Data Gathering + Sharing + Optimization (2006 ) = Enabled by Consumer Mobile Adoption... Smartphone Shipments 1.5B 1.0B nts me Ship al lob 0.5B G 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Morgan Stanley (Katy Huberty, 3/18), IDC. 186