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Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time.

The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights.

The mobile ethnography project allowed to gain deep insights into the customers’ journeys.

Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts.

Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience.

As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.

Two key factors in the success of general-purpose computing platforms are the creation of a technical standards architecture and managing an ecosystem of third-party suppliers of complementary products. Here, we examine Symbian Ltd., a startup firm that developed a strong technical architecture and broad range of third-party complements with its Symbian OS for smartphones. Symbian was shipped in nearly 450 million mobile phones from 2000 to 2010, making it the most popular smartphone platform during that period. However, its technical and market control of the platform were limited by its customers, particularly Nokia. From 2007 onward, Symbian lost market share and developer loyalty to the new iPhone and Android platforms, leading to the extinction of the company and eventually its platform. Together, this suggests lessons for the evolution of a complex ecosystem, and the impact of asymmetric dependencies and divided leadership upon ecosystem success.

Access to high-speed Internet is essential for full and consequential participation in the civic, economic, and education systems of modern life. Yet 30% of Californians continue to lack “meaningful Internet access” at home. This digital divide is worse among already disadvantaged communities and prevents rural, lower-income, and disabled individuals from fully participating in the civic, economic, and education systems of life in 2018. This chapter establishes the magnitude of the digital divide, examines the factors that contribute to the Divide, and looks at which groups are most affected. Successful government programs that invested in utility infrastructure and adoption, such as the Rural Electrification Act, the American Reinvestment and Recovery Act and the California Advanced Services Fund, are examined to provide a foundation for broadband specific policy recommendations. The chapter sets up a framework for policy recommendations by segmenting the population based upon the concepts of material and motivational access and establishing meaningful Internet access as the goal for policy-makers. The chapter puts forth a number of specific policy recommendations to address the technological disparity and prevent it from furthering the economic and educational divides.

With an extensive range of information available at the swipe of a finger, the smartphone has become a ubiquitous tool for augmenting conversation. Users of English as a lingua franca (ELF) often rely on such technology to help establish friendships by using them to sustain intersubjectivity. But how do they manage the multiple involvements this entails, such as participating in current talk while searching for linguistic items?

This study employs multimodal Conversation Analysis to undertake a detailed account of the way two young people, a Japanese male (22) and an Indonesian male (16) incorporate smartphones into their lingua franca English interaction. The analysis is based on naturally occurring conversations video-recorded by the Japanese participant, while both boys were living with an American homestay family.

The analysis explores the role of the smartphone in forward-oriented repair, including how the interactants, look up unfamiliar words, delay turn progressivity to fit those words into the turn-in-progress, and use images to accompany an unclear term. Speakers also occasionally abandon a look-up in order to reformulate the turn without the smartphone, relying instead on their own interactional competence.

The study offers insight into the way young people use smartphones as an affordance to manage and repair aspects of their L2 talk, enabling them to enhance their current interactional competence by drawing on the vast range of semiotic resources the phone possesses. Ensuring understanding is essential for developing and maintaining friendships, and for this particular peer culture of lingua franca English speakers, smartphones are a key tool for accomplishing that. As such, the study will be of interest to researchers and educators in the fields of both technology and interaction.

Usage patterns of mobile phones in Israel position them as instruments of great importance and as everyday, multipurpose, and interpersonal devices. This study utilizes a critical perspective of the “uses and gratifications” approach to explore the usage of and gratification sought from smartphone usage of millennials. Sixty personal in-depth interviews were conducted during 2013 with millennials (undergraduate students) with the primary goal of exploring millennials’ perceptions of smartphone usages, as well as their personal experiences with smartphones and the role of smartphones in their lives. A grounded theory approach was used to analyze students’ reflections on the roles of smartphones in their lives. Participants have expressed a great bonding with their smartphone and relationships that can be described in term of "love and hate.” The thematic analysis highlighted the addictive elements of using their smartphone, that is, using it more frequently and under undesired circumstances than one would like to, and even becoming anxious about losing the device or even getting too far away from it. Other leading themes included the influence of external pressures to use smartphones, the varied usefulness that smartphones serve in participants’ lives, and a strong sense of "Fear of missing out" as an explanation for their extensive use of their smartphones. The findings of this chapter indicate that smartphones have become an indispensable medium among young adults, used due to practical, as well as to emotional reasons; inner, as well as external impulses.

The new Silk Road provides cross-border-e-commerce firms with an opportunity to widen their markets. Under this circumstance, the preference recognition of countries and inventory allocation among overseas warehouses both become critical issues to solve. Three Chinese smartphone brands, including HTC, Huawei, and MI, are selected in this chapter for their relatively enormous sales. DHgate and AliExpress websites are chosen as platforms to analyze the sales for data availability. This chapter first depicts key features of the sales and then, based on which, divide countries into several groups according to their preference for phones by cluster analysis. Then, based on the results of cluster analysis, this chapter further models the inventory assignment among the seven major overseas warehouses that were built by AliExpress in 2015. The results show that the HTC seems to be pursuing the “high value with high price” strategy, while the other two companies seem to be pursuing a hybrid strategy of “low-price” strategy and “high value with low price” strategy. This chapter also provides an assignment pattern of inventory among the overseas warehouses based on the real data of sales and costs.

Research suggests there are at least three challenges to Black male interest and success in STEM careers: increasing access to STEM resources and curriculum, increasing Black and male inclusiveness in STEM initiatives, and increasing cultural and technical competency in STEM fields. African American schools typically do not have equitable STEM resources or instruction. In addition, there is limited research on supporting Black males' success in STEM in the culturally responsive computing (CRC) literature. Most STEM initiatives prioritize increasing the number of girls in STEM fields. STEM field employers are not active recruiters of Black male hires and have little experience with diversity and cultural inclusiveness. Research also suggests that Black students may not be interested working in White corporate America that undervalues their unique cultural perspectives and are more concerned with schooling that improves their communities. This chapter utilized CRC as a lens to examine the complexity of engaging Black males in STEM. As a result, the authors suggest adopting an equity ethic to help teachers help Black males connect themselves and their communities to STEM technology by utilizing smartphones and smartphone technology to engage Black males who may not have access to computers. We end with an example of CRC called barbershop computing, which combines computing, engineering, and innovation as a method to attract and retain Black males in STEM classes and help them persist in STEM careers.

Smartphones play an integral part in many children's lives. Their constant presence in various contexts and the multitude of affordances they present have a tremendous effect on how childhoods are lived today. One important aspect is the way children's interaction with smartphones can affect relationships and particularly generational relations. In this explorative study, we investigated Azerbaijani children's interaction with smartphones in the family and at school using the sociomaterial and relational approaches. Thinking relationally, we followed children's stories to unravel how smartphones can mediate different types of behavior and assist children in negotiating their place in generational order with the adults in their lives. Analyses suggest that smartphones can both present children with bargaining power to negotiate pleasure and fun as well as means to reinforce the generational order by children themselves. The findings point out that children often transfer social norms and expectations placed on them to the ways they use smartphones.