The .tel top level domain, which hopes to replace physical and virtual calling cards via hosted web databases and mobile editor applications, begins its sunrise period on Thursday, December 3. Media and downloads at the Telnic website add clarity to the new enterprise's service mission.

The movies at the Telnic site demonstrate a simple web 2.0 details editor, with click-to-edit data fields and a slim, focused interface. The videos and demos combine to show numerous use cases such as small and large businesses, personal use, and use by professionals who travel and commute.

For businesses, individual office locations are demonstrated, each with their own page with breadcrumb navigation. The ability to customize and organize data fields helps route calls and emails to departments and agents via information on the business's .tel page, just like a white pages listing with multiple department entries.

For professionals and others on the go, multiple profiles can be created and selected: e.g., Home, Mobile, Work, and Boston. Privacy levels for each field enable showing some contact details only to those on a “friends” list.

The developers' page is also coming along, with beta software now available on numerous desktop and mobile platforms, and a community for those interested in contributing new .tel editors, viewers, etc.

With this robust customer- and community-facing information, it does become easier to see how Telnic could survive in a post-Facebook world. Phones are becoming more responsive to user wants; no longer does the manufacturer control what Internet tools are available on which device. That means the success of .tel's upcoming launch may be less restricted by market entrenchment by today's big social networking players, and more responsive to grassroots market adaptation, if there is any.

For more information about the coming Sunrise period, or the Land Rush or General Availability phases, including all relevant policies and guides, click here.

News report compiled by Nathan Hawks