This document discusses mobile advertising and presents a solution called THE Model. It begins with an overview of the growth of mobile devices and opportunities for mobile advertising. It then analyzes the mobile advertising industry using Porter's Five Forces framework. The document recommends a "reward-centric" mobile advertising model where users receive rewards for viewing full-length ads. It proposes a solution called THE Model that would use location-based technology to deliver relevant ads and rewards to users in real-time via mobile apps. The document addresses challenges in implementing this solution and gaining adoption from advertisers and app developers.