.mobi A "You can't monitize a .mobi" discussion

[acc]

"You can't monitize a .mobi" ... Really?

One of the most frequently stated "concerns" of those who doubt the potential for success and future impact of dot mobi extension is their question of how to "monitize" a .mobi domain. I believe that question is a big talking-point red herring.

Some voiceiferously state that most .mobi names will never be able to be "monitized". Therefore it means that the .mobi extension is "unnecessary" or "worthless" and all those who register dot mobi names are throwing away their money. If that reasoning is correct, then they must also believe that ANY mobile-compliant-non-.mobi sites (those using a dot com or any other extension) will also be unprofitable. So with no PPC income, there is no value to those domain names either?

Perceiving the worth of a domain name to be limited to only what can be generated from a parked page with PPC revenue is a limited viewpoint. It's time to start expanding your marketing universe. Sure PPC revenue is one type of a domainer's business model. But to really understand the value of a domain name, ask yourself this - What are websites used for and how would a business use a domain name?

- A website can provide quick access to either an overview or comprehensive information about a topic or organization.
- A website can be used to introduce business' products or services to the marketplace.
- A website can present and then reinforce company's marketing message. (It takes approximately seven exposures to a commercial or ad to have the message really stick in the human mind.)
- A website can provide a convenient way for a prospect or customer to contact or interact with a business or organization.
- Some websites are created and developed for the love of the subject matter by enthusiasts - and that is " intellectual monitization" - one of the highest forms of human satisfaction.

Then consider this question - how does a company "monitize" a magazine ad, or a billboard ad, or a radio commercial?
After all, no one can buy and pay for what they see right from the magazine page or put money in a billboard and get that pack of cigarettes they are advertising. And who would have thought you could "monitize" a radio wave? What good is it? After all, you have to get home to view the "real" website, or call the order in, or go to a physical store. Magazine ads and radio programs are pretty well targeted to their audiences and billboards are far less targeted and take the mass exposure approach. But both approaches work by getting in another one of those seven exposures each time you view or hear their ad.

The answer is that these are all valid, successful forms of advertising that have real, and often lasting value. The real value of advertising is its ability to implant a message and build a brand over time.

The new mobile-webspace is just starting to be introduced to the public, web development is taking place, and advertising will follow, ultimately probably more than you will want to see. Advertising models will develop, evolve, and dozens of PPC, PPA, affiliate facilitators, and other ad providers will come and go. And the mobile medium will flourish.

No matter what the extension, a good domain name can generate value for its owner. It just takes ideas and initiative to "monitize" any domain name, .mobi included.

-acc

 

[-db-]

Nice post acc. Nice topic.

I'm still curious to see how these sites will be anything more than just online business-cards. Because the thing is.. Size DOES Matter. And that's something that remains unsolved. The other venues you mentioned (billboards, magazine & print ads, etc.) have plenty of 'space' to get the message across. And so does the normal-sized web. But the mobile web, on these teeny tiny screens, it faces a bigger challenge than just meeting mobile standards and coding adjustments. The 'space' is ultra limited, and that's the bottom line... it's biggest challenge.

 

[Dimester]

Good post - acc

A friend of mine is the sales manager for an auto dealer. He told me that the primary thing they are looking for their website to do is get the person to call. I think that might be for a lot of businesses. The mobi website can provide some information along with a phone number. The viewer already has a phone in their hand. It is easy to call. I think some people will use the mobi site differently than a traditional website.

I agree that is not only monitized with PPC. I recently sold a dot.com because of it's business use value, not its inherit traffic. The buyer wanted to buy it based on natural type in traffic for $400. I told him that the name was worth much more because of the business use value. He finally saw it my way and paid $3500. When I purchase domains I is always how can the name be developed to make money. Does the name suggest what the business would be. This is not to say it is better than PPC; it is just different.

 

[equity78]

Good points Db ( MR GREEN ? they finally gave you a name) Size does matter for advertising and size has different pricing points. Will a mobile site have to be very popular to make any money? Will Only great domaons make money in the mobile world ? I don't know I think it is a great topic ACC brought up because I think it probably will need ideas not even thought of yet to make mobile sites (.mobi or any other ext) profitable

 

[labrocca]

Mobi's can be valuable in a few ways but I agree that PPC isn't one of them.

1. Value add for existing .com clients (such as NBA.mobi)
2. Applications
3. mobi pure plays (still unknown the potential here...you never know what the next myspace or youtube will be but eventually a mobi pureplay will arise)

I see those 3 as the best ways for mobi to have a value. That's why generics overall may not do so well and while some mobi's may shine it will be on underwhelming quantity overall in comparison to what's already been registered. People visit maybe 10 of the top 100 internet sites daily. In mobi I don't forsee the traffic to generic.mobi just because mobile user is curious. A mobile device means you're on the go...limited with time..possibly distracted by your surroundings.

