.mobi - Branding the Mobile Internet


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The recently launched .mobi extension is the first top-level domain dedicated exclusively to delivering the Internet to mobile devices. With more than two billion mobile phones are in use world wide, .mobi has the potential to bring your website to millions more consumers than the conventional desktop computer.
By guiding mobile users to made-for-mobile Internet content, .mobi intends to standardize Internet use on mobile devices, making it more consistent and convenient. This presentation reviews and discusses the growth of the mobile Internet; .mobi standards and compliance policies; trademark considerations; and opportunities for branding your business and reaching new customers via the mobile web.

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.mobi - Branding the Mobile Internet

  1. 1. Cybele Negris Co-Founder & COO .MOBI Branding the Mobile Internet
  2. 2. <ul><li>The Webnames.ca Story </li></ul><ul><li>The Domain Name Landscape </li></ul><ul><li>What is .MOBI and why is it important? </li></ul><ul><li>What does .MOBI solve? </li></ul><ul><li>How does .MOBI solve the problem? </li></ul><ul><li>What .MOBI doesn’t solve </li></ul><ul><li>How has the industry reacted to .MOBI? Critics; Uptake </li></ul><ul><li>Why .MOBI matters to you? Opportunities? </li></ul><ul><li>Q & A </li></ul>
  3. 3. Webnames.ca’s Story <ul><li>7 years later, Webnames.ca offers a lot more than .ca…. </li></ul><ul><li>.CA Registry - John Demco, free .ca </li></ul><ul><li>Grew to 30 people in 4 months (2000); $2.5 million 1st year </li></ul><ul><li>20th anniversary May 14, 2007 – mark your calendars </li></ul>
  4. 4. Domain Names to Internet Solutions
  5. 5. Domain Names to Internet Solutions
  6. 6. Our Website
  7. 7. Our Website on .MOBI
  8. 8. The Domain Name Landscape 120 million domains worldwide (2006: TLD up 32% ccTLD up 31%) Source: Zooknic.com
  9. 9. ccTLDs 43.7 million country code domains in 240 extensions globally Top 10 (see right) account for 64% .ca at 800,000 1 million by year end
  10. 10. What is .MOBI? <ul><li>designed to guide mobile users to made-for-mobile Internet content </li></ul><ul><li>the first – and only – top level domain dedicated to delivering </li></ul><ul><li>the Internet to mobile devices. </li></ul><ul><li>Backed by Internet and mobile industry giants: </li></ul>
  11. 11. So why now? <ul><li>Mobile phones poised to overtake PC’s as dominant Internet platform in some markets. (2006 Ipsos: The Face of the Web Study) </li></ul>
  12. 12. So why .MOBI? Mobile devices outnumber PCs by 4 to 1 (and growing)
  13. 13. So why .MOBI? More mobile devices than PCs and TVs combined worldwide
  14. 14. So why .MOBI? <ul><li>Cellphone users who already access Internet content </li></ul><ul><li>75% Japan ( 69 million people) </li></ul><ul><li>14% UK; </li></ul><ul><li>10% US; </li></ul><ul><li>7.6% France; </li></ul><ul><li>3.2% Germany (M:Metrics Seattle cellphone market research) </li></ul><ul><li>Households with at least 1 mobile phone </li></ul><ul><li>Urban Asia 90% </li></ul><ul><li>Western Europe 80% </li></ul><ul><li>US 75% </li></ul><ul><li>Canada 60% </li></ul>Growth of mobile surfing: over 35 age group not young males (usual early adopters for new technology) Mobile surfing becoming mainstream Demand for mobile compatible content
  15. 15. So why .MOBI? This is “Mobi Dick”…he’s waiting for a regular non-mobile compatible .com site to come up on his PDA…
  16. 16. So why .MOBI? All other domains optimized for PC (17 inch screen & broadband connections) if you try to access on a hand-held mobile device with a 2 inch screen: <ul><li>Takes long time to load or not accessible at all (leads to $$$$ mobile bills) </li></ul><ul><li>Poorly formatted pages </li></ul><ul><li>Can’t login </li></ul><ul><li>Can’t navigate </li></ul><ul><li>Inappropriate or excessive content </li></ul>
  17. 17. Webnames.ca Webnames.mobi emulator.mtld.mobi
  18. 18. What does .MOBI solve <ul><li>Content issues: </li></ul><ul><li>.MOBI site is not a shrunk down version of regular site </li></ul><ul><li>Whole page fits on 2 inch screen </li></ul><ul><li>Navigation works </li></ul><ul><li>Fast to load </li></ul>
  19. 19. How does .MOBI solve the problem 3. No frames 2. No need for “www.” eg. http:// www.yourdomain.mobi or http:// yourdomain.mobi Technical requirements for .MOBI sites: Registry tests all .mobi domains every 90 days <ul><li>coded in XHTML Mobile Profile This standard works across all networks and providers </li></ul>
