The new .mobi top level domain name service has launched in a limited way.

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 new top level domain is supposed to appeal to mobile content providers, operators, service providers and handset makers.

"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."