While Mobile 2.0 might be a distinct movement in its own right, it stems from the same web spawning Web 2.0. However, shortcomings and differences in mobile and traditional net technology mean accessing non-optimized web content from a mobile device doesn't always deliver the experience it should. A host of Mobile 2.0 companies are working to build platforms to help bridge this gap, and create tools that help users deliver internet content to their mobile devices simply, easily and in rich and useful ways.