A study by IDC (U.S. Wireless Wallpaper and Graphical Content 2004-2008 Forecast) reveals that graphical content has emerged in 2004 as the fastest-growing mass market for wireless data in the United States. The business, which includes wallpapers, caller ID graphics and screensavers, should grow from just under $150 million this year to over $1.1 billion by 2008.
Despite this interesting indication, low penetration levels of advanced handsets, lack of digital rights management standards, lack of cross-carrier shortcodes and relatively low user awareness of the availability of such content still represent a huge obstacle to the business development.