People want to participate and interact, and as media consumption fragments and users increasingly consume other users content brands need to accommodate and leverage this trend, not ignore it. The example OhmyNews (from South Korea) a paper almost entirely published from articles written and submitted by a growing army of citizen journalists is a phenomenon that will continue to expand.
As the progression from mass media to mass participation -and a world of social media- continues to evolve the trend adding, sharing, consuming and expanding others content will only grow. This will reveal a mass of audiences that are focused around what interests them, that are not restricted by geography. Brands and vendors have the opportunity to lead these communities through the creation of cross channel marketing initiatives that allow users to participate.
Harvesting the wisdom of your user base, rather than ignoring it will be crucial. Think of the simple user review. If you don't have reviews or positive reviews for your products or services people will be very suspicious, and if people are reviewing your products and services elsewhere it is very hard to manage. A recent user video roundly denigrating Sony's PS3 console received well over 1 million views on YouTube. Mobile will make this sort of negative or positive interaction even easier, and nitromobile's platform can be tailored to fit your requirements so that you can take advantage of it.
