Well, that's what you start with.. Consumer wants what they see on TV, read in newspaper or listen on radio .. So you give them exactly that!!
But what value did you add? Yes, with the all powerful capability of the mobile device itself, anytime-anywhere, value got added in terms of access to content 24x7x365 unlike the defined manner it was usually available.
But, anything really exciting, out-of-box, meant for the footprint of the mobile device size, with the limitations and benefits? Is there any other bigger direct-to-consumer 200 Million number available? And yet, very little innovation for such a HUGE base..
How about community applications? How about - user generated content - ala- CRAZY FROG Ringtone - Create your own ringtone and be a Millionaire? click and Share? Find a mate, sell a bike, buy a phone.. How about banking? Why not micro-payments - parking fee, toll fee.. Education lessons? Children stories..? Lifestyle requirements and places to shop? Woman portal.. (don't panic to find high usage from male world)? Agony Aunt..?
Yes, content would continue to lead the pack, but there are as many applications as one can imagine, that consumer would need/want, but who would innovate?