4th Wave Index

The underlying principle of mobile industry revenue curve is that at 70-90% penetration on a curve, the net revenue of the curve in a given country starts to flatten out and approach its peak. The curves are different for every country based on competitive, regulatory, and economic forces that dictate how consumers spend on communications or household IT resources. But, the consistency of the curves was unmistakable, country after country, showed the same pattern first starting with voice, and then with messaging. Access at the time was still a growth engine, it still is for the most part. That study led to the birth of 4th Wave thesis.