The top-level domain (TLD) “.yandex” is associated with the Russian multinational company, Yandex. It was custom created for the company in a process called the “New gTLD Program” by The Internet Corporation for Assigned Names and Numbers (ICANN). The New gTLD Program expanded the domain naming system by allowing organizations to apply for custom TLDs rather than just using the common ones like .com, .org, etc. (source: ICANN).
ICANN is the body responsible for coordinating the internet’s address system, and they are the ones who review, approve, and ultimately implement new TLDs. As per their records, Yandex applied for the “.yandex” TLD in 2012, and it was delegated to them later in November 2014. The purpose of this domain, as declared in their application with ICANN, is to enhance Yandex’s online presence and provide a platform for its online services (source: ICANN).
“.Yandex” is known as a Brand TLD or “.Brand.” These types of domains are sought after by organizations wanting to have a greater level of control over their name and brand on the internet. A .brand offers benefits such as better brand protection, improved trust and assurance for customers, the opportunity to shorten or create more intuitive URL structures, and increased brand marketing and visibility (source: Neustar).An example of its application could be like using “mail.yandex” for their email service instead of “mail.yandex.ru” or “mail.yandex.com.” Yandex has not yet used this domain extensively, and it may be that they are holding this primarily for brand protection. However, should they decide to better utilize this top-level domain, they could do so whenever they see fit, such as by aligning with the launch of new services or rebranding existing ones to reinforce the Yandex brand.
These custom TLDs are part of a wider ongoing evolution of the internet. Most people are accustomed to the traditional TLDs like .com, .org, .net, etc. But as time progresses, many more of these “.brand” TLDs will start popping up. The “.yandex” TLD is just one small piece of this larger picture. And while it might not be extensively used yet, the fact that Yandex has secured its “.brand” TLD signals that the company is future-oriented, thinking ahead to ensure their brand’s place in the evolving digital landscape.
Sources:
ICANN: “New gTLD Program“
ICANN: “YANDEX, LLC’s application“
Neustar: “Why Big Brands are Getting Their Own Top-Level Domain”
