.MOBI unleashes standard format for initial mobile web navigation

Up until now there's been no way to know exactly what the URL was for the mobile version of a website. There may be a bunch of redirect or handset detection magic that happens, but in the end URLs are all over the place and just plain hard to remember. Examples from some of the most popular mobile sites in the US:

.MOBI will give users something they’ve been desperately needing in the mobile web: A standard navigation scheme. Now users can guess “cnn.mobi” or “yahoo.mobi” or “myspace.mobi” and KNOW that their phone isn’t going to return gibbersish at them, or put up with excruciatingly long and expensive downloads.

This also gives content owners a global mobile address standard to invest in knowing that .MOBI is backed by major players in the mobile world, like Google, Microsoft, Ericsson, GSM Association, Hutchison, Nokia, Orascom Telecom, Samsung Electronics, Syniverse, T-Mobile, Telefónica Móviles, TIM and Vodafone. These investors are serious about bringing a much better and consistent mobile browsing experience to all users no matter what device they may be using.

It is predicted to usher in a wave of creativity and content for the mobile web as developers and content owners (no matter how large or small) will be able to bypass the “walled garden” that exists now among the major carriers. They will be able to advertise and distribute their content directly to mobile web users around the world. Their content will likely be searchable on major search engines as well.

It is also likely there will be a wave of professional domain name portfolio investors (not cybersquatters) who will understand the tremendous traffic opportunity and rush to register generic names. There will also likely be the usual wave of nefarious cyber squatters as well, but .MOBI will deal with them through WIPO dispute resolution procedures. Nevertheless you should not put off making plans to protect your trademarks and future mobile web marketing plans by not registering desired names.

.MOBI Rollout Plan Overview

.MOBI launches in May with a Sunrise Registration Period open to trademark holders. In late August, the General Registration Period will follow. This period is open to the public and continues indefinitely.

Iron Mountain is an accredited .MOBI registrar.

Sunrise Registration

The Sunrise Registration is an opportunity for trademark holders to register their trademarks as .MOBI names. This is divided into two time periods:

— Limited Industry Sunrise

On Monday May 22, 2006 the mobile industry will have an opportunity to register their trademark names as .MOBI domain names. The mobile industry has been defined by .MOBI and consists of companies that are members of mobile industry organizations such as CTIA, CWTA, GSMA, MEF and MMA. This Limited Industry Sunrise continues until Monday May 29, 2006.

— Trademark Sunrise

Monday June 12, 2006 is the start of the Trademark Sunrise when all other trademark holders can register their trademark as .MOBI domain names. Trademark Sunrise continues until Monday August 21, a period of 70 days.

Trademark owners will have to provide the following information when registering their names during the Sunrise Registration Period

Trademark name (must be three or more ASCII characters)
Trademark identification number
Date of Trademark application (this date must be before July 11th 2005)
Date of granting of trademark
Country of trademark registration

.MOBI’s systems and processes have been designed to make the application as easy as possible however it will not be possible to process incomplete registrations. It is up to each applicant to ensure that the information provided is both complete and accurate.

.MOBI will randomly verify a trademark owner's documents during this period. Domain names can be composed of ASCII characters identical to the textual or word elements of the mark only.

General Registration

Beginning on August 28, .MOBI registration is open to everyone. This General Registration continues indefinitely. General Registration commences with a short two week registration period known as Landrush when desirable .MOBI domain names may be registered at a premium price.

Want to know more, get pricing or submit applications for your desired names?

View our Archived Web Seminar: Establishing Mobile Internet Presence in the new .MOBI Domain Extension by going to http://www.ironmountain.com/ipm/resources/ or contact your Iron Mountain Domain Management Client Service Representative.