With the mobile phone population worldwide at 4bln, it is easy for researchers to get carried away in their predictions of future market sizes. Almost everything in mobile tends to scale big when some nations have 80% or more penetration rates for the platform. One of the largest mobile video distributors on the planet is a company unknown to many inside the mobile industry: mywaves.com, which has 7 million monthly unique users of its video clips, podcasts, music videos and movie trailers. Because of the viral, youth-oriented nature of mobile media, many companies amass remarkable scale before they pop onto the industry radar.

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