WHITE PAPER

New Domain Name, Dotmobi, to be Issued

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The Internet now has taken a place in all of our lives. As this technology quickly shifts from computers to mobile devices, the demand for online information 24/7 on multiple devices is expected to grow exponentially. Conveniently reaching the new sites created specifically for mobile content spurred the need for additional domain names.

The Internet Corporation For Assigned Names and Numbers (ICANN) is the organization charged with managing domain names worldwide. They have recently issued the .mobi domain to be used for Web content and sites designed specifically for mobile device users. To avoid the “land rush” associated with past domain names, the organization has instituted a staged approach to registering new .mobi addresses. We think everyone should consider registering key domain names for the products, companies or services that they may offer a multimedia mobile phone user.

Overview
The dotmobi (.mobi) domain intends to connect mobile users with the vast amount of currently inaccessible Internet content. This is expected to significantly increase the data RPU for mobile operators.

It is expected that operators and manufacturers will automatically enable .mobi domains to become a default name to search on mobile devices. This feature should increase the use of mobile devices for Web searches.

Only 36% of multimedia phone owners used their phones to browse their operator’s portal in 2004, but that figure jumped the next year. In 2005, 56% used their phones to browse, but they only did so once per month. That’s a massive missed opportunity. For anyone that has tried to type in domain names on a cell phone, the effort is often greater than the results. Dotmobi domains and standards will make Internet access from mobile devices a consistently easier experience.

Anyone who has watched the speed and comfort with which a teenager sends a text message on his or her cell phone can only imagine what expectations these teenagers will have as they become the adult customers of tomorrow. If you market to teens, the expectation is already there!

The dotmobi domain opens up the door to a massive new audience – the mobile Internet user. In fact, more people around the world have access to an Internet-ready mobile device than a PC with Internet access. Having a way to reach them makes your business global. Anyone, anywhere, with mobile Internet access, can be your customer. Dotmobi is your powerful new commercial opportunity. It’s made for mobile. It’s designed to make your business simple to represent, browse, and do business with - from a mobile phone.

If you have browsed a Web site using a cell phone, it won’t take long to realize that most Web sites do not have content that is user-friendly for the small screens and limited downloads. The formats for standard Web browsers are not friendly to the various browsers built into the mobile devices. In addition to providing the new domain names, dotmobi will publish a set of style guides known as the dotmobi Switch On! Guides to ensure a positive user experience for those accessing the Web on a mobile device. This initiative should help everyone build content and applications that perform well on mobile devices.

Style guides act as a guideline and reference for domain holders (registrants) when building the content and services associated with their domain. Style guides are composed of mandatory rules, highly recommended best practices and optional best practices. Compliance with mandatory rules is one of the terms and conditions of using a dotmobi domain. Style guides will be published for a range of domain service types, starting with the Browsing Style Guide, which covers Web browsing interaction.

Firms such as ours will adopt these best practices and design content specifically for the mobile environment. To accomplish this, planning will need to take place early when developing future Web sites. If content is expected to be delivered to both standard Web browsers as well as mobile browsers, consideration will need to be given to the development environment and database structures early in the process.

How are new dotmobi domain names obtained?
To receive a dotmobi address, you must apply in a fashion similar to obtaining other Web addresses. Brady Communications can register the name on your behalf or you can apply directly. Unlike past domain names, the dotmobi process has different registration dates as the process moves from trademark holders to the general public. This is important and helps limit “squatters” who register names and then try to sell them back to companies.

What is the Sunrise Registration period?
The Sunrise Registration is an exclusive period of time prior to general registration when the owners of intellectual property, such as trademark holders, have an opportunity to register their desired names in the .mobi top-level domain. It is a service provided by the dotmobi registry to protect the rights of the owners of intellectual property. Sunrise Registration runs from June 12 to Sept. 22, 2006. If you have a trademarked product or service that you believe would benefit from content specifically designed for mobile devices, we recommend you contact us or register the name during this exclusive period. After the Sunrise period, the general public is permitted to register any unregistered names.

Sunrise requirements & restrictions
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 (Date must be before July 11, 2005.)
Date of granting of trademark

General registration
If there are dotmobi names that would be applicable to your business but are not under trademark protection, you should plan to register them on or soon after Sept. 23 to improve your chances of receiving the domain name.

Using your new .mobi address
You do not need to use the address immediately and can hold it until you are ready to post content formatted specifically for mobile devices.

This White Paper was produced by Brady Communications. To learn more about this subject, contact us or visit our Web site at www.bradycommunications.com for helpful information about marketing communications.