Mobile internet looks to get its very own domain

Now that WAP finally looks to be taking off, the mobile industry is setting its sights on driving take-up by making things easier for users – with a top level domain just for mobile content.

The industry coalition backing the initiative includes such heavyweights as Microsoft, Sun, the GSM Association, Nokia, Vodafone, HP, Orange and 3, among others, has requested a mobile domain name from internet regulator Icann, which the group hopes will "be a big key step in bridging the world of mobility and the internet".

The new top level domain will make it simpler for consumers to use mobile internet services, as well as speed up the delivery and adoption by mobile content providers. It's also hoped the new domain will guarantee interoperability for mobile services and applications.

Assuming Icann support the creation of the mobile domain, a separate body will be set up to dish out the new domain names, which should be available in the second half of next year. Any company wanting to get their hands on one of the new domains will be able to purchase it via the registrar or normal reseller channels.

The letters that will come after the dot for the domain is still under wraps – the industry group has submitted its proposals to Icann, which will be making the final decision.

Annemarie Duffy, EMEA mobility marketing manager at Microsoft, told silicon.com: "Microsoft has always invested in growing the internet and we're taking this one step further with mobile... We're still at the early stage [with the domain] but from what we've heard from our customers and partners there's no straightforward and easy way for an end user to access mobile data optimised for mobile devices."

While making mobile services easier to find and easier to use is no bad thing, Eden Zoller, principal analyst at Ovum has concerns about how the scheme will work in reality.

"With such a small screen real estate to play with, the question of who gets the top search ranking will no doubt become fraught. Will such decisions be made on the basis of who pays the most, as with the fixed internet? Or will those who control the networks and the devices - Vodafone, Nokia, Microsoft for example - get first pick? Careful governance of the new company is clearly needed, but all eyes will be on how its founding members integrate the new system with their own products and services," Zoller said in a statement.

Microsoft's Duffy said that Icann's strict guidelines would ensure fair play, however.