and I should add to my comment above, if you look at the 2 sites I linked to above you can see these large businesses, like MBE, are talking about consumer engagement over the mobile, campaign management, location based services, push messaging, lead generation, direct response advertising campaigns, mobile analytics etc This is where the value and the interest lies compared to some others who are simply selling premium rate content.
Very different models. MBE has morphed itself over the last 4-5 years, including through acquiaitions, into an exciting multi faceted mobile play with top notch capabilities and growing geographic spread. Very attractive to larger players, advertising agencies, even Mobile Operators, Telefonica have their own vehicle for this stuff already.
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