What’s all the dot-mobi buzz about?

About a year or so ago already, the domain extension dot-mobi (.mobi) began to get some buzz. Momentum slowed a bit, but as mobile web users access web sites ever more frequently, dot-mobi is becoming more relevant. Dot-mobi signifies a tool for mobile access rather than a vertical such as .edu, representing educational institutions. It’s signifies a means of access rather than an category or classification of subject matter.

But what does it mean for a company’s bottom line? A recent Wall Street Journal article discussed the dot-mobi domain name extension and the potential use for such a domain name to access the web on a mobile device. What’s intriguing is that one person they interviewed in the hospitality industry reports that since creating a website for mobile devices on a dot-mobi extension, his call volume for bookings at his establishment rose significantly. I don’t doubt this for one second and this is why I’ve advised many clients to wake up and at the very least register this extension.

In all, dot-mobi is not necessary in order to reach the mobile device web audience, but will be necessary to capture more and more mobile traffic. As Matt Lake points out on CNet Reviews the dot-mobi extension will likely end up being forwarded to most “forward compatible” versions of dot-com, dot-org and dot-gov sites. I tend to agree with Matt.

With proper knowledge and skills, one can code a mobile version of a website in some dated languages that work, or even in some forward languages and house that site right on a dot-com name. Web designers and developers can in fact create completely mobile versions of websites with the appropriate amount of content and links, right on the same domain name that they currently own.

However, since major wireless, search and handset makers are backing dot-mobi, I suggest that this extension will catch fire at least in the sense that typing it into a mobile browser, may become popular. Additionally, wireless service providers will likely begin to offer “Do you want to see the Mobile (.mobi) version of this site?” when searching, surfing and browsing for products, services and brand names. It may be pushed on us regardless of whether we like it or not. Not too far down the road, it will be expected that while browsing the web on your mobile phone or hand-held one should be able to type in the .dot-mobi extension and see a great, easy to use website.

So, how should business owners handle dot-mobi? Here are a couple of rules of thumb:

• Check your current website to see if your relevant business information (phone, address) on your site can be accessed from various mobile devises; perhaps a Razr, Treo and a Blackberry – that should give you a good cross section. If you have a basic HTML website without a lot of content management features or eCommerce systems management it may be wise to simply register a dot-mobi extension and forward that to your existing .com or .net site if it already checks out well on a mobile device.

• Have your developers simply create a mobile version of your website right on your current domain name and have this link available on the homepage. Chances are that your site has some authority already on that domain name and you can retain that.

• If you have a complex website with an eCommerce system and tons of information that is constantly updated through a content management system, you may want to simply acquire your dot-mobi domain name (same as your .com) and create a “brochure” version of your website on the dot-mobi. Reason is, ideally, what you want to do is capture the user’s attention on their mobile device. Let the person find you as quickly and simply as possible and then and ring you by phone to acquire or purchase your products or services, find your place of business or speak with customer service. At the very least, you’re being found and making a positive impression.

What are some reasons to acquire the dot-mobi extension?

• As many already know, Mobile Top Level Domain, Mtld a company owned by Microsoft, Google, Vodaphone and Nokia is leading the way as the source for the dot-mobi domain. As such, dot-mobi is going to have considerable boost and natural exposure being that it’s backed by such major players in the online and mobile space.

• I’ve heard that there are 4 mobile phones to every 1 computer! C’mon get with it.

• Webmail by phone Think of the content that your email drops contain and the links back to your sites – you’ll want your email drops to be effective and for mobile browsers to access the links from the emails as well.

• Currently, about 75% of mobile devices can access the web, according the WSJ article and the Online Publishers Association. And many now have HTML browsers installed, or something very close, so nearly full versions of sites can be seen.

• Protect your brand online

• Unlike other fly by night domain name extensions, dot-mobi is probably something that people will get comfortable with. It makes sense. Even major brands like Procter & Gamble are on this as another WSJ Article points out from way back.

And where can you acquire dot-mobi domains? Here are a few places:

• Source it from MTLD
• 007 Names
• Qualispace
• Or go to ICANN’s Accredited Registrar page to find a full list

As a side note, here’s a funny one: They said – “forget about dot-mobi let’s just put mobi in the dot-com domain name.” HMMMM. So, next time I launch a web site that is not mobile, or before I go mobile with it, I’ll call it www.staticnewswebsite.com, just so everyone really knows that that’s not the mobile version. Ha! Sorry for being sarcastic.

There will always be organizations with an agenda, (Remember the dot-travel?) trying to promote yet another domain name extension, but I don’t think that Mtld/dot-mobi is. And, while dot-mobi is probably not going to make or break your organization, this is one domain extension that is important to protecting your business online and taking advantage to ensure that you capture every last surfer and searcher! Cell phones and mobile devices are not going away, so try to get an edge in this space in any way possible. At the end of the day, people are not going to care whether you are on have dot-mobi they are simply going to want to find you and find you fast. Don’t hide.

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