A few tidbits of information to provide insight on the future of CRM and video: Kodak has 17 different CRM systems and it will be some time before the company can link it to mobile. "But we'll get there," says Jeffrey Hayzlett, CMO and VP, Eastman Kodak Co. When the topic turned to video, Hayzlett says it will become the most important piece of mobile. It's the most preferred way people want information. The problem is bandwidth.

Jeffrey Hayzlett, CMO and VP, Eastman Kodak Company, married his brand to the mob, with a mobile ad where a malfunctioning printer gets whacked. Eastman hired Vincent Pastore, the actor who played "Big Pussy" on the Sopranos, to do in the printer and deliver the message that it should have used Kodak ink. Hayzlett says the brand then played the ad in theaters, because of its cinematic elements. However, that presented a real issue with the activation. "What's the first things everyone does when they get int he theater," asked Hayzlett, nearly slapping his forehead with the realization that people …

"Mobile will become the single most dominate media there is," says Jeffrey Hayzlett, CMO and VP, Eastman Kodak Co. He dropped his laptop and now he carries two mobile phones.

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.