People want to do more with their mobile phone, focus of industry gathering

Finally consumer demand drives the delivery of broader software and services through the mobile phone. For years, the mobile industry has promised the value of services beyond voice and messaging. The WSJ published a brief article today about the shifting focus of the CTIA trade show this year to emphasize software and services for mobile phones over hardware. One interpretation is that with Global Economic slowdown handset replacement will slow, so the industry has to talk about something. The more positive interpretation is that people are clamoring to do more with their mobile as hardware, network, and interface have improved. People now have awareness and demand social networking connectivity, maps and location services, advanced productivity tools, and photo preservation and narrative services accessible from their mobile.

I'd argue Apple's greatest contribution to the mobile industry is expanding the expectations of mass consumers regarding what they should be able to accomplish with their mobile phone(in the U.S. Particularly). By educating consumers through mass consumer marketing Apple has shifted the expectations of the average consumer.