You Aren't Just a Customer: You are Becoming the Product

In terms of business model, users of "no incremental cost" applications, supported by advertising, make the user the product. Now subscribers to mobile services are similarly becoming the product, as carriers sell marketing data, at least at a "subscriber non-identifiable" level. 

Precision Market Insights offers businesses such as malls, stadiums and billboard owners statistics about the activities and backgrounds of mobile users.