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Comment #1: In the perspective of the above, we believe that this may be understood as (strongly) misleading consumers, who will have other, natural assumptions about the meaning of the trust mark. Assumably, if a mobile Web site is declared to be “mobileOK�?, consumers will assume the trust mark to is some kind of guarantee for aspects that will mean OK to them. In other words, it may well be assumed as a guarantee for reliable content, safe access, and trustable connections with a fair usability and some minimum levels of accessibility. Furthermore, depending on the consumer’s age, assumptions may even be made about the some kind of appropriateness of the content, when accessed by young children. An analogy to the above is TV sets marketed as “HD ready�?. Even if this is only a declaration of one of the TV set’s capabilities, consumers (typically uninterested in details of this and other technologies) will naturally assume this to be a declaration of compatibility and capabilities for receiving and displaying high definition TV broadcasts without further needs to buy additional products (such as a set-top box) and most probably, subscriptions (that will also imply a considerable monthly fee). Consumers are often not aware that HD displays will only display an HD picture when connected to an HD receiver (set-top box). This will lead to consumer disappointment and the product may even be handed back. To continue with the analogy, “Real HD ready�? TV sets are now marketed and the situation is becoming very confusing…what was “HD ready�?? And what may be next? False marketing does not aid the successful uptake of new consumer technologies. Therefore, we suggest the re-branding of the mobileOK™ and mobileOK Basic™ trust marks in some way that reflects their true and proper meanings. Due to the complexity of the required branding, this may be a challenging task but worth the effort. It is not our task, nor competence area to propose alternative names that would work properly on a global market but wording that consumers would understand may include: • Ready for mobile use; • Mobile device adapted site; • This content displays OK on mobile devices. We believe that third party provisioning (or certification) is the only way to provide a reliable trust mark information to consumers as often, products do not match qualities declared by manufacturers, entailing a loss of consumer confidence. ANEC therefore encourages third- party certification.