With the highly anticipated entrance of Google to the mobile phone market, using their mobile phone operating system dubbed "Android", expected to go on sale later this year, Google focus on the rapidly developing mobile advertisement market is all too apparent.

Recent mobile internet usage research, conducted by AKQA's Research & Insights Survey Report, revealed that site layout remains the top reasons for mobile Web dissatisfaction among consumers with almost half of the respondents noted that due to a poor initial experience the mobile Web made them "reluctant to access" that site again. However, with the rising adoption the Mobi domain extension, which adheres to enforced mobile-compatibility style guidelines, the nature of the mobile market is moving towards a focus on what is best for the user as businesses create mobile website versions of their existing sites.

Mark Boost, Managing Director of leading UK domain Registration Company, LCN, notes: "Website owners have been increasingly adopting the .mobi web extension to inform customers that their site is optimised for a mobile device." "Due to the minimal cost of a Mobi domain (average price of only 15 pounds per year) there is no reason not to provide a .mobi version to your viewers, or, at least secure the domain name till your business is in a position to provide this option for its customers."

Mobile phone users in the United Kingdom accessed the internet via their handsets almost 16 million times throughout the month of May. And, with consumer adoption of mobile internet usage within the UK consistently increasing, largely due to the recent spike in sales the Apple iPhone 3G, responsibility for business owners when taking into account the role the mobile device can play in helping them engage with customers is becoming a lot more imperative.

Over 1 million Mobi domain names have been registered since its launch in late 2006. And, due to the fact that mobiles have unparalleled reach, (with over 90 per cent of the UK population owning one, if not more, handsets) businesses are increasingly embracing the need to provide a better mobile experience for their web visitors by letting consumers know that a site will work on a mobile phone.

Mobi is a new unique domain name extension, it is the first of its kind; delivering the internet to mobile devices. Mobi is sponsored by a consortium of companies and organisations including some of the most established phone and internet providers from across the globe.