I think we’re only just scratching the surface of how the billions of pieces of information collected via smartphone interactions might be used in the future.

For example, Uber has just analysed a year’s worth of pick up and drop off points from 12 US cities to compile a list of top destinations, including brunch venues, local favourites and date night possibilities. Uber’s new restaurant guide depends solely on volume of traffic to each destination.  I’m sure that similar guides will be created for the UK soon.

Data is going to continue to be a huge growth area over the next decade. For many companies with successful apps, their primary product or service will be incidental to their overall profitability. The data will be where the real money is made. It’s not something that might be of immediate significance to you, but worth bearing in mind.