Some 26 percent of global smartphone customers in developed markets will make no traditional phone calls in a given week in 2016, predicts Deloitte.

That attention-grabbing headline is likely misleading, however. Perhaps most of those “non-users” will talk, but will rely on over the top apps, not carrier voice.

Those consumers also will rely on messaging (including text messaging), voice and video services delivered over the top and social networks to communicate, especially with friends and family.

If you want to know why some of us think partnerships with OTT app providers and mobile service providers will be key, that is why.