Mobile marketing who is earning in this business

I have come across so many happening things in mobile marketing and advertisement segment. There are startups, Acquisitions, venture funding happening in this area. This segments is going to be 10 billion till 2010.

Who is going to earn in this business not able to understand yet. There so many applications like SMS campaigns, Store front and advertisements on the WAP pages, Search shops and malls based on bar code search. Audio based search. As i can see still all the services are tied up with the carrier [the big elephant] who earns more.