.mobi (also known as DotMobi) is a top-level ___domain approved by ICANN and managed by the mTLD global registry dedicated to delivering the Internet to mobile devices via the Mobile Web. It is financially backed by Google, Microsoft, Nokia, Samsung, Ericsson, Vodafone, T-Mobile, Telefónica Móviles, Telecom Italia Mobile, Orascom Telecom, GSM Association, Hutchison Whampoa, Syniverse Technologies, and VISA.[1][2]
| .mobi | |
| Introduced | 2005 |
|---|---|
| TLD type | Sponsored top-level ___domain |
| Status | Approved |
| Registry | Mobi JV (Mobi TLD) |
| Sponsor | Nokia / Vodafone / Microsoft / Afilias |
| Intended use | Sites intended for mobile device use |
| Actual use | Began to be available for use in 2006 |
| Registration restrictions | Adherence to mobile-compatibility style guidelines can be enforced by challenge process |
| Structure | Direct second-level registrations are allowed; selected generic second level domains, such as weather and music, are reserved for distribution in an equitable manner which may include auction |
| Documents | ICANN New sTLD RFP Application; ICANN sponsorship agreement |
| Dispute policies | UDRP |
| Registry website | MTLD |
Operation of .mobi
DotMobi ___domain names were made available for public registration on September 26, 2006. Although introduced quite recently, .mobi has already made headlines with several 6-figure ___domain sales, including Flowers.mobi for $200,000[3], Sportsbook.mobi for $129,800[4], and Fun.mobi for $100,000[5], possibly indicating the confidence developers have in this young extension. It has also had its share of criticism due to allegedly breaking the principles of device independence. Some argue that providing content tailored to particular devices can and should be done by other means than a specific TLD, such as using hostnames within an existing ___domain, content negotiation through the HTTP protocol, cascading style sheets or other forms of adaptation.
Additionally, some have pointed out that "mobi" is an unfortunate choice for mobile phone text entry interfaces, requiring ten keystrokes in many common setups, compared to seven for "com", or what could have only been three if the more apt "wap" was used. However, there is a possibility that mobile phone manufacturers will default their mobile internet browsers to .mobi or that predictive-text input features will reduce this to one keystroke, either of which would effectively eliminate this issue.[6]
Responding to criticism, .mobi engaged with the W3C Mobile Web Initiative (MWI) to help formulate the MWI Best Practices for mobile content. The practices outlined a number of ways to achieve good user experiences on mobile Web-enabled devices, and recognized several methods of implementing these practices.
mTLD has released a free testing tool called the MobiReady Report to analyze the mobile readiness of website. It does a free page analysis and gives a Mobi Ready score. This report tests the mobile-readiness of the site using DotMobi's recommended best practices.
Free authoring tools can be utilized to create mobi-compatible sites. mobi Site Galore is a free browser based tool that guarantees a fully standards compliant mobile website.
There are technical solutions that provide this today: compressing/downsampling proxy servers and microbrowsers, like Opera Mobile, which can tailor any website to small display (using Small Screen Rendering technique). However, these browsers must still download an entire page (with graphics and other related files) which, if not optimized for mobile phones, can be time-consuming and expensive to download. To improve the latter issue, the two adaptation techniques can be used together. This is the idea behind proxy-based microbrowsers like Opera Mini that download the optimized and compressed version of web pages through dedicated proxy servers. However, web pages viewed on a mobile via a proxy-based microbrowser are rarely specifically designed for a mobile phone, so it is left up to the proxy server and browser to decide what to compress, what to display, and how to display it, which, unlike the .mobi version of the site, may not necessarily be how the web page owner intends for the mobile audience.
There are also specialized content adaptation solutions, that typically operate on a server, where they employ specialized adaptation techniques to provide optimized representations of Web sites to mobile devices regardless of what browser they use. However, .mobi eliminates the intermediary step of having to adapt content for mobile phone as the sites are specifically designed for viewing on a mobile phone.
The W3C is also developing new authoring languages, such as DIAL the Device Independent Authoring Language, which aid authors in creating Web sites that can be used on the huge variety of mobile devices available today. Some adaptation solutions already support the use of DIAL and similar languages in creating sites that can be used with .mobi ___domain names. Other open source initiatives include WURFL which addresses the problem with a large database of browser identification strings.
The .mobi organization does not itself mandate any particular technology, but does require that .mobi sites produce user experiences consistent with their guidelines and specifically optimized for mobile phones.
Advantages of .mobi
Since 100% of .mobi sites must be optimized for viewing on a mobile phone, the main advantage of .mobi, from the users' perspective, is that they are guaranteed a site optimized for their smaller screens. Although a .com or any other extension can be optimized for mobile phones, in practice, only a fraction of them are, thus necessitating content adaptation solutions.
