Justin Hayward, communications director at Telnic, said: "Companies need to understand that the .tel [domain] will have a global impact and can be accessed by any device connected to the Internet in any country, so trademark owners really need to make sure they're going to be well-placed with their brands in this mobile-optimised contacts directory."

All Sunrise applications are assessed on a first-come-first-served basis where there are multiple applications for the same trademark. Validation is conducted by an independent validation agent, Deloitte.