 

[GeoOwners]

Nice post acc. Nice topic.

I'm still curious to see how these sites will be anything more than just online business-cards. Because the thing is.. Size DOES Matter. And that's something that remains unsolved. The other venues you mentioned (billboards, magazine & print ads, etc.) have plenty of 'space' to get the message across. And so does the normal-sized web. But the mobile web, on these teeny tiny screens, it faces a bigger challenge than just meeting mobile standards and coding adjustments. The 'space' is ultra limited, and that's the bottom line... it's biggest challenge.

I suggest doing more mobile research on asian countries usage of mobile phones...the sites are much more than business cards...imo

I picture a good use of .mobi like the talking realestate services if anyone has seen them...you drive by a house for sale...on the sign "thishouse.mobi" to see all this house has to offer, the price, etc...all from the seat of your car.

 

[-db-]

I suggest doing more mobile research on asian countries usage of mobile phones...the sites are much more than business cards...imo

I admittedly don't know too much about Asia's mobile market. I don't live in Asia, I'm not Asian, and my livelihood is not dependent on anything specifically to do with Asia.

But a 4 inch screen... is a 4 inch screen, regardless of the market or language.

Also, from what I've read, one of the main reasons mobile surfing is so popular in those countries, is because PC's and web access are so expensive. The cell phones and mobile devices are a cheap and easy alternative to a real computer. But, I can't imagine most people would 'prefer' to surf the web on a gameboy screen, if they had the choice of a real computer.

I'm not saying the market isn't there waiting in America too. I just think there's serious limitations on the type of content that can be deliverable, and accepted by a country that's spoiled on the full-size Internet, where the average home has a PC and web access.

 

[Keith]

I admittedly don't know too much about Asia's mobile market. I don't live in Asia, I'm not Asian, and my livelihood is not dependent on anything specifically to do with Asia.

But a 4 inch screen... is a 4 inch screen, regardless of the market or language.

Also, from what I've read, one of the main reasons mobile surfing is so popular in those countries, is because PC's and web access are so expensive. The cell phones and mobile devices are a cheap and easy alternative to a real computer. But, I can't imagine most people would 'prefer' to surf the web on a gameboy screen, if they had the choice of a real computer.

I'm not saying the market isn't there waiting in America too. I just think there's serious limitations on the type of content that can be deliverable, and accepted by a country that's spoiled on the full-size Internet, where the average home has a PC and web access.

I think we need to remember that gadgets like cell phones will evolve to meet the consumers needs. To have a 4 in. screen now is fine, but thats not to say the phone companies cant make them bigger if they see a need to.

Anyone would prefer to surf the web on a "real computer". I dont believe its about preference though, more like convenience. When your away from your pc everything will be accessable at your fingertips. Its simply giving the consumers access to things on the go that they wouldnt normally have.

Eventually .mobi will be used the same way we use .com, because we all want something easy to use that is convenient. We live in a world of wanting everything right now, .mobi will deliver and off its success, investors will profit in the same ways they do with other exts :imho:

keithmt

 

[acc]

Not just "monitizing" ... but "valuetizing" using dot mobi

Yes, a 2 inch or 4 inch screen is small, but it can still help get many a task done when need be. Today this is all brand new. Tomorrow it will be taken for granted. Consider how the laptop has become part of the business culture and where it was (or wasn't) ten years ago.

The pace of evolution and deployment of technology is quicker today than it was ten years ago. I forsee the use of cell phones and especially smart cell phones both replacing and supplementing the laptop for access to the internet. When it's convenient to use your desktop PC you will. When away from your PC and your laptop, a cell phone will have to do the job.

Again, the term "monetize" is in the eye of the .mobi name owner. It does not necessarily have to mean PPC or advertising income. That's one important revenue stream for domainers (as is selling and flipping names to make a profit or pay for development of other names). That is just starting to be introdcued with the advent of Admob and the recently mentioned Nokia ad initiative. Mobile text link advertising services, small afflilate banner ad programs, full site sponsorship deals, and other yet to be released revenue stream options will appear as the mobile device ownership and number small screen consumer eyeballs increase .... exponentially.

