To bolster the mobile market, the best use of available, popular mobile tools, such as Short Message Service (SMS) messaging, must be made. SMS generated $2.5 billion in 2004 and is a straightforward publishing platform. For example, if a text message is sent to the short code 42278 (4CAST), Weather.com will reply with a local forecast. Google and Yahoo! both have beta releases of SMS search tools that return local vendor listings, including hot-linked phone numbers that can be called with just one press of a button. Rather than waiting for 3G networks that can broadcast video and make WAP phone browsing palatable, publishers should use the venues that customers currently use, and SMS is a good place to start. The short code is a slick solution that leverages the physical limitations of the phone and plays off user familiarity. It also provides a foundation for an emphasis on multimedia messaging service (MMS), which will serve up images and robust content subscription services to the newest handsets. Carriers also need to offer a more decentralized approach to mobile content delivery that allows publishers to market, brand, and sell their own mobile content to the most likely enterprises and consumers, while at the same time paying the carriers. Verizon's 3G VCast is not a satisfactory phone form factor, so vendors have to develop better ones, and interfaces need to be more customized and able to push content.