When you are a bit bored next time you are in a public place have a look around to see what kinds of mobile devices which people use today. A couple of years ago, smartphones were early adopter toys and mobile Internet practically unknown and undesired by the general public. Today, the picture is totally different. I have to admit that I am still surprised when I see people who are likely to be in their 60s with an iPhone browsing the web. But it's by far not an exception anymore. That also means that the target audience for smartphones has significantly shifted from only half a decade ago. Not a homogeneous early adopter audience anymore but anyone from student to retiree has now become a 'real' customer in this segment.