Evolution of Smartphone

Exploring the Evolution of the Smartphone: Characteristics of Users and Developers that have Proven Instrumental in Adoption and Success

Introduction

The evolution of the Smartphone has severe marketing implications. By the end of 2013, the number of Smartphones in use in the world is expected to reach 1.81 billion units. For the first time in history, the sales of Smartphones surpassed any other type of mobile phones in the third quarter of 2013. The term Smartphone refers to a programmable mobile phone that offers advanced capabilities and features that help individuals in their daily work and personal life (Ting, 2011). Smartphone users are now able to perform a variety of day-to-day functions, catch up on missed television episodes, play games, access digital coupons, price shop, and purchase virtually anything with the press or “slide” of a button. Due to the convenience and capabilities of Smartphones, they have become omnipresent and research indicates that Smartphone users are experiencing significant value from these devices. Smartphones have shifted over the past five years from being an object of “conspicuous consumption” and intense epidemic curiosity to becoming a mundane, ordinary artifact (Kreiger et al., 2009) As Smartphone use increases, so too does the opportunity for product exposure and purchase. The importance of understanding the consumer and their wants is greater than ever. Consumers no longer have limited product knowledge as they are able to compare all aspects of products or services in seconds with their Smartphones. This paper focuses on several research studies that have examined the aspects of Smartphones and apps that have been successful or unsuccessful with consumers in the constantly growing Smartphone marketplace.

1. Smartphone Dependency

It is important to distinguish between the marketing of the actual device and the apps that then also act as a conduit that facilitates the interactions between businesses and...