According to a new report from Nielsen Mobile, the US leads the world in mobile internet consumption, with 15.6% of cell phone subscribers using the internet on their phones regularly. This number will surely only increase as smart phones like the new iPhone displace older phones. All of this adds up to a critical mass, claims the report. Expect to see “large-scale mobile marketing efforts” soon – a whole new way of advertising that has not yet been fully exploited. Innovation in this growing area is critical – and leaving the market alone is critical to innovation.