I could imagine why many startups have chosen to focus on mobile, especially when it's a space that's attracted significant investment from carriers and media c

I could imagine why many startups have chosen to focus on mobile, especially when it's a space that's attracted significant investment from carriers and media conglomerates alike. However, many startups underestimate the true intentions for these investments. For carriers, mobile media is an opportunity to get their foot in the door of content distribution. For media firms, it's a chance to amortize IP development costs and maximize returns by putting their franchise content on as many screens as possible. For users, it generally means taking it up the backside.