". Mobile" domain name release is expected to become a mobile application of the unified entrance

Donews November 26 News December 1, the Internet name and digital address distribution Agency (ICANN) is officially authorized, the only dedicated mobile internet-oriented ". Mobile" Chinese generic top-level domain (GTLD) will officially start operation. November 25, "mobile phone" registration bureau on the "mobile phone" top-level domain open registration process and the services provided by the interpretation.

It is understood that ". Mobile" is currently the only specialized for mobile terminal devices to address the Chinese generic top-level domain, mobile domain name is the ". Mobile" suffix of the global top-level domain name, and has been written to the global root domain Name System, is the Registrar (Government, enterprises and organizations) on the mobile Internet, the number and commercial logo.

Open the mobile internet Chinese era

According to data released by the ministry's website, the number of mobile internet users has reached 1.256 billion in May this year, the total number of mobile users reached 857 million households, accounting for 68.24% of the total, traffic, mobile Internet access flow of up to 4.7 million g, of which mobile internet traffic accounted for more than 80%. China is the world's leading mobile internet user and mobile traffic, and has become a veritable power in the use of the Web.

Since the development of the Internet originated in the United States, English as a natural language has been the first application in the field of Internet domain name, English domain name has always been the mainstream domain name field. Although a variety of Chinese top-level domain name has been a step by step, but in the field of Internet domain name has been in the awkward position of dispensable.

The ". Mobile" top-level domain release, so that the Chinese mobile phone domain name took the lead in the field of China Mobile Internet domain name the commanding heights. In the face of such a huge market of mobile phone users in China, the domain name of mobile phone with Chinese as natural language will become the mainstream.

For ordinary netizens, the use of their familiar native domain name to access the mobile Internet is a very urgent demand. A survey shows that in China is not familiar with English mobile phone users still occupy a large proportion of the traditional English domain suffix to some extent, the user in the mobile browser to enter the threshold of the Web site. And the Chinese mobile phone domain name promotion and application undoubtedly greatly reduced this threshold.

For the majority of Chinese registrars, the mobile domain name will also become the mobile Internet number and commercial logo, this is because the Chinese easy to understand, spread, memory characteristics, more convenient for the registrant in various media to promote their mobile applications for brand recognition and dissemination.

"Mobile domain name from the way of access to further eliminate the development of mobile internet restrictions, will speed up the promotion of mobile Internet, but also for the mobile Internet contains the economic and social value of the release of the Good Foundation."

Unified Portal for Mobile applications

Now the mobile internet industry changes rapidly, new technologies, new services, micro-bo, micro-letter, micro-shop, micro-community, light application, direct number and other mobile applications are increasingly numerous, to the center of the mobile Internet has become one of the main features and development trends.

Governments, businesses and organizations need to have a variety of mobile apps or access to mobile apps to access the mobile Internet. When the enterprise has its own app client, mobile website, light application, or open Weibo account number, micro-credit public account, Baidu Direct number, Alipay service window and so on, in the promotion process has faced great confusion.

Each mobile application has its own way to enter or start, enterprises in the promotion of all kinds of mobile applications have to enter or launch mode one by one list. For a time in the enterprise advertising and promotional materials printed on a variety of mobile applications of two-dimensional code, application stores and electronic market search box, so that the target audience dizzying and at a loss, marketing effect also greatly discounted.

The introduction of mobile domain name will completely solve the confusion and problems faced by enterprises, for a variety of mobile applications to provide a unified entrance. Mobile domain name defaults include a micro-entry service, registered users can be in the background of the mobile domain name to add and set up their own mobile applications. Enterprises in the promotion of their various mobile applications, just let mobile phone users access to "So-and-so, mobile phone."

Mobile phone users only need to enter in the mobile browser "So-and-so, mobile phone" can enter its micro-entry interface, the company's various mobile applications at a glance. Mobile phone users can easily access through micro-entry or start the registration of all mobile applications, greatly enhance the experience of mobile phone users, while the corporate marketing effect will be greatly enhanced.

Brand Protection imminent

". Mobile" top-level domain registration Bureau Beijing Huarui Network Research Technology Co., Ltd. related to the director of the introduction, since December 1, 2014 ". Mobile" open registration will be divided into three registration stage: daily Rise (December 1-December 30), legal trademark rights holders can register , the landing period (January 5, 2015 February 4), enterprises, institutions, organizations, individuals can be preemptive registration of various domain names, open registration period (after February 9, 2015), the formal period for ordinary registration.

With a variety of top-level domain open registration, enterprises for a variety of domain name protection and register also gradually numb, but the industry to remind the mobile domain name must not inertia thinking.

On the one hand, the mobile domain name and other top-level domain are different, is the only specialized for mobile internet in Chinese top-level domain, and the mobile Internet development speed far beyond the Internet, is a new field. At present, both internet companies and traditional companies put the mobile strategy in the first place, in the mobile Internet trademarks and intellectual property competition will be more intense.

On the other hand, because the mobile phone is a portable terminal equipment, for corporate advertising in the mobile domain name can be readily responsive, it will become the future of the enterprise's flagship domain name, and become a corporate and mobile phone users of the link. And the use of trademarks and brand-consistent mobile domain name will achieve offline and online brand linkage, more conducive to brand strengthening and dissemination.

Therefore, as long as enterprises have plans to enter the mobile internet to carry out mobile commerce and mobile marketing. Should register the relevant mobile domain name, the traditional trademarks and brands in the mobile Internet extension, and get due protection. Finish）