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The mobile industry is experiencing new business realities: 

>>> Voice shrinking, data growing
>>> Growth in number of mobile content active users
>>> Smartphones key for mobile content growth
>>> Smartphones go mainstream
>>> Smartphones are mainly for personal use
>>> Smartphones radically change the way consumers use mobile 

Though Smartphones enables dramatic revenues opportunities, they also pose 
tremendous operational liabilities: 

>>> Lengthy and expensive support calls
>>> New devices returns
>>> Higher contact center readiness outlays
>>> Configuration nuances
>>> New services as part of a new value chain
>>> Poor service effectiveness 

Mobile industry players are forced to manage dual challenge: reducing operating costs and introducing new services to boost revenues while struggling to keep the gateway to customers.
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