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What is .mobi?
.mobi is a new sTLD for the use in the mobile community. mTLD Top Level Domain Ltd., a joint venture, (see below for list of investors) has applied to ICANN to propose a new sponsored TLD, .mobi. Approved by ICANN, .mobi is expected to begin the Sunrise Period in Early 2006.
What are the benefits of .mobi?
.mobi will be geared towards users of mobile enabled devices (cell phones, PDAs, etc.). As such, .mobi websites are expected to be simplified for ease of use and viewing on mobile devices. Further attributes of the .mobi sTLD include personal names (e.g. User_name.name.mobi) and location-based services (e.g. NewYork.news.mobi) utilizing the .mobi sTLD.
Why should I register a .mobi name when/if it becomes available?
There are now over 1.5 billion cellular subscribers and those numbers are only expected to rise. The sTLD .mobi is specifically proposed for the benefit of those subscribers. .mobi, if approved, will come to be known as the TLD for mobile devices. If your business wants to reach out to mobile subscribers, .mobi is an excellent opportunity to stand out, as the nature of the sTLD is specifically intended for them. As many companies were beaten in the rush to acquire desired .com domain names, the .mobi sTLD is a new channel to differentiate your business from the sea of .coms and .nets and to protect your brand name. Consumers will also be able to register a .mobi domain name for personal uses.
Sunrise Period
There will be a .mobi Sunrise Period starting in early 2006. This will give trademark owners, with trademarks applied for prior to March 10, 2004, a chance to register their trademarks in the .mobi sTLD on a first come, first serve basis. mTLD Top Level Domain Ltd. will require documentation of the trademark. Trademark owners may choose to register and use the .mobi domain name or simply register to protect their brand from ownership by another.
First Come, First Served Registrations
After the completion of the .mobi Sunrise Period, which is expected to last approximately 90 days, .mobi registrations will be available on a first come, first served basis. At this time, mTLD Top Level Domain Ltd. is going to allow registrations of generic terms and geographical locations during the first come, first served registration period.