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SAN FRANCISCO--Marketers convened here this week to figure out how best to reach teens on the Internet. The answer: It's all about the mobile phone.

The iPhone is just the beginning of the all-in-one device. Uses of mobile devices will expand to include all kinds of bar code applications and prepaid debit card payment methods,

But, he said, mobile phone providers likely won't succeed as the entertainment leaders for the phone, despite their efforts to sell ringtones, games, and music. Other companies like Apple, Google, and Yahoo will be more effective at "side-loading" the cell phone with services.