Putting the vision into practice

Representing .mobi, who are here to answer the question: "why bother"?

Who we are:
- want to improve the consumer experience of using the internet on mobile devices
- not so much about tech challenges as about trust challenges
- a sponsored top level domain
- mid-2006 launch

Guiding principles
- solve real consumer problems
- guarantee a minimum predictable experience
- Have Rules - some of which are enforceable and auditable
- supported by a developer community: specs, tools, techniques, use cases, etc.

- style guide for web browsing
- others (e.g. email on mobile) later

.mobi is a brand designed to imbue consumers with confidence