Most articles on mobile marketing miss the point about this medium's true potential. The coverage tends to dwell on the question of whether or not consumers will accept advertising on their phones. While that's a good question, and one to which the answer should be a resounding "no", it is not the question that reveals mobile's true opportunity. Rather than viewing the "third screen" as yet another advertising delivery device, we should view it as a way to transform off-line media into opt-in, interactive media. Mobile is ubiquitous. We're tethered to our phones while reading a magazine, walking through the airport, listening to the radio and watching TV. Most of the advertising in these media ends with the obligatory website call to action. There's two problems with this: First, who has their computer open at the bus stop? And, second, who by now does not know how to find a company online? Instead, imagine inserting a mobile call to actio