OMMA Mobile focussed on ROI and results, especially in the entertainment and media business. Televison, film, magazines and music industries all launched major mobile initiatives this year and tweaked some of the older models. From TV text-in programs to branded games, dedicated iPhone apps to mobile video on demand, on-deck music stores to the emerging ringback market, media companies finally are serious about getting a foothold on mobile.
Patrick from Razorfish told a story about one of their developers developing an iPhone app that interacts with the vending machine to dispense soda pop – cool. Unfortunatelly that was pretty much the only interesting thing 🙁