.pfizer

18.1 Mission and Purpose of .PFIZER

The intended future mission and purpose of the .PFIZER gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Pfizer Inc. ("Pfizer"), qualified affiliates, licensees or partners, for its consumers. Pfizer will be the entity to file this application and bring the .PFIZER gTLD to market. Although Pfizer is committed to moving forward with the .PFIZER gTLD application, at the time of filing this application there has not been enough time, and currently there is not enough market information available, to fully analyze and evaluate all potential use case options.

Pfizer will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Pfizer's online strategy as a leading global pharmaceutical provider with operations in the following segments:

CONSUMER-FACING WEBSITE (PFIZER.COM): Pfizer has been operating Pfizer.com since 1992. Now, the site serves as a trusted source of important news and information regarding Pfizer's products and their safety. Through Pfizer's website, consumers are unable to purchase products (as this requires a prescription from a medical professional depending on an individual's health conditions), but visitors will find valuable information regarding Pfizer's research and development projects, product safety and side effects, and general health and wellness. Additionally, Pfizer operates country-specific websites for millions of its global consumers, including but not limited to:

France (Pfizer.fr)
Canada (Pfizer.ca)
Germany (Pfizer.de)
Russia (Pfizer.ru)
Venezuela (Pfizer.com.ve)
China (Pfizer.cn)

MEDICAL PROFESSIONAL-FACING WEBSITE (PFIZERPRO.COM): Pfizer also operates PfizerPro.com, which the company has been running since 2006. PfizerPro.com is a website designed for licensed medical professionals that provides important medical news, drug information, and supply information, along with a number of educational materials. The content of this website is accessible only with an approved account.

1-800-PFIZER: By calling 1-800-PFIZER, consumers can speak with an expert regarding any questions or concerns they may have about Pfizer's products.

ANIMAL HEALTH SITE (PFIZERAH.COM): Pfizer's operations also include a variety of products dedicated to animal care for both companion animals and livestock. PfizerAH.com provides all visitors with extended information on common conditions found in a variety of animal species and the appropriate Pfizer products for treating each condition.

18.1.1 Pfizer Inc.

Pfizer is a leading global pharmaceutical corporation serving the wide-ranging needs of consumers, with more than 110,000 employees and offices in 46 different countries. Pfizer products are available for purchase only through pharmacies by customers with a prescription from a licensed physician, and Pfizer content is accessible in the .COM gTLD and the .CN, .CA, .FR, .EU, and .COM.VE ccTLDs, among others.

Pfizer intends to submit one gTLD application for the string .PFIZER.

18.1.2 POTENTIAL BUSINESS PLAN

Pfizer currently plans a four-stage rollout for its gTLD:

1. Stage One

The initial stage of implementation of the gTLD will involve Pfizer registering a limited number of .PFIZER second-level domain names.

This initial use will provide Pfizer's IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .PFIZER gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Pfizer staff to coordinate with the internal and external staff responsible for the application, delegation, and setup phases of the .PFIZER gTLD to ensure a proper transition from delegation to full operation.

2. Stage Two

Once all testing has been successfully completed, Pfizer will begin allocating domain names in .PFIZER for more widespread internal corporate use. During this same period of time, Pfizer will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to Pfizer's new family of gTLDs.

It is in Stage Two that Pfizer will evaluate expanding the operations of the gTLD to permit registration by other registrants, such as licensees or strategic partners. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three, and likely after the first three years of operation. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template Registry Agreement to ensure compliance with Pfizer's business model.

3. Stage Three

Depending upon the analysis of the evaluations undertaken in Stage Two, Pfizer may begin to implement the permanent migration of Internet traffic away from the TLDs in which Pfizer's domain names are currently registered, and toward the new Pfizer family of branded gTLDs. It is in this stage that Pfizer also may implement its decision to extend registration rights to licensees and strategic partners, depending upon compliance with Specification 9 as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Pfizer's existing domain name portfolio, internal analysis of marketing initiatives, and the fact that Pfizer will have full control over the number of registrations in the .PFIZER gTLD namespace, Pfizer is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

4. Stage Four

Based on its experience during the initial stages of operation, and based on its experience with any expansion implemented in Stage Three, Pfizer will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a broader class of licensees, and, potentially, customers of Pfizer. Pfizer anticipates that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary/affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .PFIZER gTLD by these or other business segments will also be driven by Pfizer's future business strategies as identified in its annual report and investor filings, see http://www.pfizer.com/investors/.

Utilizing current projections based upon Pfizer's existing businesses, future business plans, current domain name portfolio, and other strategic factors, Pfizer estimates second-level domain name registrations to be in line with the projections set forth in the financial template provided in the answer to Question 46 of this application.
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