dotMobi Offers 'City.mobi' Names to City Governments

DUBLIN, Ireland and WASHINGTON, July 9 /PRNewswire/ --

- Helsinki.mobi Trial Leads to Availability of More Than 650 'Reserved'
City Names for Developing Relevant Consumer Content

dotMobi, the company behind .mobi -- the first and only Internet address
designed specifically for mobile phones -- today announced that it is making
approximately 650 city names available to city governments.

Until today, dotMobi has kept these names on reserve to ensure that they
would be available for cities to develop relevant content for locals and for
tourists.

"With thousands of .mobi sites now live and more than 600,000 domains
registered, consumers now understand that sites built on the .mobi domain
give them the freedom to take the internet with them, wherever they go," said
Neil Edwards, CEO of dotMobi.

"dotMobi gives consumers low-cost access to information they need, where
and how they need it. Cities will be able to use their .mobi sites to provide
important city-related information to local citizens. These sites will also
be able to provide compelling local information for visitors and help
increase local tourist dollars," Edwards added.

The first city to trial the process was Helsinki, Finland. Helsinki's
investment promotion agency, Greater Helsinki Promotion, created
http://Helsinki.mobi and is also responsible for its continued development
and marketing.

Ismo Rantala of Greater Helsinki Promotion said, "Helsinki.mobi has
driven traffic and recognition to Helsinki. We are using Helsinki.mobi both
as a service for visitors to Helsinki as well as a platform for mobile
creativity for our residents and businesses. "

Micah Gland, also of Greater Helsinki Promotion, said, "The launch of
Helsinki.mobi was held in conjunction with the 52nd edition of the Eurovision
Song Contest in May 2007. Being able to promote a site like Helsinki.mobi
while thousands of visitors were in the city proved to be a good way to
encourage use of the site and was reflected in the strong number of 'hits'
that Helsinki.mobi received. Even better, the number of visitors to the site
has remained steady since then."

City names are being made available for local governments or their
designees for an initial period of two years with provisions for renewing the
names. A .mobi site can provide an ideal forum to share local news, business
updates and civic information plus culture and events listings with an
increasingly active resident population. It can also provide a gateway for
visitors to access local services, shopping, attractions, transportation and
other valuable resources.

To apply, qualified entities submit a short proposal that discusses how
the planned domain use provides the mobile community with new features,
services and local content. The proposal must also address marketing and
promotion plans.

Cities commit to putting live content behind the name within 60 days of
their being awarded their domain and agree that content will compliant with
dotMobi standards, as based on a 5/5 score on the http://ready.mobi report,
to ensure a good user experience. Expected marketing -- such as launch
events, public relations and local marketing efforts -- are outlined in the
application process documentation at
http://pc.mtld.mobi/switched/reserved.html.

dotMobi will evaluate all proposals, and successful applicants will enter
into a contract with dotMobi. The application process opens August 20, 2007,
and continues indefinitely.

The full list of available .mobi city name domains plus proposal process
information is at http://pc.mtld.mobi/switched/reserved.html.

About dotMobi

dotMobi (the informal name of mTLD Top Level Domain, Ltd.), a consortium
based in Dublin, Ireland with offices in Washington, DC and Beijing, 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.
On-the-go consumers can have confidence that an Internet site or service 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.
dotMobi is also a sponsor of W3C's Mobile Web Initiative.

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

For more information, please contact:
    Vance Hedderel
    dotMobi
    +1-703-485-5563
    vhedderel@mtld.mobi

    Todd Witkemper
    A&R Edelman for dotMobi
    +1-650-533-2317
    twitkemper@ar-edelman.com

    For more information about Greater Helsinki Promotion, please contact:
    Johanna Korhonen, Director, Communications
    Greater Helsinki Promotion
    +358-400-995699
    johanna.korhonen@inhelsinki.com

    Web site: http://www.dotmobi.mobi
              http://Helsinki.mobi
              http://ready.mobi
              http://pc.mtld.mobi/switched/reserved.html