The mobile phone is now a platform of choice for many types of communication, lifestyle, commercial and leisure activities. In some parts of the world it represents a multi-leapfrog technology where there is no previous banking, phone, social change, or marketing infrastructure. As mobile phone operators seek to offer new services and products into their customer bases, there are opportunities to increase inclusion and participation by becoming customer centric, and using the customers' own behaviour to qualify them in, to target them appropriately, and to de-risk exposure to fraud. This leads to a range of mathematical modelling and analytics challenges. Professor Peter Grindrod CBE, of the Centre for the Mathematics of Human Behaviour at the University of Reading, discusses the latest research and development in the academic and commercial sectors.