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18(a) Describe the mission/purpose of your proposed gTLD

gTLDFull Legal NameE-mail suffixDetail
.lundbeckH. Lundbeck A⁄Slundbeck.comView
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
gTLDFull Legal NameE-mail suffixDetail
.questQuest ION Limitedqnet.netView
THE MISSION AND PURPOSE OF THE NEW RESTRICTED .QUEST GTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF CREDIBILITY, REPUTATION AND BRAND AUTHENTICITY.

The .quest gTLD will create a new generation gTLD serving the interests of end users by providing an authoritative Internet space where information about products and services, resources and marketing for the Quest brand will be closely controlled by QNet Ltd. (QNet). The majority of the anticipated domain name registrations in .quest gTLD will be used in the promotion and communication of QNet’s products and services. Registration for second or third level domain names under .quest will be available to both QNet affiliate entities and to those parties appointed as independent representatives of Qnet, in accordance with the registration policy. A subset of domain names may also be created and used for communication and marketing purposes, tailored to specific geographic locations, with internet users assured of brand authenticity. The .quest gTLD aims to promote a global online network for QNet and to protect the reputation and credibility of QNet online.

QNet is part of the QI Group of companies, a multinational conglomerate comprising a dynamic group of companies with regional offices in Hong Kong, Singapore, Malaysia, Philippines and a wide range of subsidiary companies in over 30 countries. The QI Group was established in 1998 and has seven main businesses (telecommunications, lifestyle and leisure, luxury and collectibles, training and education, property development and project management, logistics and its flagship, a global direct selling and e-commerce business). The QI Group also has an interest in Quest International University Perak in Malaysia in conjunction the State Government of Perak. QNet is the main subsidiary of the QI Group and is active within the global direct selling and e-commerce business. QNet combined the then-recent phenomenon of e-commerce, with the long-established distribution method of network marketing and has its main markets in Asia, the Middle East, and Africa.

QNet is active in direct selling, the marketing and selling of products directly to consumers away from a fixed retail location, and operates with a network of independent representatives worldwide who sell products to Quest retail customers. QNet has its headquarters in Hong Kong and sells a wide variety of products within personal care, home care, nutrition, holiday packages, etc. QNet is also a member of various industry bodies such as the Direct Selling Association Singapore (DSAS). QNet was recognised as a ‘Caring Company’ by the Hong Kong Council of Social Service for the past 3 years, which credits companies with a high standard of organisational practices. Furthermore, QNet was awarded with a CaseTrust (Storefront) accreditation for Good Business Practices, for fair and ethical business practices, sales and after-sales service, well-trained staff, well-maintained facilities, and good business integrity.

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 .quest gTLD will facilitate greater trust and assurance of authenticity from internet users connecting with QNet and QNet’s network of independent representatives online, whilst still allowing convenient and efficient interaction.

QNet’s mission and purpose of the gTLD share ICANN’s public interest promotion goals. QNet is committed to contribute towards achieving the outcomes from such initiatives as are in line with ICANN’s Affirmation of Commitments, which includes:
- consumer trust: .quest will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available registrants who meet the strict eligibility criteria as set out in QNet’s registration policy. This will provide added consumer trust that .quest domain names are trustworthy and will allow internet users to clearly distinguish between real products and brands and forfeited products. As .quest domain names are subject to registration standards, policies and procedures under QNet’s control, this eliminates the possibility of malicious conduct within .quest;
- competition: the 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 .quest 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 gTLD will enable user-driven improvements and innovations assisting QNet’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 QNet. As QNet has effective control over the registration and use of domain names under .quest, this will also contribute towards general service innovations on the internet.

The nature of .quest will be restricted and will mainly extend to QNet’s global network of independent representatives (IRs). Given that QNet works with a very elaborate network of IRs worldwide, it is estimated that in the first few years up to 50,000 domain names could be registered. Depending on the number of IRs and the eligibility criteria as set out in the registration policy, the projected number of registration could further increase substantially over the years as QNet implements new services and marketing campaigns.

QNet 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, QNet will use geographic names to localise its websites in the countries in which its network of IRs is active and targets customers. 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.

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

‘Quest’ is a well-recognised global brand with the QI Group’s ‘Questnet’ trademark registered in Hong Kong for the following categories: 9 (recorded tapes), 16 (paper, cardboard and goods made from these materials (not included in other classes), 35 (advertising, business management) and 41 (promotion). The trademark will be licenced to QNet for the purpose of operating .quest.
QNet has existing domain names with an exact match to, or containing, the ‘Quest’ Trademark and the applied for string:
- gTLDs: .net, .com, .xxx, .biz, .info and .org
- country-code TLDs (ccTLDs): .us, .tv, .cc and .ws

Recently, QNet was successful in securing a registration for a .xxx domain name during the sunrise phase of the registry’s launch, based on Questʹs existing trademark registrations.