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
.softbank	SOFTBANK CORP.	softbank.co.jp	View

The mission and purpose of the new restricted .softbank gTLD is to achieve strengthened integrity and trust from users and provide them with appropriate benefits and values by operating online businesses with more relevant, secure and user oriented features.

The new .softbank gTLD will operate as a restricted registry, in which SOFTBANK CORP. (Softbank) can create and control domain names under the .softbank domain space that promote Softbankʹs brand identity and authenticity. In this regard, .softbank will be used by Softbank to provide information, services and resources to consumers in a way that promotes trust, convenience and utility. The new .softbank gTLD is applied to be used as Internet vehicle for Softbank and consolidated subsidiaries which have met necessary criteria set forth by Softbank (licensed companies). Internet vehicle means websites of information disclosure and online businesses operated by the licensed companies, which are to be managed by Softbankʹs websites quality management standard and are designed to improve the integrity of Softbank brand.

Softbank will serve as a registry which creates and manages .softbank domain names soon after the application has approved. .softbank is intended to be used as an official domain of websites for the licensed companies to provide credible information regarding Softbank to all the Internet users who access to these Websites. Second level domains in .softbank will be used for administrative purpose in accordance with Softbankʹs websites quality management standard and strings for domain names are intended to be set as names of the licensed companies, names of goods and services or those strings which explicitly demonstrate the usage.

Softbank group of companies (Softbank Group) which consists of Softbank, its consolidated subsidiaries, and affiliates, headquartered in Japan, is engaged in various internet, information and communication services, including: the provision of mobile networks, broadband infrastructure, fixed-line telecommunications, distribution of internet and telecommunication related products, and the promotion and application of wider internet culture in internet advertising, e-commerce and membership services. Softbank Group consists of 178 subsidiaries and 92 affiliates (both figures are as of March 2011). Softbankʹs mobile and network business is one of the largest communication carriers in Japan and Softbank aims to be the number one provider of mobile internet services throughout Asia.

SOFTBANK MOBILE Corp., one of the consolidated subsidiaries of Softbank offers the mobile network business under ʺSoftbankʺ brand which has 27,830,000 mobile users (as of the end of December 2011). Mobile units which bear ʺSoftbankʺ brand are sold in 2,677 stores (as of the end of December 2011) throughout Japan. SOFTBANK MOBILE Corp. continuously implements an exceptional communication including 86 different kinds of annual TV commercials and tops the list for the fifth year running (unprecedented) for the popularity ratings for TV commercial, and as a result of these business activities, the ʺSoftbankʺ brand has gained a high recognition. This is supported by the subsidiary SOFTBANK HAWKS Corp., which operates a professional baseball team, which also contributes to the recognition of the Softbank brand. As for objective evaluations of these ʺSoftbankʺ brands, they are also confirmed that the ʹSoftBankʹ brand was ranked third in the survey ʺJapanʹs Best Domestic Brands 2011ʺ conducted by Interbrand.

The .softbank gTLD intends to provide the relevant information in a timely and efficient manner to business users, customers, investors and employees and other internet users to access information on Softbank online. The .softbank gTLD will enable Softbank to have greater control over the operation of the registry to improve security, service levels and reputation.

Softbank shares ICANNʹs initiatives to promote public interest. Softbank is committed to contribute towards achieving such initiatives in line with ICANNʹs Affirmation of Commitments, which includes:
- consumer trust: the .softbank gTLD registry will be managed and operated by the dedicated team within Softbank in accordance with a restrictive registration policy prepared by Softbank. Softbank will demonstrate to the internet users that .softbank domain names are trustworthy through its centrally managed registration, modification and deletion of domain names. Therefore, .softbank domain names will avoid the possibility of malicious conduct within the .softbank domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice, at the level of domain name registration, among prospective registrants. Instead it is anticipated to enhance consumer trust through its precise and secure operation. Increased trust in .softbank 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 Softbankʹs marketing efforts through its ability to create new second and third level domain names on demand, with well-recognized and memorable .softbank domain names. These names will provide the consumers with more choices for interacting with Softbank in a user-friendly manner. As Softbank has effective control over the registration and use of domain names under .softbank domain space, this will also contribute towards general service innovations on the internet and create synergies to in achieving ICANNʹs initiatives

In order to ensure that .softbank domain space represents brand authenticity and consumer trust, it is anticipated that up to 20 domain names will be registered in the first year, which will increase up to 100 domain names by the end of third year.

The licensed companies will participate in the promotion of user recognition and increased use of .softbank domain names through the use of various communication methods. As the use and recognition of the .softbank gTLD expands Softbank may consider providing second or third level domains to companies other than the licensed companies at a later date. Softbank will keep ICANN reasonably informed of any material developments relating to the .softbank gTLD, including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Softbank intends to create relevant domain names for use including company names, product names, services or geographic names in the second or third level domain names. In accordance with registration policies and the proposed measures for protection of geographic names as outlined in response to Question 22, Softbank will use geographic names to localize its websites in the countries in which it operates. The use of geographic names is intended to:
- connect internet users with relevant information as applicable to the territory; and
- comply with required law, regulations and business custom in the national territory.

Softbank is a well-recognized global brand with its trademarks registered in 32 countries and territories, throughout Asia, North America, Latin America, Africa, Oceania and Europe. These trademarks, such as classes 9, 38 and 41, are registered under the categories required for its business in telecommunications services and infrastructure. Further, Softbank has an extensive portfolio of existing domain names, including domain names with an exact match or containing the Softbank trademark in the following spaces:
- gTLDs: .biz, .com, .info, .mobi, .net, .org,
- ccTLDs: .bj.jp, .cc, .cn, .co.jp, .jp, .ne.jp, .sg, .tv, .uk

Recently, Softbank was successful in securing sunrise application for the .xxx domain space based on existing trademark registration.