What's in a name? That's what the mobile marketing community has been addressing ever since Microsoft, Google, Nokia and a host of other brands joined forces to bet more than a million dollars on the name "mobi."

But while marketers, the mobile industry and anyone else standing to benefit from the expansion of mobile web are backing dot-mobi -- a mobile-specific domain address similar to dot-com that allows people to surf the internet via cellphones, smart phones and other mobile devices -- others think the well-ingrained dot-com address works just fine, and keeping it will mean not having to spend money educating consumers about what the heck dot-mobi is in the first place.

"I don't think it's strategic in the long term," said Jean Berberich, head of mobile consumer strategies for Procter & Gamble Co. With dot-mobi, marketers would likely need to add text to their ad copy that instructs consumers to use dot-com for PC and dot-mobi for mobile surfing.

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