An interesting confirmation of this theory is explained in the recent Washington Post article entitled, "What killed BlackBerry? Employees started buying their own devices." That article basically explains how the smartphone market shifted from a business market to a consumer market, where consumers wanted the superiority of non-blackberry devices. While not dealing with the modularity issue, the article supports the different values in those two market perspectives (they're really not segments). http://www.washingtonpost.com/blogs/the-switch/wp/2013/09/20...