Brand Names Target .Mobi Market

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Mobile phones have become a common presence in society all over the world, and big name companies have raced to secure their presence on the .mobi domain. The approval of the top-level domain called .mobi created a section of the Internet focused on providing a place for websites optimized for the small screens of mobile phones.

Brand Names Target .Mobi Market
Advertising To The Mobile Generation

Corporate interests in a variety of industries have moved to ensure their names in the .mobi world have been properly registered.

Domain information company Ipwalk cited registrar Dotmobi in commenting on the opening of the new domain to registrations. Within the first couple of hours, an assortment of high-powered brands had purchased their .mobi domain names.

“There is a trend among companies to go directly to the consumer,” said Alexa Raad, Dotmobi’s VP of marketing and business development, in an exclusive interview with Ipwalk. “They are opening up the gates, reaching consumers more efficiently. It’s all about channel building. These companies want to build their brands beyond the PC or the newspapers.”

Those brands include retailers like Wal-Mart and Target; media companies ESPN and Ziff-Davis Publishing; and luxury brands Rolex and Dolce & Gabbana. Internet companies, telecoms, and entertainment and media companies were able to register their .mobi names in May, ahead of the general trademark holders in other industries.

Securing the .mobi domains may be an exercise in trademark protection for many companies, rather than an indication that a race to provide content for mobile phones has just broadened greatly. Many millions of phones have versions of Opera’s mobile browsers installed, and those browsers have the technology to automatically reformat web content for the small screen on the fly.

Such technology may prompt companies to hold off on any full-scale mobile website development, if their existing sites already look acceptable on the small screen. They could choose to redirect a .mobi address to an existing dot-com website instead.


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David Utter is a staff writer for WebProNews covering technology and business.

Brand Names Target .Mobi Market
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