Although many universities already use contextual data, it is not yet mainstream activity.
Take risks Many sustainable businesses have taken risks by investing in systems and technologies that are not yet mainstream.
There are projects showing how to tackle this, but they are not yet mainstream in policy or design.
Statistical analysis was not yet mainstream, with "Moneyball" still a few months from hitting the baseball world.
"Clearly location is not yet mainstream — it's still a younger-demographic phenomenon — but if anyone can change it, Facebook will," said Sam Altman, chief executive of Loopt.
Unthinkable, that is, unless an established but not yet mainstream writer like Carol O'Connell blows this whole orderly process out of the water.
Although these tiny devices are not yet mainstream, some people on the cutting edge are already swallowing them to monitor a range of health data and wirelessly share this information with a doctor.
Alan Penn, dean of the Bartlett faculty of the built environment at University College London, believes that policymakers and architects are not dealing with mental health sufficiently because "understanding of these issues is not yet mainstream" in the architectural community.
Since the eight-track tape was no longer a big deal and the CD-ROM was not yet mainstream, I chose the colorization of film, which was somewhat controversial at the time.
