Once upon a time, there were no mobile phones and when there were mobile phones, they were expensive. Yet in such a short space of time (just six or seven years) they have become so mainstream that you can buy the models in supermarkets and call credit and accessories just about everywhere else. In fact, mobile phones have evolved beyond themselves … and are now mobile multi-media centres with electronic organisers, cameras, MP3 players and media recorders.

No longer can you buy “just a phone”. Indeed research suggests that consumers' expectations have increased to the extent where making calls is no longer enough – we want the works - video messaging, cameras, walkmans - you name it! Video calls used to be confined to sci-fi films and cartoons, now we're sending naughty pictures – as if mobile networks were the most private and intimate places in the world. Even children are prepared to spend their allowances on the latest mobile phone gadgets; look at the storm of interest over “crazy frog”. Consequently, mobile phone providers are beginning to narrow their promotional campaigns and strategy into increasingly niche markets

Dominant players in the mobile phone market, such as Sony Ericsson, http://www.sonyericsson.com, are beginning to specialise by apparently developing mobile phones into the audio and visual entertainment centres, with models featuring music players and cameras. With the recent launch of the W800i walkman phone, a new musical revolution is coming into full swing, as mobile compact disc players seem increasingly archaic.

Conversely, some mobile phone companies are targeting parents who want to keep a close eye on their children. Parental controls are now offered through a wireless service whereby parents can keep track on where their children are situated through a mobile mapping system. Some phones even allow parents to determine who the contacts their children can call and how long they spend on the phone. RuleSpace, http://www.rulespace.com is one of the many companies that offer this service. Many argue that all mobile phones should be equipped with such a device for security reasons.

The Blackberry (the latest technology to be courted by professionals) is mobile e-mail and mobile phone, http://www.blackberry.com. Discovered years ago by “techies”, the Blackberry word-of-mouth has now reached a broader audience and has been picked up extensively in the media. Thanks to the speedy global growth of the Blackberry application, insiders say the mobile phone market is prepared for further innovation in mobile phone services.

The innovations exploited by mobile phone companies to date have desensitised us to technological innovation, but whilst we may not be surprised by technology anymore, we're still prepared to pay for endless plug and play.