Wireless Game Concepts

I am representing a Spanish company that focuses on concepts for web and mobile devices - i would like to know how that bit of information comes across: people seem to be confused about the meaning of "concept".
For me it is clearly a compilation of ideas needed to make a wireless service, platform or alike. To do something cool for teenagers is not a concept, to do an SMS-based quizz that uses databases to generate random questions and creates revenue from SMSs sent is.
What do you think? All comments are welcome.
Niko - Random One S.L. Barcelona Spain

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