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Ultimate Team has been a mainstay of FIFA for several years now, and is slowly spreading to the rest of the EA Sports stable. FIFA 14 is headed to PC, PlayStation 3 and Xbox 360 in North America on September 24 and in Europe on September 27. Short URLs redirect to a specified link while rendering a GIF preview on Facebook and Twitter. To listen toA some mobile industry executives and investors tell it, you would think the smartphone revolution was just beginning. In the United States, however--one of the more mature smartphone markets--we're actually already entering the later innings. This creates a "total addressable market" for smartphones of about 225 million people in the U.S.
Several recent data points suggest that this market opportunity is at least halfway penetrated.
Flurry reports that there are at least 165 million active Android and Apple iOS devices in the U.S.
To answer this question, it makes sense to look at the typical "diffusion" curve for new technologies. As described by sociology professor Everett Rogers in a 1962 book Diffusion of Innovations, new technologies tend to follow a standard adoption curve.
As the chart shows, the peak of market growth in terms of annual unit gains occurs around the halfway mark. Although real-world data rarely follows a curve as smooth as the textbook diffusion curve above, it seems reasonable to conclude that 2011 and 2012 will mark the peak years for smartphone growth in the U.S. And there's another factor to keep in mind: The demographics of Americans who already have smartphones as compared to the demographics of new users who will buy them over the next few years.

Specifically, as the following chart shows, most affluent Americans aged 18-54 already have smartphones. App sales, smartphone advertising sales, game sales, smartphone web-usage, smartphone commerce, and other major smartphone ecosystem markets will increasingly be driven by additional sales to existing smartphone owners, rather than sales to new smartphone users.
Importantly, now that tablets have created a whole new gadget market--and now that tablets in many cases provide similar functionality as smartphones--the "mobile" market is now much bigger than just smartphones.
So the maturation of the smartphone market should not be confused with maturation of the "mobile" market as a whole. Some of the world's biggest markets, however--China, India, and Brazil, for example--are still less penetrated.
Our BI IntelligenceA INSIDER Newsletters are currently read by thousands of business professionals first thing every morning.
Our subscribers consider the INSIDER Newsletters a "daily must-read industry snapshot" and "the edge needed to succeed personally and professionally" a€” just to pick a few highlights from our recent customer survey. With our full money-back guarantee, we make it easy to find out for yourself how valuable the daily insights are for your business and career. Shortly after the halfway point is reached, the number of incremental new users each year begins to decline.
Hereafter, as we enter the "late majority" and "laggards" phases of market development, growth of new smartphone users will rapidly slow.
The Americans who don't have smartphones, meanwhile, tend to be those who make under $100,000 per year and are older than age 55. As it does, sales growth will become far more dependent on "same-store sales"--additional sales to existing users--rather than sales to new smartphone users. These are poorer countries than the first-world countries above, but they should still see explosive growth in the years ahead.

And the number of new smartphone users will likely continue to increase each year for at least a couple of more years. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensureA you stay ahead of the curve and benefit personally and professionally.
Fortune 1000 companies, startups, digital agencies, investment firms, and media conglomerates rely on these newsletters to keep atop the key trends shaping their digital landscape a€” whether it is mobile, digital media, e-commerce, payments, or the Internet of Things. It’s also coming to 3DS, DS, PC, PS2, PSP, Vita and Wii, and a mobile version is destined for Android and iOS. This is important, because the growth rate of most technology markets tends to slow rapidly once the halfway point has been reached. The demographics of those who don't yet have smartphones, meanwhile, are older Americans and those who make less than $50,000 per year.
As the chart below illustrates, it grew from about 10-15 million new users per year to a peak of about 35 million in the fourth quarter of 2011. The replacement and upgrade market is alive and well, and there are still more than 100 million Americans who don't yet have smartphones that will ultimately have smartphones. These new users will be more likely to buy cheaper smartphones and spend less money on apps and commerce than existing smartphone users. Similarly, ecosystem sales--apps, commerce, ads--will depend on "same-store sales growth"--the sale of more stuff to existing users. Also, as wireless data speeds increase, new generations of phones arrive with ever-sexier features, and new apps increase the utility of smartphones, existing users will likely continue to drive additional growth.

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