Duct Tape Marketing

In case you don’t know what dot-mobi is, it’s a new top-level domain that specifically supports mobile devices. The premise for end users is that sites that carry this domain will have been specifically designed and formatted for use on a mobile device and as such will take the headache out of surfing on the go. But is this really necessary?

I’m under the opinion that from a user and marketing point of view, it would make better sense for companies to stick with one URL instead of having two separate URLs, one for PC and one for mobile devices. Web developers should instead me making use of technology that identifies whether a user is accessing a site from a mobile device or a PC, and then automatically translate the site in the appropriate format.

In theory, a dot-mobi domain doesn't offer web site owners anything that can't already be done with a standard, company-generic domain name. A current dot-com URL, as an example, can be accessed by mobile devices as long as the technology behind it recognises the device and delivers a style specifically formatted to work with smaller screens and limited bandwidth speeds.

Having said this, I do think that we can use this to our own advantage. A dot-mobi domain does afford companies an additional method of advertising to our target market, an example being a mobile media advertising campaign. Imagine a viral campaign that relies on users playing a game or interacting on a site specifically designed for the competition, accessible only from the users mobile device - “Spot the xyz and play” is a basic example.

I’m a firm believer in accessibility though. The man responsible for the World Wide Web designation, Tim Berners-Lee, was recently quoted in saying "I believe that all web content should be made, where possible, accessible with small and large devices," and he’s right.  Web sites should have technology in place that detects the net client (browser/user-agent) requesting the URL and subsequently show the page.

Then there is the brand security argument, which in all realism, is just. Some ill-minded people will register domain names, especially using well-known, carefully targeted brand names, in hopes of cybersquatting or creating phishing sites (sites used to fraudulently acquire information such as passwords and credit card numbers). For the sake of brand safety, it should be to every company’s benefit to at least secure the dot-mobi equivalent of their current domains and redirect them to the said sites that they already have up and running.

So, how do you test whether your current site is mobile friendly? Well, for one, enter your URL on your phone’s web browser (if you have one) or alternatively visit a mobile emulator on the Net - you might be shocked to see how badly your site views on a mobile device, and if the case, it’s a good time to start talking to you web developer to fix the problem.

What do I recommend?

Register your dot-mobi but only to protect your brand and make sure your current site is equipped with smart content serving technology that eliminates the need for dot-mobi. Any worthy site should plan to, if not already, redirect their mobile users to their mobile designed web site style sheet.