We are entering the Mobile Media Era. The business model is changing again, this time with an emphasis on people and communication, not just commerce and entertainment. Broker takes a backseat to the more personal Connect as the main value driver for consumers. Notably, it is the first time in the history of media that people have been walking around with both media consumption and production devices, making them active participants in the creation and distribution of media. No longer Watching or Surfing, people are co-creating, mashing, blogging and networking together a media fabric that threatens the status quo in a significant way. Media is being more widely distributed farther away from the center of the network, this time right to the furthest edge the pocket of ever man, woman and child with a mobile-connected Personal Media Device. I find it most interesting that low production value MMS is often more compelling than slick, high-production quality television because it is personalized and serves a purpose very different from TV. I would like to state clearly that, while it is an important link on the value chain, the definition of Mobile Media is not TV on your mobile phone.