So far, the DotMobi registry has reserved over 5,500 so-called premium generic terms, which include such domain names as sex.mobi and sun.mobi. If you wish to apply for a premium name it will cost you $1,500 which you must pay to the World Intellectual Property Organisation for accreditation. Other than that, it costs about $25 (£14) to register a DotMobi site for a minimum two-year period.
Those who register .mobi addresses are being trusted to make mobile friendly content available through them, but at present there is nothing to stop you from viewing a .mobi page with a computer's browser. Some observers, such as Rachel Lashford, senior analyst and research manager at Canalys, believe that the whole thing is somewhat inane.
"Having another top level domain is a completely pointless exercise," she said.