66.7% over the prior ten-year period. The US comes in a distant second with 240 million users, population penetration of 77.3% and a growth of 151% over ten years. The US makes up 12% of the world market. Hardly surprising then that Nokia remain keen on adding application and content value to lower-end handsets. The mobile phone is one of the world's most transformative devices with a capability to improve cultural understanding between countries traditionally and tragically distant in the past. The mobile phone and the cloud are potential partners in this process. Nokia remains a player with a number of unique market-positioning advantages that investment analysts seem to be presently underestimating. The cloud is presented as an enabler of transformative change across consumer, business and specialist user ICT markets and Apple are considered to have achieved a first-mover advantage in this space. The cloud may well prove to be transformative but much of the opportunity analysis is presently very US centric. Asian rather than American clouds and rural clouds rather than urban clouds could well be the global economic and socially transformative weather makers over the next few years. 4http://www.cambridgewireless.co.uk/docs/John%20Cunliffe%20-%20Ericsson%20Ltd%20You%20Tube%20 14 Link.pdf. 15 http://www.facebook.com/press/info.php?statistics. 16 http://www.internetworldstats.com/top20.htm. Future Trends, Forecasting, the Age of Adaptation and More Transformative Transforms 21.1 Future Forecasts The ongoing narrative of the past twenty chapters has been that forecasting is essentially a process of looking behind and side to side. Behind means analysing past technical and commercial success and failure, but also whether past projections and predictions were right or wrong, if yes why, if not why. Side-to-side means analysing and comparing all device options, all delivery options including guided and unguided media and all network op- tions in terms of technical and commercial efficiency including energy and environ