dotMobi Introduces Chinese IDNs

DUBLIN and WASHINGTON – Oct.13, 2009 – dotMobi, the company behind the .mobi top-level Internet domain, today announced the availability of its one-of-a-kind mobile keyword and .mobi domain bundle for Chinese brands and businesses, offered in partnership with China-based mobile keyword vendor Huarui.

Currently, more than 50% of China’s 1.3 billion citizens are estimated to be mobile subscribers – a figure that will quickly grow with the advent of 3G networks, which are just now arriving in China. And as with other countries, 3G mobile network speeds will drive the growth of mobile Web use. dotMobi’s unique mobile keyword and .mobi domain bundle is designed to meet the needs of businesses in that burgeoning mobile Web environment.

Trey Harvin, CEO of dotMobi, said, “The packaging of mobile keywords and .mobi domains is a global first. This gives Chinese site owners the flexibility of using the .mobi domain to help ensure successful discovery by search engines, while using both the .mobi domain and matching keyword in advertising efforts.”

Keywords – memorable words that a user can type into a mobile phone instead of a number – are very popular in China. And specific to the Chinese market, dotMobi will offer Web addresses in Chinese characters. These addresses in non-standard language characters are known as Internationalized Domain Names (IDNs). The use of Chinese-character IDNs will allow Chinese-language mobile Web sites to be found more easily by search engines. According to Analysys International, more than 270 million Web searches were performed on mobile phones in China in the second quarter of 2009 – double the figure from a year earlier, which highlights the importance of search for the Chinese mobile Web.

“Huarai is pleased to work closely with dotMobi in bringing a unique solution to market for local businesses as well as global brands doing business in China. With 700 million Chinese mobile subscribers, a rising number are using the Web on their phones as carriers in China roll out 3G services. Being able to find content that works on mobile phones is extremely important, given the ongoing rise in mobile Web users, and that is why Huarui is happy to be collaborating with dotMobi,” said Mr. Ma Yanli, CEO of Huarui.


The dotMobi / Huarui bundle of keywords and Chinese-language .mobi domains will be available in a special sunrise period beginning at 4 a.m. UTC on October 29, 2009, and will finish at 4 a.m. UTC on November 28, 2009. Immediately after on November 28, 2009, general registration will commence, and the keyword / Chinese-language .mobi domain bundle will be available at standard prices.

More information for registrars is available by sending an email to

About dotMobi
Headquartered in Dublin, dotMobi is a worldwide leader in enabling the development & discovery of quality mobile content through innovative services, helping businesses and individuals reach the world’s billions of mobile phone users. dotMobi spurs mobile industry innovation by giving content providers the tools they need to ensure the Web will work on mobile phones with speed, accuracy and relevant content.

dotMobi is backed by leading mobile operators, network & device manufacturers, and Internet content providers, including Ericsson, GSM Association, Hutchison 3, Microsoft, Nokia, Orascom Telecom, Samsung Electronics, Syniverse, T-Mobile, Telefónica Móviles, Telecom Italia Mobile (TIM), Visa and Vodafone.

For information on .mobi domains and all dotMobi services, visit, and on mobile devices, visit

For more information, please contact:
Vance Hedderel

Gareth Davies
Edelman for dotMobi (Europe)

Danielle Siemon
Edelman for dotMobi (US)

Note from mobiEnthusiast: Thank you to forum member ChineseDomain, who offers this additional clarification:

From the above link, you will know who is CATR, China Academy of Telecommunication Research (CATR) of the Ministry of Information Industry (MII).

HuaRui (北京华瑞网研科技有限公司), its English name is “Beijing RITT – Net Technology Development Co., Ltd”. There are few materials about it and only have Chinese Websites

From the Chinese Introduction of HuaRui, it is an Join-venture company under CATR. The 12114 Chinese wireless keywords operation is under HuaRui. HuaRui manage the whole 12114 wireless keywords database. The China and Wireless keywords bundle API/management is developed by HuaRui.

Note: there are several wireless keywords in China, 12114 is the one controlled by HuaRui. HuaRui and CATR are only company, not MII.

It is just like the “Name” of a domain, but it has no extension. It has to be used with SMS service number, i.e. 12114 here.

Wireless keyword is an addressing technology established on the quick access in wireless Internet by mobility equipment. This technology is the simplest method for acquiring wireless website address. Wireless keyword establishes the bridge of wireless information communication between the Internet and mobile terminals so as to fundamentally solve the basic problems of the development of mobile informatization. The extensive application of this technology will enable mobile terminal users to acquire rich information from the wireless Internet with Chinese input method.

For Chinese IDN and Wireless keywords bundling, it means the 12114 wireless keywords, not others

How it works?
Send the “Keywords” with “Operations” to 12114 by SMS, then you will get what you you want by SMS. For example:
1. get the WAP url: send keywords “当当” to 12114, you will get the WAP URL of “当当网”( by SMS in your mobile

2. vote: send “some keywords” with “your prefer name”, then you vote it by SMS.
3. Get the bus route: send “some keywords” with “start station” and “end station”, you will get the route from “start” to “end” by SMS.
4. Any more you want? It can. Donate Money, buy books, buy tickets…

It require backend application to support complex wireless keyword features.


3 Responses to “dotMobi Introduces Chinese IDNs”

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  1. MobileDesign says:

    IDNs for .mobi? this is amazing!
    How would an English-speaking mobile user access a mobile website if the majority of the world speak Chinese (the majority do, btw)? Actually, the majority of those who access mobile websites directly into the URL of a mobile device are NOT native-English speakers. If a company wants the majority of those mobile users (non-English speakers) to access their mobile website, then an IDN would be a necessity.
    Perhaps this is just too new for those, but to get your hands on an IDN for a .mobi will be the best investment for your future!


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