The value of generic domain names is generally understood and accepted. I believe that dot mobi generics will be highly regarded and sought after as the mobile web takes shape. One person or company already owns and is tying up the dot com or dot cctld for most every generic product or service. The dot mobi version of that generic term gives another entity the opportunity to present their message. That provides a floor value to a dot mobi name. And compared to their competition, their message starts off by saying "we are using a .mobi domain name because we think it's important to provide you with a guaranteed mobile-accessible message". That provides added value to a dot mobi name.

In submitting every dot mobi name during preregistration and registering more during landrush and shortly thereafter, I viewed each name with an idea for possible development. Generic terms lend themselves to more possibilities, and are not limited to fancifull branding alone. Not every term is a category killer or gangbuster. But there are so many millions of consumers and businesses in the world today that niches can be very profitable too. There's nothing that announces and describes a topic like the generic word itself.

The question at hand should not be only - How can a .mobi name be monitized"? - but we should really consider - How can a .mobi name be "valuetized"?. I was thinking of some practical uses for the mobile web and applications for .mobi names that I have. The following examples came to mind on how the .mobi names and mobile web might meet the needs of some end users:

Example 1 - You're on a day weekend trip with the family and the rain clouds followed you to Peoria. So much for the theme park plan. You pull out your smart cell phone and look up the nearest attractions within 10-25 miles of your motel. Immediately you are presented with a range of fun alternatives from museums, movie theaters, indoor malls, covered golf ranges and batting cages, and other points of interest right near you or within a reasonable driving distance. Mobile-layout directories and .mobi websites have the phone numbers that you need to make sure the information is current. And the restaurant guides, well they are a few clicks away too. Back in the motel room, junior is a little fidgity and cranky because he left his favorite game boy home. No problem, the mobile web has some neat games ready to keep him busy and quiet.

Example 2 - You're on a golf course and a buddy tells you about a new product from a new company he does business with. The product sounds like it could help you in your business. You sit down in the clubhouse for lunch, pull out your cell phone, and check out the .mobi website of the company. You continue to discuss the exciting benefits of the product with your friend right there and find out that it's exactly what your business needs. He tells you about some similar products and you check them out too. Good advice, good conversation, productive, enjoyable, love that dot mobi.

Example 3 - A salesman who is making visits to several prospects checked their company websites and searched for their competitors information back in the office. Now he's on the road and wants to refamiliarize himself or refresh his understanding of the businesses he is going to visit. He takes out his smart cell phone or pda and doublechecks the contact information and takes a look at a couple websites - thankfully they are dot mobi sites so they work well. Talking more intelligently with the prospective customers while understanding their business sectors makes him more credible in the eyes of the customers.

Example 4 - An alarm condition occurs on a piece of industrial equipment and the factory engineer needs to evaluate and fix the problem ASAP. It's during the 2nd shift which unfortunately is after closing time for the equipment manufacturer's phone technical service department. But he remembers that the manufacturer posts product and service information on their .mobi website. He accesses error code lists and troubleshooting guides via his cell phone while standing right at the piece of machinery and diagnoses and fixes the problem. He has a desktop PC in the maintenance office but no laptop. He always has his cellphone handy though and he knows that dot mobi websites work on his cellphone. Kudos to that dot-mobi-savvy equipment manufacturer. The engineer will keep that in mind when his capital equipment budget comes around this year.

Example 5 - That same factory engineer needs to order a replacement part for a 10 year old piece of equipment and doesn't know the name of the item. His predecessor lost the factory manual ... bummer. But being resourceful, the first thing he does is check the manufacturer's .mobi website. He finds a nicely organized service section with thumbnail pictures and parts listings. Then he uses his cell phone to take a picture of the defective part and the machine serial tag plate and sends them off to the service department of the machine manufacturer. He gets an email response the confirming the part number and pricing and he passes it on to his purchasing department. Easy, accurate, very productive way to do business.

There are going to be so many practical uses for the mobile web that one could sit around all day coming up with more examples. Think back to when you just first started using the desktop web. It was eye-opening. And now review how many different ways you use it today (and take for granted). Double the possibilities ... You will no longer be tethered. Mobile web access costs will decrease and usage will skyrocket. Price will not be an issue.

Sorry for the long post. Love thinking out loud, even if it's on a keyboard. Thanks for indulging me.

-acc

 

[CharlieA]

Any website regardless of extension can be monetized.

 

[circa1850]

Site for suggested content and appearance applications:

www.bmw.mobi
www.weiwei.mobi

Not your run of the mill mobi sites.

We're talking a European and global company based in Germany with a site in at least 7 different languages. One of the most complete and content rich sites I have seen today. Very comprehensive .mobi site that should be the benchmark for what mobi can and should be.

The other, a Chinese site that is multilingual. Superb content and layout.

