Making the web Truly Mobile, Jonas Wilhelmsson of Drutt

There are no killer applications; instead you need a large number of services
cf Amazon and books. Long tail again (he calls it "the fat tail")

- Mobile operators drive the business
- Walled gardens business model: 10-30% of subscribers use operator portals, high margins
- Mission-critical functions: adaptation, integration and charging of content
- Everything else is negotiable

The long tail will encourage the 75% of folks not currently using mobile data to do so

How to exploit potential:
- Make the web truly mobile
- Focus on where mobility adds value: do segmentation and transactions will follow