But today, on the 10th anniversary of the company, let's take a moment to consider a less obvious advantage: the potential for smartphone technology to revolutionize behavioral science.
Often the advantages of convenient, mobile technology are both obvious and taken for granted, leaving more subtle topics for concerned discussion: are smartphones disturbing children's sleep?
They should start by discarding California's lame argument that exploring the contents of a smartphone—a vast storehouse of digital information—is similar to, say, going through a suspect's purse.
The proliferation of mobile devices also adds to its allure. Entering lengthy passwords on smartphones isn't very practical when calling to get access to bank account balances, for example.
The bike that the service company provides has GPS or Bluetooth on it, and those bikes can be easily unlocked with a smart phone and left anywhere in public.
Within five years, 70 percent of collaboration and communications applications designed on PCs will be modeled after user experience lessons from smartphone collaboration applications.