Mobile Getting .mobi Domain As Popularity Grows
As marketers are steadily moving into the mobile market and more and more sites are being built specifically for cellular phones and mobile devices, ICANN is approving new domain extensions for mobile device sites. MarketingVox reports : Websites designed specifically for mobile phones will have their own domain suffix, .mobi, which the Internet Corporation for Assigned Names and Numbers (ICANN) has licensed to holding company mTLD Top Level Domain… The group must now build the infrastructure to manage the new domain for the next 10 years.
ICANN announced its decision at a Luxemburg meeting on Monday. The URLs for mobiles will be assigned by next summer, and owners of registered brands will have 90 days – a so-called “sunrise period” – to register their claims to corresponding .mobi addresses. Generic names like travel.mobi and restaurant.mobi will be auctioned off to the highest bidders.
In a separate yet related Marketing Vox story, Tig and company reported on the increase in mobile marketing, which McDonald’s, Masterfoods, Coca-Cola, Heineken, Timex are prepping summer dial-in campaigns : The mobile phone is making headway as an advertising delivery system, with marketers’ promotions consisting of mobile games to ring-tone giveaways and text-in trivia contests and sweepstakes. “Mobile is no longer a new media – it has been tested and there is a protocol” for developing campaigns, Nihal Mehta, president and cofounder of ipsh!, a San Francisco based mobile-marketing technology firm, is quoted as saying.
No comment on whether Moby will be registering Moby.mobi for his future mobile projects.