Fred Wilson started the meme of the month about way venture capitalists are much more rigourous about pure consumer plays in mobile offerings. The smart money--in fact, probably the only money--sits with products that don't lead with a free mobile service.
A lot of the failings in mobile-generated revenues lies with the low monetisation a company can make purely from advertising. People want free apps and they want free content and they depend upon free web services. But these same people don't click and purchase from the free advertising running alongside the content and services.
The internet is not free. Most mobile phone owners know that as they try to remain within the data limits of their operator-subsidised handsets. The revenues of app service providers show those mobile phone owners don't want to pay by clicking on advertisements that clutter up their screens.