Telnic offered an example of how the new domain could aid someone trying to reach the Hertz car rental service. A user would type Hertz.tel on their mobile phone and be connected to a customer service representative for the local area.
That's cool, actually.
The key differentiator for the dotmobi domain is the mobile user experience. This is driven by the Switch On! Guides. The guides contain a mixture of mandatory and recommended best practices for developing mobile content and services.
The more TLDs, the merrier...but a .shop would have been the people's choice.