2010 Study of Mobile Web Trends Shows Continued Explosion of Mobile-Friendly Content

Two-year global mobile content growth outpaces growth of desktop Web in equivalent period

DUBLIN, October 20, 2010 - dotMobi, the mobile Web solutions company behind .mobi - the only
ICANN-approved Internet address created specifically for labeling content
that works on all mobile phones - today announced highlights of its third
annual study on mobile Web trends.

The dotMobi "Mobile Web Progress" study examined websites available via
the world's most-used global top-level Internet domains: .com, .net, .org,
.info and .mobi.

The 2010 study demonstrates that the mobile Web is continuing its
explosive global growth. The 2008 study showed 150,000 mobile-ready websites,
while the 2010 study showed approximately 3.01 million sites, representing an
incredible two-year growth of more than 2,000 percent. And that growth level
significantly outpaces early desktop growth.

Web analysts Netcraft found that, between 1996 and 1998, the size of the
desktop Web grew from 150,000 sites to 2.0 million sites, a growth rate of
only 1,333 percent compared to the mobile Web's 2,000 percent growth in the
equivalent timeframe.

"Many brands and businesses are seeing that mobile is a vital, unique
channel and not just a smaller desktop Web. Big brands are now adopting
mobile Web strategies, but we still have a long way to go, given the ubiquity
of mobile phones compared to computers," said Trey Harvin, CEO of dotMobi. "A
recent Morgan Stanley report noted that the 'mobile internet is ramping
faster than desktop internet did and will be bigger than most think'.
Businesses of all sizes need to prepare for the change in how people will
access content by embracing the mobile Web."

"Small business owners must engage their growing mobile audience as large
brands have. Tools like Dreamweaver and WordPress enabled this to happen on
the desktop Web by making site creation fast, easy and cheap. Developments
like jQuery Mobile, DeviceAtlas and goMobi are now making this happen for the
mobile Web," added Harvin.

A close-up on Alexa's top 500,000 sites

To better understand how the world's most popular websites are handling
mobile phones, dotMobi looked closely at the top 500,000 websites as
determined by Alexa, the Amazon.com intelligence company.

Within the Alexa top 1,000 sites, 40.1 percent of all sites are
mobile-friendly. These sites represent the world's most popular Web
properties, like Google, Facebook and Yahoo!

Beyond the top 1,000, mobile friendliness still holds strong but is not
yet as widespread. Of the top 10,000 Alexa sites, 29.7 percent perform well
on mobiles. Once the input data is broadened to include the top 500,000
sites, the total number of mobile-friendly sites drops to 19.3 percent.

dotMobi's Director of Engineering, Ronan Cremin, said, "The study
demonstrates that apps are shifting to become a part of a broader mobile Web
strategy rather than the strategy itself. While some brands build individual
apps for multiple platforms like iOS, Android and BlackBerry, businesses are
increasingly choosing a mobile Web solution for their content, as many of the
Alexa top 1,000 have already done."

"As more tools come to market and HTML5 support spreads, mobile Web apps
will displace most 'native' apps. Brands can now build a single mobile Web
presence that works across all mobile devices without the limitations, costs
and maintenance issues of multiple app platforms. The mobile Web lets you
address all of your mobile customers, not just those with iPhones and Android
handsets," Cremin added.

"Companies that have focused on good mobile user experiences and
mobile-friendly websites now have strong advantages in competing for
visitors, sales, and customer loyalty," Harvin said, "And these advantages
are already positively impacting sales at their desktop websites."

About dotMobi

Headquartered in Dublin, dotMobi - a wholly owned subsidiary of Afilias
Limited - is a worldwide leader in enabling the development & discovery of
quality mobile content through innovative services, in turn 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.

    - Visit dotMobi.mobi for information on .mobi domains and all
      dotMobi services.
    - Visit mobiForge.com and goMobi.info for mobile site
      development and services.
    - Visit mobiThinking.com for mobile marketing information and
      services.
    - Of course, use the .mobi equivalents of these sites to guarantee a
      quality experience on your mobile device. And see the dotMobi blog at
      blog.mobi.

    For more information, please contact:

    Vance Hedderel
    dotMobi
    +1-703-485-5563
    vhedderel@dotmobi.mobi

    Danielle Siemon
    Edelman for dotMobi (US)
    +1-650-762-2947
    danielle.siemon@edelman.com

    Emily Middleton
    Edelman for dotMobi (UK)
    +44-20-3047-2318
    emily.middleton@edelman.com

Vance Hedderel, dotMobi, +1-703-485-5563, vhedderel at dotmobi.mobi, or Danielle Siemon, Edelman for dotMobi (US), +1-650-762-2947, danielle.siemon at edelman.com, or Emily Middleton, Edelman for dotMobi (UK), +44-20-3047-2318, emily.middleton at edelman.com