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Why .mobi ? .mobi (also known informally as dotMobi) is a top-level domain (TLD) approved by ICANN on 11 July 2005 and managed by the mTLD global registry dedicated to delivering the Internet to mobile devices via the Mobile Web. It is financially backed and sponsored by Google, Microsoft, Nokia, Samsung, Ericsson, Vodafone, T-Mobile, Telefónica Móviles, Telecom Italia Mobile, Orascom Telecom, GSM Association , Hutchison Whampoa, Syniverse Technologies, and Visa, with an executive from each company having a seat on mTLD's board of directors.

Since 100% of .mobi sites must be optimized for viewing on a mobile phone, the main advantage of .mobi, from the users' perspective, is that they are theoretically guaranteed a site optimized for usage on the go. This means hard factors such as smaller screens, device form/size, device input/output options, existence of embedded sensors (acceleration, location, touch, light/darkness, ambient noise), as well as soft factors such as expectations of immediacy of results, context awareness under a shortened attention span (compared to home/desktop use of the Internet). Although a .com or any other extension can technically employ the same optimizations for mobile phones as .mobi sites, in practice, only a fraction of them are, thus necessitating content adaptation solutions. These retrofit the content to target devices independent from the original process of creating the site.

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