnson brands, products and information through a variety of channels, which include domain names and the address bar, JJSI believes that the .JNJ gTLD has potential to provide an innovative, virtual avenue to Johnson & Johnson products that will deepen and broaden its relationship with consumers.

Most importantly, JJSI will be able to provide access to Johnson & Johnson products, services, information and online content in a namespace devoid of piracy, cybersquatting, and other malicious activities. Providing consumers with a trusted experience is paramount to Johnson & Johnson and the .JNJ gTLD will be used to further that goal.

While healthcare companies involved in e-commerce, such as Johnson & Johnson, fight a never-ending battle to protect their brands and valuable intellectual property from piracy on the Internet, the .JNJ gTLD potentially offers legitimate consumers a safe and intuitive means of accessing authorized content from Johnson & Johnson and its qualified subsidiaries and affiliates.

18.2.2 What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

As a .BRAND gTLD, the primary driving factors of the .JNJ gTLD are differentiation and innovation. The number of domain names registered will not measure the success of the gTLD, but rather success will be judged by the levels of consumer recognition and trust that are placed in the .JNJ gTLD. Using this benchmark, JJSI will strive to build consumer recognition and trust through the usage of the .JNJ gTLD that rise to the levels of those found in the .EDU and .GOV gTLDs.

As noted above, Johnson & Johnson is a global leader in the healthcare industry that leverages numerous distribution channels and emerging technologies to deliver its online content and consumer goods to its customers internationally. The .JNJ gTLD has the potential to serve as a cornerstone of this online strategy, if the potential benefits that ICANN anticipates become a reality.

18.2.3 What goals does your proposed gTLD have in terms of user experience?

JJSI believes that the .JNJ gTLD will provide a single, trusted, environment for the millions of consumers worldwide that use and purchase the company’s goods and services, as well as those seeking information provided by Johnson & Johnson, such as investors, businesses and members of the press. In addition to providing consumers with short, memorable, and intuitive domain names, consumers will know that all domain names and content are owned or controlled by JJSI, thus protecting users from potential infringing, pirated, or harmful content within the .JNJ gTLD.

Johnson & Johnson will continue to stay abreast of changes in the new gTLD space following commencement of operations, and will adjust its strategy as needed to ensure it is providing the most valuable and relevant experience for end users.

18.2.4 Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

JJSI currently intends for the .JNJ gTLD to be exclusively used by Johnson & Johnson and its qualified subsidiaries and affiliates. Because of this condition, in view of the strength and recognition of the JNJ and Johnson & Johnson brands, initially JJSI intends to closely monitor and regulate the use of the .JNJ gTLD. Any registration and use requirements are more appropriately vested in corporate⁄affiliate agreements and not in a domain name registration agreement.

JJSI reserves the right to consider allowing third party registrants outside of current affiliate or subsidiary relationships to own .JNJ domains for a fee at a future date. This would only be determined following an extensive, internal evaluation of Johnson & Johnson’s on-going branding and online goals, and discussions with Johnson & Johnson’s registry services provider.

Notwithstanding this, JJSI will incorporate all required ICANN consensus policies and other legal⁄policy requirements imposed on new gTLD applicants into the terms and conditions of the domain name registration agreement that each of its qualified subsidiaries and affiliates will execute.

18.2.5 Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

JJSI recognizes firsthand that this is an evolving area of law for which there are no international standards. As a global healthcare company, Johnson & Johnson respects the privacy of its end users. The company employs a variety of physical, electronic, contractual, and managerial safeguards to protect personal and confidential information on its websites. JJSI will take similar precautions to protect registrant and user data associated with the .JNJ gTLD. Moreover, since every domain name will initially only be registered to Johnson & Johnson or qualified subsidiaries or affiliates, JJSI has a vested interest to ensure that accurate and current domain name information is readily available in connection with each .JNJ domain name.

JJSI will ensure that the operations of the .JNJ gTLD will be consistent with Johnson & Johnson’s Privacy Policy, available here: http:⁄⁄www.jnj.com⁄connect⁄others⁄privacy

In addition, JJSI intends to incorporate contractual language in its Registry-Registrar Agreement (RRA) modeled after language which has been included in the template Registry Agreement, and which has been successfully utilized by existing ICANN gTLD Registry Operators. The template Registry Agreement states “Registry Operator shall (i) notify each ICANN-accredited registrar that is a party to the registry-registrar agreement for the TLD of the purposes for which data about any identified or identifiable natural person (“Personal Data”) submitted to Registry Operator by such registrar is collected and used under this Agreement or otherwise and the intended recipients (or categories of recipients) of such Personal Data, and (ii) require such registrar to obtain the consent of each registrant in the TLD for such collection and use of Personal Data. Registry Operator shall take reasonable steps to protect Personal Data collected from such registrar from loss, misuse, unauthorized disclosure, alteration or destruction. Registry Operator shall not use or authorize the use of Personal Data in a way that is incompatible with the notice provided to registrars.ʺ

18.2.6 Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

As noted above, JJSI’ driving factor in securing the .JNJ gTLD in ICANN’s first round is precautionary in nature, and while Johnson & Johnson sees the potential for this gTLD to play a large role in the company’s future online strategy, there are a number of unanswered questions concerning consumer recognition, the adoption of new gTLDs, and the response from search engines in the marketplace, that will influence the usage of the gTLD and communication about that usage.

JJSI and Johnson & Johnson plan to initially use .JNJ domain names as redirects to Johnson & Johnson’s existing .COM and other domain names. JJSI also plans to carefully review the response from search engines to branded gTLDs, as well as consumer perception. As the marketplace evolves, JJSI will invest in outreach and communication as needed to ensure that its consumers continue to interact with Johnson & Johnson content, services, and products in a simplified, efficient and productive manner.