320 Part II • Applying Information Technology
other successful Web stores and try to learn from them.
And I devote a lot of time and energy to identifying and
keeping up with new developments and trends relating
to the Internet. For example, an obvious trend in this
country is to go mobile. Everyone has a cell phone, and
the Internet is going on the cell phone. The URL for
mobile ends with .mobi, so we have purchased our
most critical URL terms with the .mobi ending. If
someone wants to shop for clip earrings through hercell phone we want Cliptomania to be found, so I have
purchased those URLs just to protect our turf.
We are lucky that we started when we did.
Today there is no way that we could be successful
starting Cliptomania from scratch, but we have
reached the point where we believe we can continue
to prosper despite competition, downturns in the
economy, and a few missteps like we had when we
changed service providers.