WSJ writes that the new top-level domain could spur the wireless web:
Mobile Top Level Domain aims to change that in part by setting up a new domain name specifically for wireless Internet Web sites called dot-mobi. Just as dot-com is the domain name for many Web pages on the wired Internet, dot-mobi will become the suffix for Web pages that are formatted for cellphones and other wireless devices, the company says. Mobile Top Level Domain Chief Executive Officer Neil Edwards says the union of the Web and cellphones has so far been “a bad experience” that consumers and the mobile industry have failed to embrace. “Dot-mobi makes the Internet work on phones,” says Mr. Edwards.
Many big companies are backing this initiative because they will all benefit if the dot-mobi suffix takes roots among consumers. Wireless carriers like Vodafone could generate more revenues from data usage. For their part, Google and MSN are looking at advertising on cellphones, which is expected to be more effective than online advertising because the cellphone is perceived as a more personal device.