18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.lundbeckH. Lundbeck A⁄SView

18(b)i. WHAT IS THE GOAL OF YOUR PROPOSED gTLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION?


The key goals of the proposed new .lundbeck gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Lundbeck also seeks to foster its online reputation and provide an authoritative internet space through which Lundbeck is able to communicate with its customers directly and effectively. The ability to create domain names on demand related to specific marketing, specialty service and product development supports these goals. Strengthened security measures, service levels and more effective functionality will provide a trusted and positive user experience.




18(b)ii. WHAT DO YOU ANTICIPATE YOUR PROPOSED gTLD WILL ADD TO THE CURRENT SPACE, IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION?


It is anticipated that the proposed .lundbeck gTLD will make positive contributions to the wider internet community by providing:

DIFFERENTIATION (INCREASED TRUST):

The .lundbeck gTLD will simplify how internet users interact with Lundbeck by providing a distinctive domain space. Internet users will be able to directly navigate to .lundbeck gTLD site, saving time and resources searching for an official site. The current domain name system has shown that it is vulnerable to malicious abuses due to registration of domain names which seek to exploit consumer confusion. Lundbeck can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .lundbeck domain space. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .lundbeck domain space, which will differentiate interaction between internet users and Lundbeck.


COMPETITION:

The differentiation of .lundbeck gTLD as a trusted site for Lundbeck will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internets users will be encouraged to interact with domain names under .lundbeck domain space. As a result, .lundbeck will have a flow on effect to enable increased competition. Therefore, the benefits of the proposed .lundbeck will be distributed not only to its direct customers, but to the internet community at large forcing improved services and competitive pricing in the market place.


INNOVATION:

With the expansion of the internet community to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses and organisations establishing a coherent global online brand presence to meet their evolving business needs. It is often difficult to register a domain name in existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as Lundbeck who work across many different jurisdictions and geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party. Lundbeck has the ability to create second or third level domain names including the use of geographic names and possibly IDNs on demand which are relevant to its customer base, services and products. Lundbeck will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system providing greater consumer choice.




18(b)iii. WHAT GOALS DOES YOUR PROPOSED gTLD Have In Terms Of User Experience?


The proposed .lundbeck will provide positive user experience, which meets the changing and growing needs of the global internet community. Lundbeck will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by Lundbeck. Therefore, .lundbeck gTLD will:

- provide an easy and intuitive reference and access point for internet users;

- represent authenticity thus promoting user confidence;

- direct internet users to relevant information in a timely manner by creating domain names on demand;

- use geographic names to localise its websites to connect with internet users in the relevant regions and to comply with local laws;

- enhance security and minimise security risks by implementing necessary technical and policy measures;

- strengthen brand reputation and user confidence by eliminating user confusion; and

- prevent potential abuses in the registration process reducing overall costs to businesses and users.


The .lundbeck gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes. Although the current system allows an eligible party to lodge a claim through existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .lundbeck gTLD will reduce potential abuses in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately contribute towards promoting ICANN’s core values in benefiting the public interest.




18(b)iv. PROVIDE A COMPLETE DESCRIPTION OF THE APPLICANTʹS INTENDED REGISTRATION POLICIES IN SUPPORT OF THE GOALS LISTED ABOVE.


The proposed registration policy is attached in response to Question 28.

Only Lundbeck will be eligible to register domain names in .lundbeck. The domain name registration processes will address the requirements mandated by ICANN, including rights abuse prevention measures.




18(b)v. WILL YOUR PROPOSED gTLD IMPOSE ANY MEASURES FOR PROTECTING THE PRIVACY OR CONFIDENTIAL INFORMATION OF REGISTRANTS OR USERS? IF SO, PLEASE DESCRIBE ANY SUCH MEASURES.


Lundbeck is committed to protection of privacy and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user’s confidential information, including the Danish legislation on Processing of Personal Data Act no 429 of May 31 2000 (Denmark) and implementing Directive 95⁄46⁄EC of 24 October 1995 (EC) on the protection of individuals with regard to the processing of personal data and on the free movement of such data as well as the privacy legislation applicable in the countries in which Lundbeck is operating.


Lundbeck has also implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. Lundbeck’s privacy policy includes provisions regarding:

- collection of personal information: Lundbeck only collects personally identifiable information such as names, addresses and email addresses when this is provided voluntarily and consent is specifically provided by the internet user. Further Lundbeck does not collect any personally identifiable data from any person it knows to be under the age of 18;

- use of personal information: personal information will only be used in connection with the purpose as requested and agreed to by the internet user, such as email notifications, orders or visitor feedback, and will be deleted when Lundbeck is finished processing the information for the stated purpose;

- access to personal information: internet users can request access to his⁄her personal information at any time and to have such information deleted or modified; and

- Disclosure of persona information: Lundbeck will continue to respect its customers’ and internet users’ privacy and will only disclose any personally identifiable information to a third party by obtaining prior consent from relevant individuals.


As the .lundbeck gTLD will only be available to Lundbeck, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. Lundbeck will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status, registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, Lundbeck will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

Lundbeck will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Lundbeck and its users interacting with Lundbeck online. DNSSEC provides additional security by validating information in the transmission, therefore it is intended to benefit those who publish information in the domain name system (DNS) and the users who retrieve information from the new .lundbeck gTLD. Lundbeck already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include: security policies and procedures to protect sensitive information, awareness activities and training for employees on how to handle sensitive information, tools and guidance to help employees protect confidential information.

Lundbeck will continue to apply all security measures currently implemented and will comply with all other policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .lundbeck domain space.




18(b)vi. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.


During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. However, over time, it is foreseen that communication to the internet community of the existence of the proposed new gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.

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