The race for securing a slice of the "mobile internet" kicked off today with companies given their first opportunity to register for a new ".mobi" internet domain.

From today, trademark holders from within the mobile industry have the chance to register their trademarks as .mobi domains. From 12 June to 22 August, all trademark holders will be given the opportunity to get their hands on a .mobi domain before the whole thing is thrown open to the world and its dog on 28 August.

The idea behind .mobi is that it will funnel users to sites and services specially designed for mobile devices. According to the experts, it should appeal to phone operators, content providers, service providers, and handset manufacturers.

"Companies need to act quickly to ensure they protect their brands and existing online presence from potential threats," said Jonathan Robinson, coo of domain registrar NetNames. "The new .mobi domain will help make mobile internet addresses easier to market and remember and increase the volume of consumers surfing the web on the move." ®