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As CNET News reports, mainstream U.S. cell phone subscribers are finally beginning to use the mobile Web in earnest—and as a result, everyone from handset makers to mobile operators to application developers to advertisers is “gearing up to get a piece of the action.”

That’s likely to be a reoccurring theme at this falls’s CTIA Wireless IT & Entertainment trade show, which runs from Wednesday through Friday at the Moscone Convention Center in San Francisco.

“Out of the more than 255 million mobile-phone users in the States, more than 40 million actively use their handsets to surf the Web, according to Nielsen Mobile, which provides consumer research on the telecommunications and mobile-media markets. Nielsen analysts say the mobile Internet has hit a critical mass in the States, but it still has a lot of growth ahead of it.”

The report said that mobile Web use is growing in large part due to the rise of faster cellular data networks, along with more multimedia-capable phones, lower prices, and better software design.