It sounds like you are embarking on a challenging journey. I wish you the best. My experience in the mobile content industry has been a fantastic learning curve. The one thing that seems to be a constant is change at a very rapid velocity.
Innovation is at the heart of the mobile industry, and that is what makes it such a vibrant and exciting industry. You will likely discover, and probably already have, the many opportunities to innovate and differentiate. I found that my enemy was group think, where everyone on my team or in the organization didn't think something was possible or practical.
It is hard to maintain confidence in an idea while others nearby are decalring it dead. I think that is a benefit of this forum. I look forward to following your progress and if I can help let me know.