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
.jcb	JCB Co., Ltd.	jcb.co.jp	View

The mission and purpose of the new restricted .jcb gTLD is to benefit internet users by ensuring increased trust and confidence through the elimination of user confusion and assurance of brand authenticity, free from false impersonation of third parties.

The new .jcb gTLD will operate as a restricted registry, in which JCB Co., Ltd. (JCB) can create and control domain spaces that promote its brand identity, authenticity and online presence. In this regard, the .jcb gTLD will be used by JCB to provide accurate information, unique high quality services and resources to consumers in a way that promotes a sense of security, a user-friendly address structure, brand credibility and utility. The .jcb gTLD will provide an authoritative internet space for JCB, accessible via an intuitive and catchy address. Second and third level domains can then be utilized to provide geographically relevant content, information and unique services, with internet users assured of brand authenticity.

JCB was established in 1961 and is the only international credit card company based in Asia, with its headquarters in Tokyo, Japan. JCB established dominance over the Japanese credit card market in 1968 and has been a Japanese top brand for over 50 years. JCB has been pursuing independent expansion since 1981 to make the JCB brand an internationally accepted global brand. JCB currently has over 61 million card members, of those approximately 9.75 million customers are using JCB cards issued in countries and areas outside of Japan. Over 20 million merchants worldwide across 190 countries and territories, representing a wide range of businesses, accept JCB credit cards, offering endless possibilities to JCB card holders. JCB has over 2,500 employees with a net revenue of USD 2,609 million and a profit of USD 304 million (as at September 2011) as well as an annual turnover of 9,662 billion Yen for the 2010 financial year. At the 64th ʺDent Su Advertising Awardsʺ for lifestyle and culture for both Newspaper Advertising and Television Advertising, JCB has won Outstanding Awards. The winners were selected from a total of 2,081 entries.

As JCB intends to proactively develop consumer trust and the credibility of its brand, continuous innovation and consumer confidence 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 .jcb gTLD will facilitate greater trust and assurance from internet users connecting with JCB online and will provide a sense of security free from false impersonation by third parties, whilst still allowing convenient and efficient interaction.

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

- consumer trust: the .jcb gTLD registry will be operated in a centralized manner with a restrictive registration policy. Registration of domain names will only be available to JCB, at this stage, which will provide added consumer trust that .jcb domain names are trustworthy and secure. As .jcb domain names are subject to registration standards, policies and procedures under JCBʹs control, this eliminates the possibility of malicious conduct within the .jcb 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 .jcb 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 provide internet users with a wider range of choices with economic transaction costs. .jcb will also enable user-driven improvements and innovations assisting JCBʹs 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 JCB online. As JCB has effective control over the registration and use of domain names under .jcb domain space, this will also contribute towards general service innovations on the internet.

Given the restricted nature of the .jcb gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of domain names (up to 50) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to 150 to 300 domain names as JCB develops and implements new services and marketing campaigns.

JCB 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, JCB will use geographic names to localize its websites in Japan and the countries in which JCB has presence and⁄or representation. 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.

JCB will also utilize Internationalized Domain Names (IDNs) at the second level in Japanese. The use of IDNs will allow internet users to engage with .jcb in their native language, creating a more positive user experience and encouraging diversity. As the use of the .jcb gTLD evolves the use of IDNs, including additional languages, will increase within the .jcb domain space.

JCB is a well-recognized global brand with its ʺJCBʺ trademarks and trademarks including the term ʺJCBʺ (222 in total ) registered in 18 countries and categories covering JCBʹs credit card business as its core business, including classes 36 (insurance, financial affairs, monetary affairs) and 35 (advertising, business management, business administration, office functions).
Further, JCB has existing domain names in the following spaces:
- gTLDs: jcbcard.com
- country-code TLDs (ccTLDs): jcb-card.jp, jcb-eit.jp, jcb.co.jp, jcb.tw, jcbcard.cn, jcb-card.jp, jcbcards.jp, jcbcard.kr, jcbtravel.co.jp

Recently, JCB was successful in securing sunrise application for the following domain spaces based on existing trademark registration: .asia, .xxx

JCB believes that the .jcb gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. JCB has over 200 trademarks registered and has been a top credit card brand for over 50 years with a strong global reputation with over 70 million card members and over 20 million merchants worldwide accepting JCB credit cards. JCB has used the term ʺJCBʺ in conjunction with its credit card business since its establishment, as such, JCB is a well-established global credit card company with a strong reputation.