dotMobi Allocates First Two-Character Mobile Domain to Fifth Third Bank

Building on mobile banking momentum, 53.mobi marks the site of the first two-character Internet address used specifically for the mobile phone

DUBLIN and WASHINGTON, March 3 -- dotMobi, the company behind .mobi - the only Internet address created specifically for locating content that works on all mobile phones - today announced the allocation of the first two-character mobile Internet domain to Fifth Third Bank: http://53.mobi/.

In January of this year, dotMobi announced that it is making available .mobi domain names with one and two alphanumeric characters, such as q.mobi, k9.mobi, 13.mobi or ny.mobi. These short names are highly sought after by companies who want to extend their brand with brief, memorable Web addresses. Fifth Third Bank is among the very first innovative banking brands to do so, extending services available on their existing Web site, 53.com, to the mobile phone.

Fifth Third Bank launched its mobile banking service in select markets beginning in February and continues to roll out the service throughout its 12-state footprint during the month of March. With Fifth Third Mobile Banking, customers can use their mobile phones to view information such as account balances and pending & posted transactions, to transfer funds, and to find Fifth Third ATMs and branch locations. Those who enroll also can sign up to receive text alerts regarding balance levels, statement availability and more. With 53.mobi, Fifth Third Bank joins other leading financial institutions in providing their customers with mobile sites to handle their "on the go" banking needs.

"We understand the importance of providing our customers with options when it comes to researching and servicing their accounts," said Paul Moore, vice president and director of Alternative Delivery for Fifth Third Bank. "We are pleased not only to offer this next step in convenience, enabling customers to bank whenever and wherever they want, but also to do so with an address and site consistent with 53.com."

dotMobi is one of the very few registries who have made one and two character names available. These short domain names give brands an upper hand in supporting mobile phone users who do not want to type long URL addresses into their phone browser for viewing mobile content.

"Since we announced the availability of one and two character .mobi domains, we have been approached by an exciting number of strong brands looking to provide consumers with high-quality mobile content," said Trey Harvin, CEO of dotMobi. "The Fifth Third Bank example of 53.mobi shows how a brand strongly rooted in using a two-character domain name - like 53.com - can easily go mobile, and utilize dotMobi's tools, resources, and marketing reach."

Companies can submit their interest in a one or two character .mobi domain by visiting http://dotmobi.mobi/onechar. dotMobi responds to requests from interested brands that provide specific concepts for the .mobi domain requested. All formal applicants will then be required to complete a proposal and contract process.

About Fifth Third

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $120 billion in assets, operates 16 affiliates with 1,309 full-service Banking Centers, including 93 Bank Mart(R) locations open seven days a week inside select grocery stores and 2,347 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates five main businesses: Commercial Banking, Branch Banking, Consumer Lending, Investment Advisors and Fifth Third Processing Solutions. Fifth Third is among the largest money managers in the Midwest and, as of December 31, 2008, has $179 billion in assets under care, of which it managed $25 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third's common stock is traded on the NASDAQ(R) National Global Select Market under the symbol "FITB." Member FDIC.

About dotMobi

Headquartered in Dublin, dotMobi is a worldwide leader in enabling the development & discovery of quality mobile content through innovative services, helping businesses and individuals reach the world's billions of mobile phone users. dotMobi spurs mobile industry innovation by giving content providers the tools they need to ensure the Web will work on mobile phones with speed, accuracy and relevant content.

dotMobi is backed by leading mobile operators, network & device manufacturers, and Internet content providers, including Ericsson, GSM Association, Hutchison 3, Microsoft, Nokia, Orascom Telecom, Samsung Electronics, Syniverse, T-Mobile, Telefonica Moviles, Telecom Italia Mobile (TIM), Visa and Vodafone.

  --  Visit http://dotmobi.mobi/ for information on .mobi domains and all
      dotMobi services.
  --  Visit http://mobiforge.com/ and http://instantmobilizer.com/ for mobile
      site development and services.
  --  Visit http://mobithinking.com/ for mobile marketing information and
      services.
  --  Of course, use the .mobi equivalents of these sites to guarantee a
      quality experience on your mobile device. And see the dotMobi blog at
      http://blog.mobi/.


  For more information, please contact:
  Vance Hedderel
  dotMobi
  703-485-5563
  vhedderel at dotmobi.mobi

  Danielle Siemon
  Edelman for dotMobi (US)
  650-762-2947
  danielle.siemon at edelman.com

  Stephanie Honan
  Fifth Third Bank
  513-534-6957
  stephanie.honan at 53.com