Attention Trademark Owners: .MOBI Now Available

ICANN, the Internet Corporation for Assigned Names and Numbers, recently approved .MOBI as a top-level domain ("TLD") dedicated to delivering the Internet to mobile devices, such as cell phones and handhelds. Currently, many mobile phones have full Internet capabilities. However, most Web sites are designed primarily for PC browsing. The .MOBI TLD will identify Web sites that have been created specifically to provide easy and quick access from any mobile device. To that end, companies using the domain names will be required to follow style guidelines, including requirements that sites be viewable on low bandwidth connections common to cellular networks. While it appears that these guidelines will be self-policed, it is in the participating companies' best interests to follow them as the TLD is designed to streamline Internet content for effortless navigation by mobile device users.

With respect to the new TLD, trademark owners are getting the first bite at the apple. From June 12 th through August 21 st, trademark owners have the option to register their exact trademarks with the .MOBI extension. To apply for a domain during this "trademark sunrise period," the trademark owner must provide evidence of the trademark's registration number, date of the trademark application (which must be before July 11, 2005), date of registration and country of registration. While it is the responsibility of the trademark owner to provide complete and accurate information, the registry randomly will verify this information for applications filed during this period.

General registration begins on August 28 th, which allows the public to register any .MOBI domains that have not already been registered. Therefore, trademark owners may want to consider seeking registration of domains incorporating their exact marks to protect their brand equity.