Google has launched a new Web domain - .soy - that is intended for members of the Hispanic community, touting it as the "place for Latinos online."
The Mountain View, California-based tech giant says .soy (Spanish for "I am") offers Hispanic consumers, brands, and publishers "a place to build, create and share culturally relevant Web content."
Hispanic Heritage Fund, Ella Institute, the Republica agency and Latism are among the organizations that have already switched to the .soy domain.
"It's a domain that is focused on the incredibly large U.S. Hispanic market and caters to both individuals and brands," Jorge Plasencia, co-founder, chairman and CEO of Republica, a Miami-based cross-cultural advertising and communications agency, told Efe Friday.
"As Hispanics, our identity is so important that when Google announced this initiative we didn't hesitate to become partners in its launch," he added.
"There's .com, .net., .org and now we have a domain that represents us and celebrates our Hispanic community," the executive, whose company switched from .net to .soy, said.
Google also has created a Web site - located on the Internet at iam.soy - to provide information about the new domain and the companies that have adopted it, as well as allow businesses and individuals to search for an available domain name and buy it from a registrar.
"We have the numbers (55 million, the United States' largest minority group) but (businesses) need to reflect on what they're doing to reach this big market," Plasencia said.