In February 2010 Google adopted a new strategy that the company's focus is now more on smartphones than on desktops. Eric Schmidt summed this up with a new motto: "Mobile First". Google developers started to create versions of new services for smartphones before creating ones to run on PCs. At that time the global smartphone penetration reached a average of 15% (2009). Two years later, we talk about a global smartphone penetration of 30% (2011). Only in 2011, nearly 500 millions smartphones were shipped.