The top-level domain (TLD) .AUSPOST is a highly specific domain used primarily by Australia Post, the major postal organization in Australia. Establishing such specific TLDs is common for many corporations and organizations around the world. They function to facilitate direct access to relevant information for customers and affiliates through a simple, emblematic URL.
Australia Post is the corporation that delivers postal services in Australia, like USPS in the United States or Royal Mail in the UK. When Australia Post decided to opt for a branded TLD, it was primarily an endeavour to streamline its online presence and customer interaction. Nowadays, the .AUSPOST is used as the primary web address for Australia Post, hosting the vast majority of the organization’s online services.
Branded TLDs like .AUSPOST can deliver numerous potential benefits to corporations. Notably, they offer the opportunity to present a united brand identity across online platforms, creating brand consistency and high levels of customer trust in the process. They also provide URL security against phishing or cybersquatting attempts due to their controlled nature, which aids in the creation of a secure online space for customers (source: CircleID, “Why Big Brands are Moving to Their Own Web Extensions”).
In the specific example of .AUSPOST, it was delegated to Australia Post by the Internet Corporation for Assigned Names and Numbers (ICANN) in 2015 as a part of ICANN’s programme to expand the number of generic top level domains (gTLDs). This program aimed to enrich the namespace of the internet by allowing more organizations to create custom TLDs, leading to a surge in application for new gTLDs by businesses across various sectors (source: ICANN, “New Generic Top-Level Domains”).
Moreover, various other organizations in Australia have a similar arrangement. For instance, the Commonwealth Bank of Australia uses .cba, while Monash University uses .monash. This mirrors patterns seen globally, with major corporations such as Google using .google, Barclays using .barclays, and BMW using .bmw (source: Authentic Web, “Brand TLDs vs .com: Why the World’s Biggest and Brightest Brands are Turning to Their Own Web Address”).
In summary, the TLD .AUSPOST is part of a larger global trend of companies and organizations moving towards branded TLDs for the benefits they offer in terms of streamlined branding, enhanced security, and direct customer access. It represents a substantial development in the way companies manage their online presence and interact with their customers.
