But wait, there's more. The latest food analogy from Barbieri: crab. "The shell is really hard to crack and it has lots of compartments. But the meat is very sweet." Who knew mobile could taste so good? The good news, according to Barbieri, is that the mobile landscape is starting to open up with the success of the iPhone opening eyes to what a user-friendly mobile experience can be.
The best aspect to Discovery Communication's Doug Craig is that the mobile video audience comes on top of existing viewers. "the beauty of mobile is that it taps into audience that previously couldn't have consumed mobile, so it's additive." The cable TV company looks at mobile's value as an extension of broader media campaigns, rather than judging results on a standalone basis.