There has been a lot of controversy over the term ‘web2.0 user experience consulting‘ and the concept of the evolution of the web from a collection of websites to a comprehensive computing platform for serving web applications to end users. While using the Web to deploy services makes perfect sense for companies targeting the PC user, the limitations of the wireless phone form factor (i.e. screen size, memory) have made the long-term success of the mobile Web much more uncertain. Many brands are looking to alternative technologies to offer richer, more user-friendly access to their services than the mobile Web can provide. In fact, there is currently a lot of activity going on behind the scenes as the big brands race to be the first to establish a ‘stickier’ loyalty with mobile consumers. Many analysts have attributed the rise of Web 2.0 to the tremendous growth in online advertising. As Dan’s comments point out, when it comes to mobile, major brands are also counting on advertising dollars to spur the growth of content discovery.