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

Prototypical answer:

gTLDFull Legal NameDetail
.nissayNippon Life Insurance CompanyView

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .NISSAY gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST, SECURITY AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION, MINIMIZATION OF SECURITY RISKS AND ASSURANCE OF BRAND AUTHENTICITY.

The .nissay gTLD will create a new generation gTLD serving the interests of end users by providing an authoritative Internet space for Nippon Life Insurance Company (Nippon Life) where information, services and resources relating to Nippon Life’s insurance products and services will be closely controlled by Nippon Life.

The majority of the anticipated domain name registrations in the .nissay gTLD will be used in the promotion, improved presence and communication of the ‘Nissay’ brand and life insurance and related services.

A subset of domain names has the potential to be created and used for communication and marketing purposes, with internet users assured of brand authenticity.

Nippon Life was founded as Nippon Life Insurance Co. Inc. in July 1889 and changed its name to Nippon Life Insurance Co. in 1891. In 1947, the Company was reborn as Nippon Life Insurance Company, and continues to work to realize mutual aid and cooperative prosperity as a mutual company. Nippon Life has its headquarters in Osaka, Japan, has representative offices in New York, London, Frankfurt and Beijing, subsidiaries in the US and affiliates in China, Thailand, India and the US.

Nippon Life focuses on life insurance business, such as underwriting insurances based on life insurance business licenses, asset management, such as investing monies received as premiums into loans, securities investment and real estate investment.

Nippon Life (also commonly known as “Nissay”) had over 70,000 employees (as of March 31, 2011) and had total assets of USD 600,723 million (as of March 31, 2011). The number of customers is 9,954,059 (as of March, 2011).

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 .nissay gTLD will facilitate greater trust and assurance from internet users connecting with Nippon Life online, through a risk protected environment, whilst still allowing convenient and efficient interaction.

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

- consumer trust: the .nissay gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Nippon Life and its affiliate entities, at this stage, which will provide added consumer trust that .nissay domain names are trustworthy.

Nippon Life aims to make insurance processing simple and fast for customers by minimizing procedures and enhancing customers’ convenience and authenticity of the ‘Nissay’ brand. As .nissay domain names are subject to registration standards, policies and procedures under Nippon Life’s control, this eliminates the possibility of malicious conduct within the .nissay 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 the .nissay 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, such as simplifying customers’ insurance procedures, assisting Nippon Life’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 Nippon Life. As Nippon Life has effective control over the registration and use of domain names under .nissay domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .nissay gTLD, the projected number of registration is likely to be limited. It is anticipated that a limited number of domain names will be registered in the first few years. However, the number of registrations is likely to increase as Nippon Life develops and implements new services and marketing campaigns.

As the new .nissay gTLD expands and evolves, Nippon Life may consider offering the use of second level domain names to its resellers and partners at a later date. In this endeavour, Nippon Life will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Nippon Life will keep ICANN reasonably informed of any material developments relating to .nissay gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Nippon Life 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, Nippon Life will use geographic names to localise its websites in countries relevant to its current and future operations. 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.


Nippon Life will also utilise Internationalized Domain Names (IDNs) at the second level in Japanese and Chinese. The use of IDNs will allow internet users to engage with .nissay in their native language, creating a more positive user experience and encouraging diversity. As the use of the .nissay gTLD evolves, it is anticipated that the use of IDNs, including additional languages, will increase within the .nissay domain space.

Nippon Life is a well-recognised global brand with its “Nissay” trademarks registered in 12 countries and territories worldwide for category 36 (insurance, financial affairs, monetary affairs, real estate affairs).

Further, Nippon Life (including its affiliate entities) has existing domain names with an exact match to the “Nissay” trademark and the applied-for .nissay string including nissay.co.jp and nissay.co.uk.

Nippon Life believes that the .nissay gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. Nippon Life trademarks are a leading global brand with significant reputation in Japan, South East Asia, Europe, Australia and the US. Nippon Life has used the term ‘Nissay’ in conjunction with its life insurance businesses as such, the ‘Nissay’ brand is well known within the insurance business worldwide.

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gTLDFull Legal NameDetail