VIANETIX DRIVING DIRECT-TO-CONSUMER MOBILE CONTENT

While much has been made of mobile carrier efforts to capture additional service revenue and to avoid becoming simple bit pipes, mobile services consulting firm Vianetix is advancing the idea that mobile Domain Registrars, who have been selling .mobi top-level domains since 2006, are well positioned to get in on the mobile content business. Mobile technology providers have traditionally focused on mobile operators as their distribution outlets, but now see domain registrars as an alternative outlet.

Domain registrars currently engaged in creating mobile Internet sites include goDaddy.com, mobiSiteGalore, mfinity, handango, netbiscuits, crispw, NeworkSolutions, BuildMyMobi, Dotster, thumplay, Peperoni, and Swift. About 20 registrars control 80% of worldwide domain registrations. Many global brands have launched mobile sites, including Ericsson, Samsung, Vodafone, Google, BMW, NBA, Nokia, Rolls Royce, BusinessWeek, Microsoft, Obama, BankofAmerica, McGraw2go, Visa, Zagat, and AAA.

Despite the position of registrars and corporate interest in mobile sites, Vianetix founder Glenn Roland believes many companies are don't view registrars as an alternate content distribution channel, and that registrars will have to aggressively pursue this business in order to achieve such recognition. In order to succeed in the mobile Internet site creation business, Registrars will have to begin to deliver a "higher-touch" service than that which they deliver in traditional Internet hosting.

Separate from the content site creation opportunity, Vianetix sees an opportunity in the "domainer" market in which companies actively buy and sell domain names. Current "domainers" include Maveron LLC, Perot Investments, and the Jacobson family. The top four dotMobi name sales are poker.mobi at US$ 150,000, ringtones.mobi at US$ 145,000, news.mobi at US$ 110,000, and hosting.mobi at US$ 101,000. -Stuart Whitaker