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
.netflix	Netflix, Inc.	netflix.com	View

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

The content of this Answer to Question 18 set forth below which describes the plans for Netflix’s registry constitutes the “purpose” of the registry as that term is used in paragraph 1.b. of Specification 9 of the Draft New gTLD Registry Agreement found in Module 5 of the Applicant Guidebook dated January 11, 2012 (“the Purpose”). Netflix will publish its Charter and its policies, guidelines, and other supporting documentation related to the implementation of the registry consistent with the Purpose, all prior to launch. All second level domain names registered by Netflix on behalf of itself or an affiliate will be registered through an ICANN-accredited registrar and will be consistent with the Purpose.

The .netflix registry will be a standard registry open only to Applicant and its affiliates or authorized business partners. For the avoidance of a doubt, the registry will be closed to registrants who do not have a formal, written trademark license agreement from Applicant specifically allowing the registration of a second level domain name in the .netflix registry (the “Required License”). The .netflix registry will not be a community-based registry and there will be no market for second level registrations outside of registrants which are affiliated with Applicant and⁄or which have the Required License.

The new .netflix gTLD will operate as a restricted registry, in which Netflix, Inc (“Netflix” or “Applicant”) can create and control domain names within .netflix that promote the identity and authenticity of its brand. In this regard, .netflix will be used by Netflix to distribute information, services and resources to its customers, as well as to create improved marketing and communications opportunities. The .netflix gTLD will provide an authoritative internet space for Netflix and its NETFLIX brand wholly-owned affiliates and partners having the Required License. Domain names under .netflix gTLD will be utilized by Netflix to engage customers on specific product categories, movies and TV shows, or specific devices to promote trust and convenience with internet users assured of brand authenticity.

With more than 23 million streaming members in the United States, Canada, Latin America, the United Kingdom and Ireland, Netflix, Inc. [Nasdaq: NFLX] is the worldʹs leading internet subscription service for enjoying movies and TV series. Netflix is the owner of a global portfolio of NETFLIX trademarks, including by way of example, U.S. Reg. No. 2552950 having a registration date of March 26, 2002 and a priority date of December 30, 1997.

Netflix seeks innovative ways to provide entertainment and educational content to the global internet community and improve the customer experience. The .netflix gTLD will offer a brand-specific and tailored customer experience that reflects Netflix’s emphasis on continuous innovation and increased customer trust.

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 .netflix gTLD may facilitate greater trust and assurance from internet users connecting with Netflix online, while also allowing a more convenient and efficient interaction.

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

- consumer trust: the .netflix gTLD registry will be operated in a centralized manner with a restrictive registration policy consistent with its Purpose. Registration of domain names will only be available to Netflix, its affiliate entities, or select business partners having the Required License, which will provide added consumer confidence that .netflix domain names are trustworthy. As .netflix domain names are subject to strict registration standards, policies and procedures under Netflix’s control, this eliminates the possibility of malicious conduct within the .netflix domain space;
- competition: The marketplace in which Netflix competes with its rivals is fast moving and innovative. Netflix hopes that a .netflix gTLD, which is consistent with its NETFLIX brand, will help it compete by serving as the authoritative namespace for .netflix goods and services.

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

Given the restricted nature of the .netflix gTLD, the projected number of registrations is likely to be limited. It is anticipated that a more limited number of domain names (50-100) will be registered in the first year. Netflix plans to develop and strengthen its online strategy for .netflix including specialized marketing and communications in order to provide strong customer service and personalized customer experience. As such, the number of registrations is likely to increase to about 200 to 500 domain names in the following few years. Netflix will keep ICANN reasonably informed of any material developments relating to the .netflix gTLD, including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Netflix will be able to create relevant domain names for use including product or service names in the second or third level domain. In accordance with registration policies and the proposed measures for protection of geographic names as outlined in response to Question 22, Netflix will use geographic names to localize websites in countries and regions where Netflix currently operates. The use of geographic names is intended to:

- connect Netflix customers and internet users with relevant content as applicable to the territory; and
- comply with required rules and regulations in the respective national territory.

Initially, Netflix will not utilize Internationalized Domain Names (“IDNs”) at the second level. As the Netflix brand reaches a wider range of languages and territories, Netflix will consider adding IDNs to its domain portfolio at a later stage. Doing so will allow internet users to engage with .netflix in their native language, creating a more positive and relevant user experience and encouraging diversity. As the use of the .netflix gTLD evolves, it is anticipated that the use of IDNs, including additional languages, will increase within the .netflix domain space.