The mobile phone has far surpassed the days of just making and receiving calls. That gadget in your pocket can now be your camera, radio, TV, web browser, gaming system, weatherman, personal shopper, notebook, encyclopedia... just about anything. Now with a gadget like that, with so much personal choice, why would the advertising industry ever pass on such an opportunity? Well it hasn't, in 2007 ad revenues for the mobile market was $2.2 billion and they are expected to reach up to $11 billion in 2010.