So how can  we get more people firing up applications on their cell phones?   There are plenty of cell phones out there (138 million among the big 5 as of late last year).   Penetration of color screens is growing by leaps and bounds.

Is it just the cost?  Games or ringtones are cheap, or at least they respectively represent a means to raise status or quench addiction in a way that’s compelling to the youthful side of the audience.

So a cell phone application is too expensive for the value that it brings to a young person.  And it’s just not yet in the forebrain of the average thirties+ consumer.