Mobility’s first phase saw fixed-line communications go mobile. The next phase saw the Internet go mobile. We now behold a paradigm shift in the third phase, where real world communication bridges to the virtual world, via richer communications on smartphones. For device manufacturers and location-aware service and app creators, it’s no longer about creating unique standalone experiences, it’s about enhancing real-time experiences by enriching everyday consumer behavior with virtual content and relevant information to a particular place and point in time.