The biggest trend with the greatest immediate impact on communication is the shift to mobile. Global mobile traffic currently represents 17.4% of all internet traffic and is rapidly increasing. Mobile internet use is expected to surpass traditional desktop internet use in 2014. Mobile has become so deeply embedded in our lives by offering convenience through immediacy, simplicity and context. Through mobile – and soon wearable – technology each of us can receive individualised content which also points to another major trend, that of personalisation.