gTLD	Full Legal Name	E-mail suffix	Detail
.lundbeck	H. Lundbeck A⁄S	lundbeck.com	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .LUNDBECK gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .lundbeck gTLD will operate as a restricted registry, in which H. Lundbeck A⁄S (Lundbeck) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .lundbeck gTLD will provide an authoritative internet space for Lundbeck to provide information, services and resources to consumers in a way that promotes the brand awareness, exclusivity, trust, convenience and utility. Second and third level domains can then be utilised for information and marketing purposes, with internet users assured of brand authenticity.

Lundbeck is a global pharmaceutical company that was established in 1915. Lundbeck is conducting research into developing, manufacturing, marketing, selling and distributing pharmaceutical products for the treatment of disorders of the central nervous system (CNS) including depression, Alzheimer’s disease, Parkinson’s disease and schizophrenia. Lundbeck is listed on the Copenhagen Stock Exchange (since 1999) and in 2010, Lundbeck generated a revenue of approximately DKK 14,8 billion. Lundeck currently has almost 6,000 employees worldwide in 57 countries with its pharmaceutical products registered in more than 100 countries. Further, Lundbeck has production facilities in Italy, France, Mexico and Denmark and has research centres in Denmark and the US. As a leading global pharmaceutical company, consumer trust and continuous innovation are paramount considerations for Lundbeck.

Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .lundbeck gTLD will facilitate greater trust and assurance from internet users connecting with Lundbeck online, whilst still allowing convenient and efficient interaction.


Lundbeck’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Lundbeck is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- consumer trust: the .lundbeck gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Lundbeck which will provide added consumer trust that .lundbeck domain names are trustworthy. As .lundbeck domain names are subject to registration standards, policies and procedures under Lundbeck’s control, this eliminates the possibility of malicious conduct within the .lundbeck domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .lundbeck gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Lundbeck’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Lundbeck. As Lundbeck has effective control over the registration and use of domain names under .lundbeck domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .lundbeck gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of domain names (around 100) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 250 domain names as Lundbeck develops and implements new services and marketing campaigns. As the new .lundbeck gTLD expands and evolves, Lundbeck will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Lundbeck will keep ICANN reasonably informed of any material developments relating to .lundbeck gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.


Lundbeck intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, Lundbeck will use geographic names to localise its websites in the countries in which it currently operates. The use of geographic names is intended to:

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the national territory.


At this stage, Lundbeck does not intend to utilise Internationalized Domain Names (IDNs) at the second level. However, as the use of the .lundbeck gTLD evolves, Lundbeck msy utilise IDNs within the .lundbeck domain space to allow internet users to engage with .lundbeck in their native language, creating a more positive user experience and encouraging diversity.

Lundbeck is a well-recognised global brand with its trademarks registered in all European and 26 other countries and territories for the following category: class 5 (pharmaceutical and veterinary preparations, pharmaceutical preparations and substances for the prevention and treatment of disorders and diseases in, generated from, affecting, acting on or stimulating the central nervous system).

Further, Lundbeck has over 1,500 existing domain names, of which 215 domain names contain the “lundbeck” trademark and 161 domain names are exact matches to the “lundbeck” trademark, in the following spaces:

- gTLDs: lundbeck.com, lundbeck-lexapro.com, lundbeck-pharma.com, lundbeck-symposia.com, lundbeck.mobi, lundbeck.net, lundbeck.org, lundbeck.tel, lundbeckcodeofconduct.com, lundbeckelearning.com, lundbeckinstitute.com, lundbeckinstitute.org, lundbeckpharma.com, lundbeckpharamaceuticals.com, lundbeckpharamceuticalsinfo.com, lundbeckpharamaceuticals.info, lundbeckpharamaceuticals.net, lundbeckpharamaceuticals.org, lundbecktrials.com

