tent aggregators to deliver SMS- and MMS-based applications to consumers. Applications include VJ recorded messages; exclusive MTV content such as ringtones, Mobile Content logos, news and updates, and picture downloads; and, in the future, stream- ing video of artist sessions. Time Warner's Turner (www.turner.com) is enabling its millions of NASCAR fans to follow each of NASCAR's 36 races per season live on mobile devices. Disney (www.disney.com), which sells 6,000 items through 48 carriers in 27 countries, sees the mobile phone as a marketing tool, a new form of advertising. With releases of new movies, Disney offers downloadable ring- tones, images, and games. Match.com (www.match.com) and MyCupid (www.ideas.singtel.com/ dating/i_wap.jsp) let you flirt anytime, anywhere. Vindigo (www.vindingo.com) provides movie reviews and lets you buy tickets and book restaurants. It also offers a bathroom finder service that ranks the nearest public toilets by cleanliness. Picsel Technologies (www.picsel.com) lets you download PowerPoint files and other attachments to your phone. You plug the mobile into a projector via a USB port and let the show go on. "Adult" content is anticipated to produce gigantic revenues on mobile devices, even as it does currently on the Internet. The rapid growth in mobile communications is having an enormous impact on both national economies and societies. Penetration levels are high around the world-and rising. As new mobile data services are introduced, we are seeing a paradigm shift. Some of the key challenges to deal with include the following: Interoperability-There is an urgent need for the industry to improve the interoperability of mobile broadband services. Value-added content-The creation of high-value content is mandatory, and there needs to be a regulatory framework for intellectual property rights. E-payments-As the volume of mobile payments begins to grow, rules gov- erning the use of "e-money" are required. Base stations and masts-Each country must address any regulatory barri- er