There are two ways to understand the mobile world: one is to pay an agency to develop either a site or an application, the second is to give a white card to a partner who will pay between half and the full cost of production but will share the revenue generated for many years.

Take the first point: who can develop a useful presence on the mobile? Basically everyone, of course there are the media, brands, sports clubs, political parties, but also individuals (mobile blog) and finally, all organizations or people who have something to say.

Take the second point: is it a mobile site or a proprietary application? And why not a normal site without adaptation? The user friendliness of smartphones and tablets has improved so much that one wonders what is the advantage and even the usefulness of adapting a website to fit the mobile screen. As for the applications, they are slaves to the catalogue and the infamous 30% commission retained by Apple or Google, so it seems that the "traditional" site is needed.

There remains the fundamental element of revenue and co-production. For products or services that are sold on the mobile it is better if they are available immediately and therefore of an immaterial nature: music, video, e-books, e-ticketing ... although some argue that M-Commerce is for all products. As for payment, the doctrine consists of four types:

For the first two, the operator remains in control of financial conditions, they will retain a 30% charge for SMS billed at 1 euro and for direct billing (payment on the invoice of the subscriber). 30% (which also applies to Facebook Credits) is the fashionable rate for any operator in a monopoly situation.

So who can transform their investment in the mobile world into a source of income? Those who can meet the needs of fun and participatory styles: sport federations, games, betting, electronic voting, video downloads and of course all the little applications that embellish the mobile life: ringtones, wallpapers, fun photos

The major brands remain: L'Oréal, Nestlé, Disney, Coca Cola ... which agencies will try to sell campaigns and dedicated sites. Can you imagine a mobile site fully self-funded by revenues directly generated from end users? Well I do not know and since the members and readers are predominantly advertisers, I invite them to respond directly on the forum!