- country-code TLDs: lundbeck.ac, lundbeck.ae, lundbeck.ag, lundbeck.ai, lundbeck.am, lundbeck.as, lundbeck.be, lundbeck.cc, lundbeck.cn, lundbeck.co, lundbeck.co.jp, lundbeck.co.nz, lundbeck.co.za, lundbeck.com.mt, lundbeck.com.pa. lundbeck.com.ce, lundbeck.com.pk, lundbeck.com.pl, lundbeck.com.ro, lundbeck.com.ru, lundbeck.com.sg, lundbeck.do, lundbeck.hk, lundbeck.hn, lundbeck.ir, lundbeck.kg, lundbeck.ir. lundbeck.lv, lundbeck.lu, lundbeck.lt, lundbeck.mn, lundbeck.ua, lundbeck.vn

Recently, Lundbeck was successful in securing sunrise application for the following domain spaces based on existing trademark registration: .asia, .mobi, .tel, .org, .net

gTLD	Full Legal Name	E-mail suffix	Detail
.xperia	Sony Mobile Communications AB	sonyericsson.com	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .XPERIA gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST, CONVENIENCE AND UTILITY.

The new .xperia gTLD will operate as a restricted registry, in which Sony Mobile Communications AB (Sony Mobile) can create and control domain spaces that promote its brand’s identity and authenticity. In this regard, the .xperia will be used by Sony Mobile to provide information, services and resources to consumers in a way that promotes trust, convenience and utility. The .xperia gTLD will provide an authoritative internet space for Sony Mobile, its affiliates and partners that are associated with the brand. Second and third level domains can then be utilised for communication and marketing purposes, with internet users assured of brand authenticity.

Sony Mobile is a wholly owned subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences. In this regard, consumer trust and continuous innovation are paramount considerations in all its activities.

Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. The .xperia gTLD will facilitate greater trust and assurance from internet users connecting with Sony Mobile online, whilst still allowing convenient and efficient interaction.

Sony Mobile’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Sony Mobile is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- consumer trust: the .xperia gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Sony Mobile and its affiliate entities which will provide added consumer trust that .xperia domain names are trustworthy. As .xperia domain names are subject to registration standards, policies and procedures under Sony Mobile’s control, this eliminates the possibility of malicious conduct within the .xperia domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in the .xperia gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Sony Mobile’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Sony Mobile. As Sony Mobile has effective control over the registration and use of domain names under .xperia domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .xperia gTLD, the projected number of registration is likely to be limited. It is anticipated that a very limited number of domain names (estimated at 5) will be registered in the first year. However, over the following few years, the number of registrations is likely to increase to a broad range of approximately 15 to 150 domain names as Sony Mobile develops and implements new services and marketing campaigns.

Sony Mobile intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, Sony Mobile will use geographic names to localise its websites in all major countries in which it operates, across Europe, the Americas, China and Asia Pacific, the Middle East and Africa. The use of geographic names is intended to:

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the national territory.


Sony Mobile does not intend to utilise Internationalized Domain Names (IDNs) at the second level initially. However, as the use of the .xperia gTLD evolves, it is anticipated that Sony Mobile will utilise IDNs within the .xperia domain space to allow internet users to engage with .xperia in their native language, creating a more positive user experience and encouraging diversity.

Sony Mobile is a well-recognised global brand with its XPERIA trademarks registered in forty countries or territories in the following trademark classes: Cellular or mobile phones; cellular or mobile phones featuring the capacity to perform instant messaging, to access and communicate with e-mail, to access and communicate with the Internet, to access and communicate data, and to function as a personal digital assistant (PDA); accessories for cellular or mobile phones in the nature of headsets, earpieces, batteries and cases. In addition to the registered trademarks, Sony Mobile has unregistered rights of significant importance reflected by the number of pending intellectual property rights, such as trademarks using Xperia, that have yet to be examined.

Further, Sony Mobile has in excess of 1090 existing domain names across various gTLDs and country-code TLDs (ccTLDs).

Recently, Sony Mobile was successful in securing domain name registrations during the sunrise phase of the launch of the ,xxx domain space based on existing trademark registration.

Sony Mobile believes that the .xperia gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. Sony Mobile trademarks are a leading global brand with significant reputation across Europe, the Americas, China and Asia Pacific, the Middle East and Africa, with products and accessories available in all of these markets. Sony Mobile has used the term xperia in conjunction with its smartphone products business for almost 5 years.