People always want to know what content users want while they are mobile. I always caution publishers to keep the nature of the medium and the mobile consumers' needs in mind when designing their mobile site. Mobile is a "right now" experience and the call for on-demand content is strong . Furthermore, publishers need to leverage the mobile medium to drive traffic and business, in addition to extending their brand.  For more of my thoughts on what content is driving mobile web adoption, check the column that just ran on MediaPost's Online Media Daily.