At the end of July, 2007 there will be 3 billion people who use a mobile phone. This means there has been a clear shift in adoption of the device. It took twenty years for the first billion people to start calling mobile. Then 40 months for the second billion, and now only 24 months for the third billion (mc, Dutch). Theoretically, at the end of 2009 every person at this planet should have a mobile phone: a portable device that provides entrance to a virtual world in which they can meet everybody over the whole world. It won't go this fast, but this is the direction we're going. In 2015 we will be pretty far in this. A world in which everybody is continuously connected, in which everybody can see what anybody does anywhere, and what prevailing standards people have in other parts of the world. It will first give a big shock, and after that there will be total quietness.