NEW YORK, June 11 /PRNewswire/ --

- Among other findings, more than half of consumer participants
want their next mobile phone to provide a good mobile Internet experience

Mobile Marketing Forum -- dotMobi, the company behind the .mobi Internet
address designed specifically for mobile phones, and AKQA Mobile, the mobile
division of the global independent creative agency, announced the results of
an extensive consumer study of mobile Internet usage and attitudes. Conducted
by the AKQA's Research & Insights department in conjunction with dotMobi, the
survey reveals key insights into the importance of a better mobile Web for
consumers in the U.S. and U.K.

The survey findings indicated a strong consumer desire for practical
mobile content on phones. Rather than basic entertainment and ringtones,
consumers stated that their most-wanted mobile activities included
phone-optimized banking and travel planning.

Further illustrating the desire for utility-focused mobile Web sites,
nearly 90 percent of consumer respondents stated that they would be more
likely to choose an airline with mobile check-in facilities over one that did
not offer them.

Additionally, trust in the mobile Web was inherent throughout the results
of the study. In demanding access to mobile banking and mobile commerce
abilities for basic utilities such as groceries, plane tickets and books,
Consumers said they trust the mobile Web to keep their personal information
secure, as opposed to the PC-based Internet, where security remains of utmost
importance.

Other results from the mobile Internet usage and attitudes study include:

-- Approximately 90 percent of the 2,000 respondents in the online panel
       provided by Research Now are interested in learning about the mobile
       Web, demonstrating a need for brands to make their mobile properties
       findable via mobile search, marketing and advertising campaigns. Fifty
       percent of respondents were unaware that there are mobile sites
       optimized for use on mobile phones and the vast majority - 86 percent
       of participants - said they were interested in knowing which sites are
       easily accessible on a mobile phone.
    -- Nearly 50 percent of respondents said that a poor experience on their
       initial use of the mobile Web made them "reluctant to access" either
       the site - or the Internet in general - on their mobile phones again.
    -- Only 2 percent of participants in the survey who have purchased a 
       phone in the past six months chose an iPhone. This indicates that 
       brands that        don't optimize their mobile services for a variety 
       of mobile phones will provide a substandard mobile Internet 
       experiences for a vast majority of consumers.
    -- Poor site display and layout remain top reasons for mobile Web
       dissatisfaction among consumers.
    -- Almost two-thirds of participants stated that they would consider
       purchasing theater tickets, take-out food and travel tickets via a
       mobile phone.
    -- Finally, 63 percent of survey respondents said they would be more
       likely to give up their money than their mobile "smart phone" if they
       were mugged.

Daniel Rosen, managing director of AKQA Mobile, said, "The enormous
popularity of mobile devices has had a profound effect on the lifestyle of
the consumer, unleashing new levels of connectivity and personal mobility.
When planning campaigns, global brands need to ensure they take into account
the role the mobile device can play in helping them engage with customers,
and that they create campaigns that have been developed specifically for
mobile applications. The survey's findings show how easily consumers were
turned off by earlier, ill-conceived mobile campaigns. With mobile devices
more ubiquitous, powerful and sophisticated than ever, there is a real
opportunity for brands to deliver ground-breaking mobile campaigns that
captivate, engage and entertain their customers."

"The results from this research signify the need for a better mobile
experience, something that dotMobi is committed to making available to
consumers globally," said Amy Mischler, vice president of Identity and Brand
Services at dotMobi. "The free services that dotMobi offers - like
DeviceAtlas, ready.mobi and the dotMobi Developer Forum - ensure that
developers and marketers can give consumers a mobile Web experience that is
useful, and complementary to the mobile lifestyle."

"The .mobi domain quickly lets consumers know that a site will work on a
mobile phone. It's also the most widely used naming convention among the
Nielsen top 10 Web sites, so consumers are learning to 'guess .mobi' when
trying to find a site on a mobile phone. They're seeing that they'll have a
more positive Internet experience on their mobile phone anytime and
anywhere," Mischler said. "And now that more than 1 million .mobi names have
been registered, the availability of rich, diverse content for mobile
consumers is growing daily."

About AKQA

AKQA is an independent, ideas-led agency that works in partnership with
brand leaders to deliver innovation. The company has offices in London,
Amsterdam, New York, Washington DC, San Francisco and Shanghai. One of the
world's most awarded creative agencies, AKQA has been named Revolution
magazine's Agency of the Decade; AdAge Digital Agency of the Year; AdWeek
Digital Agency of the Year and Fast Company Top 50 World's Most Innovative
Companies.

For more about AKQA, visit akqa.com.

About dotMobi

dotMobi (the informal name of mTLD Top Level Domain Ltd.), a consortium
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. 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 dotMobi domains and registration information,
visit http://dotmobi.mobi. Visit the dotMobi blog at http://blog.mobi.

For more information
    Vance Hedderel
    dotMobi
    +1-703-485-5563
    vhedderel@dotmobi.mobi

    Maya Hart
    AKQA
    +44-20-7780-4797
    maya.hart@akqa.com

    Michael Diamond
    Edelman for dotMobi (U.S.)
    +1-650-762-2800
    michael.diamond@edelman.com

    Gareth Davies
    Edelman for dotMobi (Europe)
    +44-20-7344-1216
    gareth.davies@edelman.com

Web site: http://dotmobi.mobi