Billions of dollars can be made by content providers. Can this balance be shifted to the carriers. "They are done," says Min. They are the dumb pipe and they just need to realize it." The days of all you can eat are gone. They can't allow a small group of users to take down their networks so that other users can't make a call as has happened in New York and San Francisco. "It's simple economics," he says.

Hands down, it goes to Pepsi's Andrew Katz, who was introduced at OMMA Global as senior manager, Pepsi-Cola Marketing, but who immediately corrected that. "I'm senior brand manager for refreshing the world," he said, adding, "I refresh the world every day." Global Chief Refreshing Officer Katz

Andrew Katz, senior brand manger that refreshes the world, Pepsi-Cola Marketing, told OMMA Global attendees in San Francisco that it's no longer about pop culture. With the decentralization of information having a Britney Spears commercial isn't important any more because you can get information on her 24/7. In 2010 it's about activating brand behavior through Pepsi's campaign the Refresh Project. People submit ideas online. It's about crowdsourcing. Pepsi gives away $1.3 million monthly for these ideas. But it's not about the money, Katz says, it's about impact of the social return on investment. The effectiveness and success of campaign will …

Yeah, that’s the same way the folks at OMMA Global reacted when Aaron Shapiro, a partner of Pepsi Web shop HUGE asked them that question. “Heard four [advertisers mentioned]. That’s pretty bad since there were about 68 spots on the Super Bowl,” Shapiro quipped, noting that the two most recalled advertisers in this year’s Super Bowl were Focus on the Family and Pepsi, “which is pretty weird since Pepsi didn’t advertise in the Super Bowl.”

That was the best line so far today at OMMA Global in San Francisco, and it was delivered by Montgomery & Co.’s James Min to describe the real promise of mobile phones. A moment later, Sequoia’s Mark Kvamme made an even more visceral connection, holding his phone up and saying, “I kiss this more than I kiss my wife.”

So that’s how iPhone apps get developed, eh? “Let’s be honest,” said Montgomery & Co.’s James Min, describing the burgeoning app developer marketplace as stoners who “want to write for the iPhone.” Min's Killer App

Are we making it too complex for marketers to adopt mobile advertising? asks Laura Marriott, Mobile Marketing Consultant, during a panel on the platform wars. I do not need a panel of experts to answer that question. Yes. Yes. Yes. Forget the multiple programming codes and languages. Forget the hundreds of handset options and handful of operating systems. Carriers, in the past, have not wanted to cooperate for the good of the industry and the benefit of consumers. In 1999 and early 2000 I worked in marketing for PairGain Technologies, which was acquired by ADC Telecommunications. At that time, …

Alexandre Mars asks the smart question of Mark Kvamme, who had previously stated his affinity for the Palm Pixie. Knowing Kvamme's a VC -- and that VC are stellar sales people -- Mars asks Kvamme, "Did you invest in Palm?" The answer is no, but still, carrying the flag for the Pixie is a bold move in a room full of iPhone dorks.