Two billion of seven billion people around the world have digital devices that own and share content, says Karen Cahn, general manager of branded entertainment, AOL-Huffington Post Media Group, during a keynote address at OMMA Video in San Francisco. But by 2015, there will be 15 billion devices.

"The time to measure mobile by traditional digital metrics is over," Marcus Startzel, senior vice president-sales at Millennial Media asserted during the afternoon session of OMMA Mobile, citing examples that transcend conventional click-through and engagement metrics. Things like GMC or Buick "driving people" into their dealerships, or Patagonia driving people to their app, he said, adding that those consumers and marketers are, "Taking advantage of what mobile can do that the computer cannot do. Taking it right into the store."

While people don't use tablets at retail, they apparently do use them at real estate. In fact, real estate shopping appears to be the exact opposite mobile media experience from either conventional retailing or soft products like financial services. Offering almost the exact opposite scenario as Coldwell Bankker's Michael Fischer, Move Inc. Senior Vice President Tracy Mahnken said people don't buy houses with their smartphones, but they do use tablets.

Mobile is great for shopping experiences, but while the smartphone is used mainly for shopping at retail, tablet computers are "more of a device for shopping in general," Michael Fischer, CMO, Coldwell Banker said during the tablet panel at OMMA Mobile this afternoon.

That's the analogy Johanna Werther, senior product marketing manager at Google Mobile Ads, struck for OMMA Mobile attendees during a sponsored luncheon presentation on mobile marketing best practices.

Yep, the good old fashion voice-based phone conversation turns out to be one of the most significant of all mobile apps. Go figure, people still like talking to each other. At least that's what Tom Leung, Senior Vice President of Product, at OMMA Mobile luncheon sponsor Marchex is saying during today's conference sponsored luncheon session.