  20. 20. What .MOBI doesn’t solve <ul><li>The Technology Issues: </li></ul><ul><li>Most cellphones still without QWERTY keyboard </li></ul><ul><li>Speed – Mobile phones are slow and come nowhere near ADSL and cable connections. HSDPA (High-Speed Downlink Packet Access) not readily available to consumers outside of Asia and still slower </li></ul><ul><li>High network costs – few “all you can call/surf” packages available outside of Asia </li></ul>
  21. 21. The Critics “ .mobi isn’t necessary” – you can have a mobile site without .mobi, eg. http:// wap.oa.yahoo.com ; http://google.com/xhtml ; http://proxy.espn.go.com/wireless/espn Browser Detection can redirect to a .mobi site for those coming to .com site on a mobile device The Compromise Browser Detection Technology – use single URL (say .com) and depending on whether user is on PC or mobile device then serve the right page
  22. 22. What’s the uptake? .MOBI general registration launched Sept 2006 218,000 – Oct 31 2006 400,000 – Mar 5 2007 (estimated 25,000 operational or 6%) Vs .COM 100K in first 10 years (1985-95) (estimated 63% operational)
  23. 23. Should you register a .MOBI? If you don’t offer mobile compatible content, your competitor will Remember: Mobile surfing is mainstream
  24. 24. What does .MOBI have to do with me? <ul><li>Buying ringtones most popular now </li></ul><ul><li>Current payment methods enabling m-commerce: </li></ul><ul><li>premium-rate calling numbers, </li></ul><ul><li>charge mobile phone user's bill or </li></ul><ul><li>deduct from calling credit </li></ul><ul><li>Future -Voice recognition, secure credit card payments </li></ul>Emergence of M-commerce – mobile commerce Selling products/services through mobile
  25. 25. Most big companies already protected their trademarks and brands BMW, Google, Pepsi, you name it, they have it… Trademark and Brand Protection small cost of a 1-year registration (launched Feb 12/07) cheaper and easier than UDRP or litigation What does .MOBI have to do with me?
  26. 26. Domainers Entrepreneurs …. Buy (for $25) and resell domains for profit. Families.com $650K Portfolio of 400 .ca’s sold for $2.5 million T.R.A.F.F.I.C. Florida Oct/06.   Flowers.mobi $200K Fun.mobi $100K Celebs.mobi others $100K Gossip.mobi Hot.mobi Laugh.mobi Party.mobi Stockquotes.mobi. Wow.mobi T.R.A.F.F.I.C. Vegas Mar /07.   Airfare.mobi $11K Cam.mobi $10500 Casinos.mobi $52K Creditscore.mobi $6500 Directions.mobi $19K Eat.mobi $6700 Loancalculator.mobi $1500 Models.mobi $7500 Musicvideos.mobi $16500 Pics.mobi $23K Pizza.mobi $21K Realestate.mobi $85K singles.mobi $41K
  27. 27. Domainers <ul><li>Mystery domainer in HK sold portfolio -$164 million </li></ul><ul><li>Venture capitalists getting in the game! </li></ul>.MOBI relative new so lots of good names available <ul><li>Domain Monetization…Buy and monetize on traffic </li></ul><ul><li>Buy a domain and park it </li></ul><ul><li>Advanced analytics match ads to traffic </li></ul><ul><li>Pack page with pay-per-click google/yahoo ads </li></ul><ul><li>Earn money while you sleep </li></ul>
  28. 28. Developers <ul><li>Ready.mobi – Free page analysis and “ Mobi Ready score” tests the mobile-readiness of your site </li></ul>Dev.mobi – <ul><li>Free online developer training course </li></ul><ul><li>Developer Guide (requirements & best practice) </li></ul>
  29. 29. Developers showcase Weiwei.mobi
  30. 30. <ul><li>“ Oscars of the Internet” (New York Times) </li></ul><ul><li>excellence on the Internet </li></ul><ul><li>-Websites, interactive advertising, online film and video </li></ul><ul><li>- Webby Mobile Awards – Nov 28/06 launched </li></ul><ul><li>three categories: </li></ul><ul><li>Listings & Updates, </li></ul><ul><li>News & Entertainment </li></ul><ul><li>Mobile Marketplace, (m-commerce) </li></ul>
  31. 31. <ul><li>What is .MOBI and why is it important? First domain geared for viewing websites on mobile devices. Mobile surfing mainstream leads to demand for mobile compatible content; Fast to load; Fits 2 inch screen; navigation works. Saves time/money </li></ul><ul><li>What does .MOBI solve? Content issues; universal standard works across all mobile networks & providers </li></ul><ul><li>How does .MOBI solve the problem? Technical requirements (Xhtml MP, drop www, no frames) ensure .mobi sites work on mobile devices </li></ul><ul><li>What .MOBI doesn’t solve? QWERTY, hardware speed, network costs </li></ul><ul><li>What’s the uptake? A respectable 400K </li></ul><ul><li>What does it have to do with you? Opportunity to get in early. Register to reaching wider audience on the go, m-commerce, brand & TM protection, domaining- buy/sell & monetizing on traffic, opportunity & training for developers </li></ul>
  32. 32. Webnames.ca Booth 185 Drop your business card here for a free 1-year .MOBI Includes mobile compliant parking page (or other extension)