In 2015, 800 million people around the globe bought their first smartphones. Next year, 600 million more will join them, pushing smartphone penetration above 50% globally for the first time ever. By 2020, the club will have 6.5 billion members. This is the most significant event of our times, because the smartphone is the personal device — the most personal device ever. Because of that, it is the everything device: the communicating, the gaming, the learning, the buying, the reading, the watching, the tracking, the remote controlling device. Mobile now has a central place in our lives, and a central place in the evolving internet of things world, a smart and controllable world. In 2016, it will become that not just for traditionally rich, developed nations, but for a majority of humanity. TUNE is about measurement. We measure what marketers do so they know what they’ve done, and so they can do it better the next time. And the next time. Over the course of 2015, we’ve measured over 400,000 gigabytes of marketing data from every corner of the planet: hundreds of billions of marketing actions, and billions upon billions of mobile installs. Here’s a little of what we learned.