Both are primary examples of what mobi can and will be. Not a business card but feature rich sites with relevant content.

Portability, convenience, and in your hand. That is what .mobi is all about.

 

[-db-]

Good, valid points all around. And a polite, healthy discussion. Thank you all for that. :tu:

 

[GeoOwners]

Site for suggested content and appearance applications:

www.bmw.mobi
www.weiwei.mobi

Not your run of the mill mobi sites.

We're talking a European and global company based in Germany with a site in at least 7 different languages. One of the most complete and content rich sites I have seen today. Very comprehensive .mobi site that should be the benchmark for what mobi can and should be.

The other, a Chinese site that is multilingual. Superb content and layout.

Both are primary examples of what mobi can and will be. Not a business card but feature rich sites with relevant content.

Portability, convenience, and in your hand. That is what .mobi is all about.

I also read the weiwei site will be the only outlet for her next release...very cool!


.

 

[circa1850]

I also read the weiwei site will be the only outlet for her next release...very cool!

That is correct. She is incredibly popular not only in China but all of Asia. Exclusivity such as this, only buying her new release on the .mobi site, will surely bring much brand recognition to the .mobi extension.

She is also China's musical spokesperson for the 2008 Summer Olympics.

I think we all just need to sit back, relax, and give .mobi a chance. I think there is great potential for this domain as it exists purely as a means of taking a small formatted site and giving it it's own extension.

And, I agree with -db-, nice to act civil sometimes.

 

[acc]

Dot mobi sites - content rich to match audience?

Site for suggested content and appearance applications:
www.bmw.mobi
www.weiwei.mobi
Both are primary examples of what mobi can and will be. Not a business card but feature rich sites with relevant content.
Portability, convenience, and in your hand. That is what .mobi is all about.

Circa - Very good examples of where this is heading.


We will see a wide range of mobile web site designs from the most basic single page business card layout to full-featured, beautiful, graphically-rich, multi-layered, content-packed sites, as well as sites with video, flash, and other features intended to enhance the user experience. Development of websites and content for mobile websites should be targeted to its audience. Business to business sites and consumer product and services sites targeting higher end customers might employ more elaborate and visually appealing web site presentations.

Think of your free local black-and-white weekly newspaper compared to an issue of Architectural Digest. The quality of presentation, level of advertising, cost of production and distribution, and market focus are noticeably different for these two paper-based periodicals. So to in the electronic format world it follows that those who can afford higher end smart phones with bigger and better screens will enjoy a richer mobile web experience. Basic two-inch screens (some still monochromatic) will be the norm on the lowest end phones in the marketplace for at least several more years. The lower end segment of the mobile phone market will see improvement in features and performance as manufacturing costs fall due to economies-of-scale, improvement in materials, and the rollout of more subsidized promotions by cell phone carriers.

Like with any good design, you must know your audience and design to inform, entertain, and satisfy them. Of course pages with fewer and smaller graphics load faster. But development of comprehensive and graphic-rich dot mobi sites should also be encouraged. Just meet the mobile-compliant standards and design away. More style sheets for everybody.

-acc

 

[Innercool22]

Just stirring the pot, and acc I like your sig :tu:

 

[rocknrollo]

have admob ads on my .mobi site freedomtrail.mobi will let you all know how they work.

 

[nombre]

To have a 4 in. screen now is fine, but thats not to say the phone companies cant make them bigger if they see a need to.

this is one of the main challenges mobi faces ... dealing with screens as small as flip phones and as large as blackberries ...finding the right amount of information to put on a site is going to be a challenge

I picture a good use of .mobi like the talking realestate services if anyone has seen them...you drive by a house for sale...on the sign "thishouse.mobi" to see all this house has to offer, the price, etc...all from the seat of your car.

very soon, all phones will come with built in gps ....in my opinion, one of the main uses for mobi will be mapping .....

lead generation and plain old tiny billboard ads will work very well on a mobile phone _if_ you can target a user in a specific location

i.e you will be able to sell a pizza parlor, or car dealer or florist or bookstore a text ad or display ad that is only displayed when a user is within a half-mile or 100 feet of their business and charge them a half-cent or 1/10 of a cent or whatever ... not too mention electronic coupons which will be very profitable

 

[uber]

I put a link to an Amazon store I created specially for scubadiver.mobi - checked it out on the crackberry and it actually looks quite good... couple of sales too... enough commission to pay for the reg fee...

 

[scandiman]

I put a link to an Amazon store I created specially for scubadiver.mobi - checked it out on the crackberry and it actually looks quite good... couple of sales too... enough commission to pay for the reg fee...

That's fantastic and congrats!