It must be remembered that the overall perception seems to be that content on the fixed-line internet should be for free, whereas consumers are already used to paying for calls/SMS/premium content for and by means of their mobile devices and will pay for premium content on the mobile web.
Yes, the cellcos keep too much. But mobile is simply an additional distribution channel for your digital data. And as the industry matures, content owners will get more of a slice of the pie.
Those webmasters interested in becoming wapmasters might be interested in this online seminar on the subject :
http://tutorial-en.sexgoesmobile.com/en/ 