The document discusses four major shifts occurring in the mobile content distribution market: 1) New business models like in-app purchases are becoming a key revenue driver, 2) Traditional content leaders are changing rapidly, 3) The impact of growth in Asian countries like China is huge, and 4) Mobile content is fragmenting across multiple devices beyond just phones. These shifts mean developers must expand to new platforms and stores, consider new monetization models tailored to each store, localize their efforts, and closely monitor performance and competitors across countries and devices.