Disadvantages of .mobi
dotMobi risks creating 2 separate "Internets", one PC-based and the other mobile-based, which risks creating redundant content, unless developers using .mobi domains use scripts such as WURFL to detect PC users and automatically forward them to a PC-optimized version of their site.
Sponsors of .mobi
dotMobi is backed by mobile network operators, mobile phone manufacturers, and Internet search and content providers including Google, Microsoft, Nokia, Samsung, Ericsson, Vodafone, and T-Mobile.
| "Google is pleased to support mTLD in setting the standards that will define the future of mobile content, and most importantly, improve the experience of our users. Creating one mobile ___domain encourages content that is designed and optimized specifically to help users navigate the unique environment of the mobile world." | |
| Microsoft | "Ultimately, dotmobi will enable users to find predictable content and services from the businesses that provide them. This will have a major and significant impact on both the mobile and internet industries." |
| Nokia | "Establishing dotmobi is an important milestone. Forming the joint venture company has helped to formalise the work that has been put into the initiative, and we look forward to seeing dotmobi domains benefit all mobile users." |
| Samsung | "Samsung believes that mTLD will enhance the mobile users' internet experience by providing a mobile friendly ___domain .mobi. We fully support and want to deliver beneficial products/service to the consumers in the mobile industry. By being a part of mTLD, Samsung believes that these goals can be achieved." |
| Ericsson | "A mobile top-level ___domain will bridge the gap between the internet and the mobile users, making content more mobile user friendly. The .mobi ___domain will simplify the Internet experience using mobile devices. By working across industries, dotmobi will cater for a continuous growth in mobile data and help bringing enriched services to mobile users." |
| Vodafone | "Vodafone has been a keen supporter of the dotmobi initiative from the very beginning. This new sponsored top level ___domain will greatly increase the use and discoverability of mobile Internet content and dotmobi sites will guarantee a high quality experience when accessing the Internet from mobile devices. The dotmobi ___domain will further fuel the growth of the mobile Internet, with more content and service offerings available around the world. This is a great step forward for the mobile Internet and will significantly enhance the consumers’ mobile experience overall." |
| T-Mobile | "T-Mobile is pleased to see the mobile Top Level Domain significantly gain support across mobile and media industries and to take an active role in developing and shaping best practices for using the Internet on the move. As we are continuously committed to deliver simple and reliable products to best serve our customers, we encourage the adoption of the .mobi namespace in the mobile environment to leverage a compelling mobile experience. We are going to leverage .mobi within our Web'N'Walk and Office in Your Pocket strategy." |
| Telefónica Móviles | "Telefonica Moviles has joined mTLD to promote the mobile ___domain dotmobi and the actions that from mTLD will be carried out to support internet community to enter in the mobile world. We strongly bet for .mobi as an efficient way to stimulate the creation and the utilizacion of internet services from the mobile." |
| Telecom Italia Mobile | "There are one billion internet users and almost two billion mobile users. Dotmobi will revolutionize the use of Internet via mobile devices, it will be the first choice destination for mobile internet. It is a great opportunity." |
| Hutchison Whampoa | "Hutchison believes that the development of .mobi represents an important stepping stone to tailoring mobile friendly internet content and services to customers needs. We believe that .mobi will play an important part in improving the customer experience and drive mobile data and content use." |
| Syniverse Technologies | "As part of the joint venture mTLD Top Level Domain, Ltd., Syniverse is committed to driving development in the mobile data industry. We look forward to working closing with mobile operators and other business partners in the industry to make mobile content ubiquitous and easy to use on a global basis." |
Equitable Allocation of Premium Names
mTLD has compiled a list of approximately 5,700 commonly used words and phrases that have been set aside for equitable allocation other than in the traditional first, come, first-served basis. This is to 1) create a more level playing field in the allocation of these names, 2) increase the likelihood that these ___domain names will more promptly provide the mobile community with new features and services, and 3) preserve the stability and security of registry operations.[8] mTLD will be allocating these premium names via auction and Request for Proposal (RFP) processes on a quarterly basis through 2008. The process was approved by ICANN with input from mTLD's Policy Advisory Board and WIPO. Disputes that arise over .mobi ___domain names can be filed and administered by the National Arbitration Forum. Disputes are decided by one of 147 experts on the National Arbitration Forum's intellectual property panel.
Reserved Names
In connection with the roll-out of the .mobi top level ___domain, dotMobi has reserved names ([9]) as per its contract with ICANN. These terms include dotMobi terms, other TLDs, emergency numbers and geographic names. The first geographic .mobi ___domain to be released was Helsinki.mobi.[9]
Examples of .mobi sites
Several large and well-known companies have created .mobi versions of their sites specifically for mobile phones. These include cnnmoney.mobi, businessweek.mobi, bmw.mobi, nba.mobi, msn.mobi, and banking.mobi. More examples of .mobi sites can be viewed on mTLD's showcase.