Consumer usages of mobile devices and electronic media are changing. Mobile devices now include increased
computational capabilities, mobile broadband access, better integrated sensors, and higher resolution screens. These
enhanced features are driving increased consumption of media such as images, maps, e-books, audio, video, and games.
As users become more accustomed to using mobile devices for media, opportunities arise for new digital watermarking
usage models. For example, transient media, like images being displayed on screens, could be watermarked to provide a
link between mobile devices. Applications based on these emerging usage models utilizing watermarking can provide
richer user experiences and drive increased media consumption. We describe the enabling factors and highlight a few of
the usage models and new opportunities. We also outline how the new opportunities are driving further innovation in
watermarking technologies. We discuss challenges in market adoption of applications based on these usage models.