Mobile phones are the most ubiquitous personal technology in North America: 72% of adults have their own phone, and more than half of all households now contain two or more phones. Technology marketers aiming to reach a large audience through the mobile channel with a minimal number of deals can rest easy — the top three carriers in both the US and Canada hold more than two-thirds of the subscribers. Consumers are rapidly moving beyond voice and now use a variety of data applications, yet the most widely used of these applications all reinforce the primary value that mobility brings: staying connected to others.