Next generation mobile content discovery will bring back the “front door,” thanks to prolific mobile use & the stale “last in, first out” model for UX today.

The next generation of mobile content discovery is going to recreate the front door to the internet.

Carriers and phone manufacturers will innovate native device experiences that will put content in appealing places for subscribers to find and enjoy the things they love.

This will not only create two classes of content experiences (e.g., one that is frictionless, serving content up at the “front door;” versus one where content has to be actively sought), but also two classes of mobile ad inventory – one with premium ways for advertisers to reach their desired targets.