Consumer enthusiasm for smartphones will continue to intensify, triggered by virtually limitless potential use of apps. Mobile growth emphasizes location-based services and greater attention on privacy and security. With consumers increasingly relying on their smartphones for an astonishing range of activities, businesses will need to determine how to use mobility to capture growth and uncover new forms of competitive advantage, according to a new PwC report titled "The consumer-led mobile smartphone transformation." Based on an online survey and consumer focus group of approximately 3,300 U.S. smartphone users, the report reveals consumer smartphone behaviors and uncovers business challenges and growth drivers for smartphone activities over the next two years.