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
.goldpoint	YODOBASHI CAMERA CO.,LTD.	yodobashi.com	View

The mission and purpose of the new restricted .goldpoint gTLD is to benefit internet users by ensuring increased trust, confidence and user experience through the elimination of user confusion and assurance of brand authenticity.

The new .goldpoint gTLD will operate as a restricted registry, in which YODOBASHI CAMERA CO.,LTD.(Yodobashi) can create and control domain spaces that promote its GoldPoint programʹs brand identity and authenticity. In this regard, the .goldpoint gTLD will be used by Yodobashi to provide information, services and resources in connection with the GoldPoint program to customers in a way that promotes trust, convenience and utility. The .goldpoint gTLD will provide an authoritative internet space for Yodobashi and its affiliates that are associated with the brand. Second and third level domain names can then be utilized for providing a unique and high quality service platform supporting the GoldPoint program whilst assuring internet users of its brand authenticity.

Yodobashi is a Japanese retail group that sells a large range(over 850,000 different items) of electronics goods including cameras, personal computers, audio and visual equipment, appliances and software. Yodobashi, based in Tokyo, was founded in 1960 as Fujisawa Shashin Shokai and changed its name to YODOBASHI CAMERA CO.,LTD. in 1974. Yodobashi opened its first store in Tokyo in 1975 and currently owns 21 super-sized electronic retail stores throughout Japan with approximately 4,800 employees. In 2011, Yodobashi was the 12th largest company in terms of its sales volume in the Japanese retail industry with its net profits of 61 billion Yen in 2011.

GoldPoint is the name of the loyalty program provided through the subsidiary of Yodobashi, GoldPoint Marketing Inc. The GoldPoint program allows its members to earn ʺGoldPointsʺ, which are set individually depending on the product. Members are subsequently able to use those points in their next shopping at Yodobashi or with its affiliates or selected partner companies affiliated with Yodobashi. Members may choose to apply to the GoldPoint program with a credit-card function that provides additional benefits such as earning more points for certain products. The GoldPoint program has been operating for 21 years since 1990. Currently, there are over 20 million members enrolled in the GoldPoint program and over a million of them are utilizing the program with the credit-card function. In this regard, consumer trust, utility 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 .goldpoint gTLD will facilitate greater trust and assurance from internet users connecting with Yodobashi online, whilst still allowing convenient and efficient interaction.

Yodobashiʹs mission and purpose of the proposed new gTLD share ICANNʹs initiatives to promote public interest. Yodobashi is committed to contribute towards achieving such initiatives in line with ICANNʹs Affirmation of Commitments, which includes:
-consumer trust: the .goldpoint gTLD registry will be operated in a centralized manner with a restrictive registration policy. Registration of domain names will only be available to Yodobashi and its affiliates, at this stage. This will provide added consumer trust that the .goldpoint domain names are trustworthy. As the .goldpoint domain names are subject to an internal evaluation process under Yodobashiʹs control, this eliminates the possibility of malicious conduct within the .goldpoint 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 ICANNʹs initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in the .goldpoint 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 Yodobashiʹs marketing efforts through its ability to create new second and third level domain names on demand relevant to the GoldPoint program and its member services. These names will provide Yodobashiʹs customers and GoldPoint program members with more choices for interacting with the GoldPoint program online. As Yodobashi has effective control over the registration and use of domain names under the .goldpoint domain space, this will also contribute towards general service innovations on the internet.

Given the restricted nature of the .goldpoint gTLD, the projected number of registrations is likely to be limited. It is anticipated that a more limited number between 15 and 45 domain names will be registered in the first few years. However, the number of registrations is likely to increase as Yodobashi develops and implements new services and marketing campaigns to promote its GoldPoint program by creating product and service related domain names in the second or third levels.
As the new .goldpoint gTLD expands and evolves, Yodobashi may consider offering the use of second level domain names at a later date to its partner companies that meet an internal evaluation process to ensure that registration of domain names under the .goldpoint gTLD will adhere to its business and brand strategy. In this endeavor, Yodobashi will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Yodobashi will keep ICANN reasonably informed of any material developments relating to the .goldpoint gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Yodobashi does not intend to use geographic names in the second level. However, Yodobashi may use geographic names to localise its websites where its GoldPoint program operates at a later stage. 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.
The use of geographic names will be in accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22.
Yodobashi will also utilize Internationalized Domain Names(IDNs) at the second level in Japanese language. The use of IDNs will allow internet users to engage with .goldpoint in their native language, creating a more positive user experience and encouraging diversity. As the use of the .goldpoint gTLD evolves, it is anticipated that the use of IDNs, including additional languages, may increase within the .goldpoint domain space.

Yodobashi is a well-recognized global brand in Japan and parts of Asia. Its GoldPoint program with over 20 million members is also a well-recognized brand in Japan. Yodobashi has its ʺGoldPointʺ trademark registered in Japan in Class 36 in relation to issuance of credit cards and provision of credit cards.

Yodobashi has over 180 existing domain names relating to the applied-for .goldpoint in over 140 gTLDs including goldpoint.net, goldpoint.org and goldpoint.mobi and over 40 country-code TLDs(ccTLDs) such as goldpoint.jp and goldpoint.co.jp.