Verizon Wireless announced a partnership with Verve Wireless to bring Verve's local content to Verizon's portal. (See Fierce story)
I realize it probably doesn't seem like a big deal to most people, but twice as many people are interested in this service as have used it to date. Total use of the service may only be a few percent of mobile subscribers, but I think it's going to take a lot of these little pieces adding up to create a content offering appealing to the mass market.
I also like the option of on-the-spot registration.