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New product designed to open the mobile Web opportunity to small businesses around the world

dotMobi, the company behind the .mobi Internet domain designed to help consumers find Web content that works on mobile phones, today announced the channel release of Instant Mobilizer™, a patent-pending service created to help small and medium businesses around the world reach their customers quickly and affordably through the mobile Web.

According to IBM's Institute of Business Value, 50% of global consumers would substitute their Internet usage on a PC for a mobile device, while 70% believe that the mobile Web has the potential to add significant-to-moderate value to their day-to-day lives. With Instant Mobilizer and a .mobi domain, tens of millions of small and medium-sized businesses can effortlessly interact with the 1.3 billion of potential customers connected to the Internet through mobile phones.

Without any need for technical knowledge or development efforts, Instant Mobilizer automatically converts a small business's existing PC site to ensure the best customer experience regardless of phone model or mobile carrier. Unlike other solutions, Instant Mobilizer gives users a branded, mobile-friendly site for their on-the-go customers, instead of leaving their Web site to be randomly transcoded by unknown operators or devices.

And every customer benefits from dotMobi's award-winning DeviceAtlas™ device database, which optimizes Instant Mobilizer sites using dotMobi best practices, so that every phone receives eye-catching results.

Trey Harvin, CEO of dotMobi, said, "Instant Mobilizer gives small businesses the ability to be literally in their customers' hands on a 24x7 basis, without the need for technical expertise or a hosting account. And given a recent Nielsen study that showed mobile Internet sites extend the reach of many leading PC-based sites by 13%Instant Mobilizer is a very cost-effective way to differentiate your website from your competition."

Harvin added, "Instant Mobilizer seamlessly integrates many dotMobi technologies with the .mobi domain, providing high value for web sites owners and users."

Sensitive to small business needs

Sensitive to the fact that that there are more than 27 million small businesses in the U.S. and two-thirds of all workers in Europe are employed by small businesses, dotMobi has designed Instant Mobilizer to meet the needs of small business owners globally with such features as:

• Immediate, easy access to key Web site information such as phone number and address
• Automatic links to Google™ Maps
• Quick phone number links that call your business with one click
• Unique access to key features of your customers' phones

Amy Mischler, dotMobi's VP of Identity and Brand Services, said, "In May of this year, dotMobi conducted joint research with marketing agency AKQA and discovered that customers want utility — not entertainment — out of the mobile Web like viewing maps, making restaurant reservations, checking schedules, and so on. Instant Mobilizer has been designed to meet these needs."

"One hot topic for the mobile Web has been 'discovery' — being found by search engines. Because the sites created with Instant Mobilizer use the .mobi domain, they are easily found by mobile search engines and thus by the customers that want to reach business, too," Mischler added.

dotMobi's Instant Mobilizer is being released via registrars basis across Europe and North America beginning in November 2008 and expanding to other markets thereafter. Domain registrars and resellers who have questions about deploying Instant Mobilizer may contact dotMobi's Director of Global Domain Sales Pinky Brand at pbrand@dotmobi.mobi.

About dotMobi
dotMobi (the informal name of mTLD Top Level Domain Ltd.), headquartered in Dublin, Ireland, is leading the growth of Internet use from mobile phones with the .mobi domain name. Unique among domain name providers, dotMobi ensures that services and sites developed around .mobi are optimized for use by mobile devices, so that on-the-go consumers can have confidence that a Web site will work on their mobile phones when using a .mobi address.

dotMobi is backed by leading mobile operators, network & device manufacturers, and Internet content providers, including Ericsson, GSM Association, Hutchison 3, Microsoft, Nokia, Orascom Telecom, Samsung Electronics, Syniverse, T-Mobile, Telefonica Moviles, TIM, Visa and Vodafone.

For more information on .mobi domains and registration information, visit http://dotmobi.mobi. Visit the dotMobi blog at http://blog.mobi.

About dotMobi

Headquartered in Dublin, dotMobi - a wholly owned subsidiary of Afilias Limited - is a worldwide leader in enabling the development & discovery of quality mobile content through innovative services, in turn helping businesses and individuals reach the world's billions of mobile phone users. dotMobi spurs mobile industry innovation by giving content providers the tools they need to ensure the Web will work on mobile phones with speed, accuracy and relevant content. (Learn More)

Related topics: Domain Names, Registry Services, Mobile, Top-Level Domains, Wireless