s the inclusion of image and audio and animation but is not supported by all phones. Wireless User Hardware created significant additional value for the industry value chain and identify how and why they have added value. These include audio capabilities, imaging capabilities, macro- and micropositioning coupled with touch-screen interactive displays and last but not least sensing. 5.2.1 Audio Capabilities Adding storage for music was an obvious enhancement that came along in parallel with adding games in phones and was the consequence of the rapid increase in storage density and rapidly decreasing cost of solid-state memory. Rather like ring tones, operators and handset vendors, in particular Nokia despite substantial investment have failed to capitalise on the audio market that has largely been serviced by other third parties for example iTunes and Spotify. In February 2010 Apple announced that 10 billion songs had been downloaded from the iTunes store11 with users able to choose from 12 million songs, 55 000 TV episodes and 8500 movies 2500 of which were high-definition video. Given that it is easy to side load devices from a PC or MAC there seems to be insufficient incentive to download music off air. Even if it's free it flattens the battery in a mobile device. There is even less incentive to download TV or movie clips. This is just as well as the delivery cost to the operator would probably exceed the income from the download which in any case goes to Apple not the operator. Audio quality from in-built speakers as opposed to head phones has not improved substan- tially even in larger form factor products - lap tops including high-end lap tops as one example still have grim audio performance unless linked to external audio devices. Innovations in 2002 included new flat speaker technologies actuated across their whole surface with NXT as the prime mover in the sector. NXT no longer exists as a company though a new Cambridge-based company Hi Wave Technologies PLC is working on similar concepts in which the dis