From within the comments of  one of the myriad blogs / papers and books I've been reading up on this best sums up the kind of day I'm having.  E.g  I've worked backwards to the start   The start is of course that my ideas ( well I read all those posts ,their mine now )  would rock  and be applicable if only we had the kind of people that had a targeted, specific  audience.

about context and the mobile web | gotomobile

I believe customized mobile sites targeting specific audiences, content and devices along with developing best practices for mobile UI and IA is a necessary starting point.