â€œItâ€™s the immediacy,â€ says Brandon Lucas, Senior Director of Business Development at MySpace Mobile. â€œItâ€™s the ability to update from moment to momentâ€ -- and particularly with information thatâ€™s extremely time sensitive.
â€œImmediacy and utility,â€ says Neal Shenoy, Managing Partner,  Media, making the point that mobile devices going with consumers everywhere, and can easily serve as ready sources of information from directions to news updates.
Also, according to Sabine Irrgang, COO and co-founder of GoFresh/itsmy, the mobile web isnâ€™t nearly as established / colonized as the â€œtraditionalâ€ web.
â€œUnlike online, thereâ€™s so much thatâ€™s yet to be build,â€ says Irrgang, though, he warns â€œIt takes risk and understanding.â€