As you might expect, some of the National Show buzz this week was devoted to wireless opportunities. Cable’s joint venture with Sprint Nextel got lots of attention during several panel discussions, and the show floor offered numerous examples of programming networks’ plans to offer content via cell phones and other portable devices. That’s not surprising, given that 85% of 13-to-54 year-olds own a cell phone, and surveys indicate strong consumer interest in using phones for much more than wireless calls.

Sixty-four percent of wireless subscribers show a willingness to pay for Internet access from their wireless phones. Close behind is interest in emergency alerts, roadside assistance, and family safety and security. Where does Cable fit in? Cable is in a position to create compelling content, service and pricing models bundled with existing cable services, as the Cable-Sprint Nextel JV is in the process of developing.

The cell phone in the future will likely become a full-service media device with games, GPS, text messaging, photo capabilities, video, Internet access, and music services. One obstacle is creating content specifically for phones, as the small screen leads to a shorter attention span per user. There will definitely be some challenges in making these services compelling and convenient for users, but it was clear at the show that the wireless revolution is here, and Cable must innovate or be left behind. The Sprint Nextel JV is a good first step, but we have to do more than simply add cell phones to the bundle—we’ve got to enable greater mobility, and allow customers to enjoy all of our services anywhere, any time.