Dr. Kristin Tolle, Director of Natural User Interactions at Microsoft, said during her keynote at the recent GSMA-mHA Mobile Health Summit that the mobile health industry can “come up with tools that are more natural for people to use” in order to increase service penetration. “You have to think about what people say, what they see, what they hear, and how they feel. If you tap into people’s emotion, you’ll definitely get adoption of the solutions.”