Mobile as the new mass medium?

I found this item over at Seeking Alpha interesting. For business, public policy, etc., determining the most effective way to reach people is clearly critical. Over time, this has moved from leaflets to newspapers to broadcasting (in fact, the Gutenberg press was arguably the first mass communication technology). This article suggests that we may be at the cusp of another (disruptive?) transformation in mass communication media. If this is correct, then we can only expect the battle over mobile operating systems, carrier "opennness", applications, advertising relationships, etc. to intensify.