Lucy Hood - mobile content memory lane

Name: Lucy Hood

Why they were a mobile content leader: Hood, a long-time News Corp. executive, was instrumental in developing the "American Idol" text campaign that is widely recognized for helping bring text messaging to the mass market. Hood founded Fox Mobile Entertainment in 2005 and led the team that was nominated for an Emmy in mobile content for the mobile video series "24:Conspiracy."

Career path: After Fox acquired Jamba from Verisign, Hood became president and CEO of Jamba in September 2006.

Where they are now: Hood is now the executive director of the Institute for Communications Technology Management at USC Marshall School of Business.