When was the last time you bought a new mobile phone and had to use the 200 page user’s guide that came in the box? Heck, I’m guessing in your excitement you quickly opened the package, threw the box to the side, turned your focus on powering up the phone and downloading all the apps you have grown to enjoy. You may be thinking, why is it so easy for me to set up my mobile phone and quickly talk to who I want to talk to? Well maybe not, that could just be me, I have been in the telecommunications industry for eight years and started my journey at Samsung mobile. The mission at Samsung was very clear: beat Apple and provide a device that is easy to use.