Human behavior and the mobile journey so far -- Smartphones : a truly transformative technology -- What the smartphone has changed -- Striking a balance -- The forces shaping the mobile economy -- Introduction -- Context : what's going on? -- Location: why geography matters -- Time: it's on your side -- Saliency : can you see me now? -- Crowdedness : why scarcity of space matters -- Trajectory : watch where you're walking -- Social dynamics : you are who you're with -- Weather : creating the perfect storm -- Tech mix : solving wanamaker's riddle -- Next generation tech forces -- The growing intimacy between us and our devices -- The next generation technologies -- Epilogue -- Notes -- Index.