Michael Rosenberg, director of national advertising, Paramount Pictures, says the media company will launch a marketing campaign to engage with people about the movie 'Paranormal Activity,' where everyone who asks a question about Halloween on Saturday night we receive an answer. MTV reports that 'Paranormal Activity' is the most profitable movie of all time. The movie made for $15,000 has delivered a reported 434,000% return on investment.

For the brand Eastman Kodak, mobile is not the end-all be-all. "It's just a tool, it's like a fax machine," Says Jeffrey Hayzlett of mobile. "remember when there used to be fax franchises and you used to have pay $20 a page?" Mobile, he says is just another tool he wants in his brand's arsenal, but recognizes mobile's uses for customer acquisition (where the fax machine turned out not to be so hot for that unless, of course, you sell discount vacation packages).

Connecting with consumers through iPhone applications has been a focus for many companies. For Benjamin Moore and Kodak it's all about color and fun. Nick Harris, manger marketing communications at Benjamin Moore & Co., says the company developed an iPhone application that let consumer match color. They take a picture with the iPhone of the color they want to match and can bring it into the store. The biggest learning, he says, is that it delivered a new value. Jeffrey Hayzlett, CMO and VP, Eastman Kodak Co., says Kodak developed an iPhone application that puts a smile on …

John Zehr says the key to mobile adoption is to simplify. Interfaces, applications and platforms, for the most part, need be very user friendly and enjoyable. "Make them dead simple to use is going to drive this marketplace," he says. The iPhone, of course is a prime example.

John Zehr, SVP and GM, ESPN Mobile is the current title holder for most mobile devices at OMMA Mobile -- coming in at four. He carries: BlackBerry, iPhone, mobile tv, and a phone (the one he uses to actually make calls) Sure lots of people have a BackBerry and an iPhone (some say they don't even know their iPhone voice number). So does anyone have more than four mobile devices? Anyone, anyone?

Mobile is a personal experience. It's the only screen with you every waking hour. Consumers have started to pay more for what they do on mobile rather than cable, from checking sports scores, to checking airline flight information. "Mobile will become bigger than anyone thinks," John Zehr, SVP and GM, ESPN Mobile, told attendees during the keynote at OMMA Mobile in Los Angeles.

"Mobile is a personal experience, and people are using it in a way that reflects the way they want to use content," says John Zehr, SVP and GM, ESPN Mobile in his keynote this morning. Consumers are beginning to spend more for mobile access than they do for home Internet access, Zehr says. Whereas the PC was a work productivity tool in the beginning that was transformed by the Internet into an entertainment device. Mobile started off as a communications device that is morphing into an entertainment device that everyone has. "You have people who are using this tool …

MediaPost's Steve Smith said in his introduction that the term "Year of Mobile" has been so oft used that when it arrives we'll all be embarrassed to say it. But maybe it's here. One quarter of Facebook traffic comes from handsets, and Twitter has said that mobile is key to its business plan in the future. Smartphone penetration at 20-25 percent and growing rapidly. But mobile is not just an extension of the Web. It's a one-to-one medium that takes place in real time. So this may not be the year of mobile -- oh, but it is, isn't …

Microsoft and Google are seeing more CPG, auto and retail companies join travel in mobile advertising. I have heard in the past few months from many sources the search engines are seeing a major uptick in mobile advertising. (Though a little lift from nothing can be considered major.) As we look at search on the desktop and identifying intent to match relevancy in the search, will the phone's core search functions reside in applications rather than the engine? Well, if you ask Google's Marc Freed-Finnegan and Bing's Doug McMillen, who sat next to each other by the way, surprise, said …