Context, not content is king. While mobile content is currently delivered through different content types and providers, this creates structural issues for subscribers. Each subscriber's experience is fragmented across multiple third parties, even though the subscriber remains the same across interactions and may have consistent interests like Bollywood content. What is needed is a unified approach that puts the subscriber experience first based on their interests and identity, rather than focusing only on individual content types.

1. Context; not content is King
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