The overall penetration of smart phones is around 50% as stated in the article, to take the last half, the price will need to come way down and they need to be

The overall penetration of smart phones is around 50% as stated in the article, to take the last half, the price will need to come way down and they need to be much simpler to use. The second half of the users will always be less sophisticated and hence the incremental benefit they perceive from a new device will be far less than the techie market and they will be far less willing to spend time learning how to use it. Even though the wireless carriers currently subsidize more than half the cost of most devices, they make that up by charging extra for a "data plan". All that will need to go away and the overall price differential, both up front and per month will need to be much less significant that it is now between a basic phone and a smart phone before that second half can be captured.