The next big thing in mobile land says that published (often paid-for) content catalyses person-to-person use, which viral marketeers will be happy about.
Picture messaging is catching on. Person-to-person messaging across networks is flourishing and nearly all new phones come with a camera and a hot button directly to the internet. The next big thing will be personalised multimedia content delivered directly to these phones, and first indications in the market are positive.
Since T-Mobile introduced viral-style alerts (pictures, sound and stuff you get automatically once you've signed up) we've seen a 15% rise in person-to-person usage, which suggests folks who subscribe to these new services like the idea of it and are replicating that viral instinct of sending on pictures of hamsters breakdancing, plate-spinning, etc.
This means the networks are a bit happier, but Mr Content still can't see the leverage needed to maximise the time and money it takes to produce or repurpose content for the mobile space. It's early days yet but help is at hand with the vibes from the networks looking promising.