Big brands such as Virgin, Target, eBay and Ferrari were the first in line when registrations started 
for the new .mobi top-level domain. Within two hours, a large number of prominent brands had secured their .mobi domain names.
Dotmobi started their Sunrise period on June 12, where owners of intellectual property can register domain names in the new .mobi top-level domain. Within the first two hours, a large and diverse number of big brands had secured their trademarks, among them Virgin Group, eBay, VISA, American Express, Target, Wal-Mart, ESPN, Saab, BMW, Chrysler, Ferrari, Rolex, Ziff Davis Publishing, Dolce & Gabbana, and many more.
There was also a short Limited Industry Sunrise period in May where mobile companies and mobile content providers, as well as entertainment media such as film and TV companies registered domain names, which secured .mobi domain names for the likes of Google, Microsoft, Yahoo!, T-Mobile, Verizon, CNN, Fox and Warner Bros. BIOS: The Quality Tech Guide