However, with global subscription penetration crossing the 100 per cent threshold in 2016, mobile markets in both developed and developing economies are poised for slow or declining revenue trends in the near future. With greater maturity levels comes increasingly intense competition, forcing service providers to transform their business models and seek alternative sources of revenue and efficiencies. Mobile phone usage patterns reflect the growing consumer appetite for mobile Internet services fuelled by the wider availability of affordable smartphones and richer media content platforms and applications.