Whether or not smartphones have reached its technological maturation and consequently
caused a plateau in innovation can be debatable. While many remain optimistic with
revolutionary introduction of artificial intelligence and augmented reality in near future, a
saturated marketplace is apparent in many nations in the world. Smartphone ownership has
skyrocketed in many emerging economies with the most increase in percentage is denoted in Malaysia, Turkey, and Brazil as reported by Pew Research Centre in 2015.1 As the penetration
rate of smartphone ownership in emerging economies become on par with that of advanced economies, less growth is possible in the global marketplace.