My recipe to make money with your own IPs

My rules:

1) Get an idea.
Without good ideas you need an estabilished brand/IP... the refuge for brainless developers.
2) Do not publish your own games for mobile phones.
I spent years trying to convince publishers and operators. The response was (all the time): "Great idea and great game, but without a brand no chanches to get the deck"
3) Go to the pc-casual game market. There are lots of distribution opportunity and you can set your own distribution and payment model too.
4) Distribute free playable demos.
5) Collect money and see your game become an IP. Obviously the idea should be very good.
6) Now try to publish it on the mobile game market, publishers and operators should be more positive now.
7) Collect more money.
You're entered now in a positive feedback cycle, and the two distributions (casual-PC and Mobile) will enforce each other.
8) Get another idea.

Hello fragmentation my old friend...

I develop mobile games since 2002, someone in the Mobile Games Veterans Group (and in the industry) develops mobile games since the first Nokia has built in Snake.
The first thing I learnt was: "write once runs everywhere" is a lie. A game developed for a Nokia 3510 (to make an example) doesn't run on a Siemens (and viceversa). Screen sizes, APIs, HEAP memory, model specific issues, bugs and implementations are things a good developer learns to fight with.
I can clearly remember that my thoughts in 2004 were: "ok, this is the thing right now, but in the future things should be a little better, one years or two and I can get rid of Nokia S40, Sharp GX series and Siemens phones".
Now we are in the second half of 2008, are the things changed? No at all! Today we develop for powerfull phones with fast processors, decent screen sizes, plenty of heap memory but operators (and publishers) ask us games that have to run on old old old old phones.
I know, the more the compatibility the more the game sells, but... what is today the market share for a 3510i? and for a Sharp GX? and for a Siemes phone?
I see dozen of download reports every week, and these phones doesn't download games! From my point of view, these ports are costs that have no returns at all. Why, then, operators/publishers continues to include these phones in their compatibility lists? Looks like, to make an example, EA ports the last FIFA game for a C64 or a 486 PC; but these platform doesn't sell then EA doesn't develop for them!
What I'm asking is: cut off old (and not selling) phones! Look at the reports, and see wich phones do not download at all, if they do not download, why continue to develop for them?

New life for the shoot'em ups?

Noticed?
After years of complete absence in the last months more than a big name in the mobile games industry developed and published some new titles of that old but fascinating genre named shoot'em up.
Ok I'm 37, so I played the original version of Galaga and Space Invaders and I admit I can't resist the call of a good shoot'em up.
The question is: why now, after years of silence, more than a publisher revamped such a genre?
Evolution? Involution? Perhaps who presses the button (industry, not joypads...) is just like me 37 and wants to correct this error?
Anyway, wathever is the reason... thank you for this second chance!