Mobile penetration is 110%.
Obviously a tricky number to do business with, and it's true that for some older people the mobile is irrelevant, even if they own one.
Outside this group, the device is ubiquitous and is playing an increasing role in the normal lives of normal people.
It's a watch, an alarm clock, a camera, a camcorder, TV, radio, internet connection, GPS, music player, games machine and, indeed, a phone. In time it will be a set-top box.
It's one to one; infinitely targetable, personalisable, with a return path allowing users to buy, share or respond immediately to content - including advertising - that they like.
The Apple iphone, coming to an O2 store near you, is a thing of beauty, if great price, which will refresh design and application ideas throughout the industry.
(Incidentally, on a previous theme of mischief-makers having fun at brands' expense, see collegehumor.com/video:1765295 and willitblend.com for some iphone fun.)
The mobile operators have impeded progress by trying to own the river and all the boats as well, in the hope of finding some return for their eye-watering 3G licence fees.
But on the DAB multiplexes, there is plenty of capacity to send content to mobiles. Interesting alternative route.
In the developing world, where Bill Gates is furthest behind his self-imposed target to get a PC on every desk in the world, attention has turned to the mobile as the cheaper, more convenient device.
Which means that the potential global audience for mobile content and applications is greater than any other medium.
This is not a fact that will be lost on content owners, creating an additional supply-push to that of the handset manufacturers.
These are seismic developments, but the media business has not got its head around them.
I accept mobile advertising had a shabby start. SMS marketing plumbed the depths of unethical behaviour, likened by one commentator to shopkeepers slapping people outside their shops to get them inside.
It is clearly time to reapply our combined creativity to opening the mobile to advertisers.
Richard Eyre is a media pluralist richard.eyre@haymarket.com.