In the Website world, the old saying that ‘content is king’ certainly continues to be true. But what about for the mobile world? Well, the folks at The Feature feel that mobile content will be decided by the users, not some faceless publisher out there.

There are various hype cycles in the technology world, that gets everyone shifted in one direction — often missing the bigger picture. In the last couple of years, the talk of the mobile world has been “what’s the killer app?” If only there were a killer app for mobile data, the thinking goes, everything else would fall into place. This seems to have gone through its own stages as well, with some denying that there ever would be a killer app for mobile data, and others suggesting that the killer app already existed or some other idea.

However, with the search for the killer app getting too exhausting, it looks like some people needed to start searching for something different for the mobile world. At this week’s CTIA, that “something different” was content. Suddenly, people were once again saying “content is king” — a phrase that many hoped had died out a decade ago when the web first hit the scene. Instead, it just seems to be getting more attention with people like P Diddy claiming that not only is content king, but he can provide “king kong content” for the mobile world.

Meanwhile, there are some much more interesting experiments in mobile content from a variety of companies who all appear to buy into the content equals king equation. However, what’s fascinating are the different approaches described in the article. The first experiment involves getting “writers and directors” to create stories in under 160 characters — a fun little challenge. The second is Nokia’s short-film competition, of which there have been a few similar offerings in the past few years — trying to get film makers to design ultra short films to be seen on the super small mobile screen. The final experiment is the hiring of some well known animators to create some short animations for mobiles.