iPhone DNA?

I’m growing curious about the DNA of the iPhone, from a media planning perspective.  What is it going to be?  The iPod is all about entertainment, but mobile phones are all about utility.  In other words - successful advertising on mobile phones tend to promote functionality - search, Google maps that show where product can be purchased locally, text purchases, etc.  Most people, today at least, aren’t looking for entertainment on their cell phones.  But other devices, particularly mp3 players and gaming devices, fit well with entertainment - short video clips, ads, interactivity.  And some devices, let’s call them laptops, lend themselves to both.

The iPhone has the potential to open up the floodgates for mobile media - to make entertainment as relevant as utility.  And if the cellular industry follows suit, the shape of mobile media - just now in its formative stages - is set to change again.

What do you think?  Is an iPhone more phone or entertainment player?  Can it be both?  And if you’ve got one, please by all means, write in and let us know how you like it and what you’ve been doing with it!