The key to mobile content's growth in 2008 lies in the consumer experience. WAP sites will have to mirror Web sites in their functionality and content offered on mobile should match online.

Evan Schwartz, chief marketing officer of Thumbplay, a leading mobile content provider, is gung-ho about the future of content consumed on the phone. Mobile Marketer's Lauren Mooney interviewed Mr. Schwartz. Excerpts:

What is the key trend in mobile content in 2008?
A shift to more sophisticated content-like video. Thumbplay is excited, especially with the new handsets out on the market. Also, expanded content, longer tail. The key to expanding the market is to make it simple.

How will 2008 differ from 2007?
More content delivery is happening on WAP sites. There are much more sophisticated handsets. For our own WAP site we have deals with MSN and AOL Mobile. There will be consistency in the two experiences [WAP versus regular Web sites].

What does this mean for marketers?
Marketers can't ignore the mobile channel anymore. Users switch channels for what's more convenient. And there needs to be consistency. It's not OK for just a two-page WAP site -- there needs to be something of value offered.

What other trends do you anticipate in mobile content in 2008?
Consumers will want to get more sophisticated content -- video, games and ringtones. The ringtone market is absolutely booming. So are personal entertainment services, such as longer video duration.

What were some key developments in mobile content last year?
Growth of the off-deck market. Major online players Google Android and Verizon are opening up [the market for content]. And handsets like the Apple iPhone are teaching consumers.

Who do you anticipate will be key players in this area in 2008?
Social networks, such as Facebook, MySpace, iLike, all of those apps and widgets are new ways to entertain. Google, MSN and AOL will take mobile more seriously. Consumers are realizing they can have a great mobile experience.

What challenges do you think mobile content faces in 2008?
Biggest challenge is ease of use. Making sure the experience is easy. You have one shot with the consumer. When someone tries to download something it has to work. Thumbplay has made a huge investment in customer service.

Is mobile content fully integrated with the other channels and will it be in 2008?
It is already. Music, movies -- mobile is a part of all of all the hype that's built up. Single ringtones, exclusive ringtones help to extend the life of albums and help drive sales.

What is the one thing marketers should do this year in mobile content?
Deliver a great consumer experience. Load pages fast and make content relevant.