Mobile entertainment is a huge business. At just over $32bn a year earned from nearly one billion users, mobile entertainment is not far off the $50bn generated by internet advertising.
Ours is a grown-up business selling digital goods on a truly impressive scale.
That's why this year's Mobile Entertainment Market (MEM), the annual event of the Mobile Entertainment Forum (MEF), is going to be so interesting. Gone are the sessions on the latest cool technology, or on ways of building up huge valueless audiences.