Smartphone Case Study

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There has been a dramatic growth in consumers demand for smartphones in recent years. Smartphone is a mobile device which is more than merely make and receives phone calls, text messages, and voice mail. Also, smartphone needs to have the ability to make use of small computer programs called applications or apps (Weinberg, 2012). The introduction of these destructive smartphones devices in the 21st century has boomed the world market. According to Guardian 2012, this destructive innovatory invention product has approximately five years ahead of any other mobile phone. Leyland et al. (2010) stated that this destructive smartphone device is not just a normal functioning mobile phone that is use to make calls and messages, but has an extensive…show more content…
Besides that, there are more than 300,000 of mobile apps being developed and forecasted to have $35 billion of revenue by 2014 from 2007 to 2010 (International Data Corporation, 2010). With the increasing development in technology and telecommunication sector, numbers of smartphone users around the world is increasing. In Malaysia, some of the popular Smartphone brands are such as Apple, Samsung, HTC, Sony, Motorola, Nokia, and LG. A study by global information and measurement company Nielsen shows that there will be an increasing number of smartphone users in Malaysia, where 79% of mobile users plan to purchase a smartphone (MySinChew,…show more content…
High competition on developing feature-rich, replaceable products not only shortens the product’s life cycles, but also increases in the number of unsuccessful innovations (De Marez and Verleye, 2004). This is true for the fast growing smartphone market with an affluence of innovations and technology advancements. According to Xun Li, et al., (2010), numerous mobile manufacturers are aggressively developing and investing on their R&D to drive the smartphone technology market. They also stated that many new smartphone with more design and feature, faster operating system are continually coming out every year. Short product life cycle has pushed many smartphone users to change or upgrade their smartphone every 18 month on an average as to keep up with the trend and try out the new technology (Xun Li, et al., 2010). Besides that, a research has found out that these groups of smartphone users are young and usually at the middle age in general (Nielsen, 2011). According to Anna Wilska (2002), this age group of users often consider smartphone as a means of social connectives, information access, simplicity of life and leisure. Moreover, they often have characteristic such as open-mindedness, visibility and hedonism which made them to be so technology savvy (Anna Wilska,

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