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The purpose of this study is to determine the factors that underpin consumer switching intention in the smartphone industry. Most of the literature on brand switching uses conventional models that lack the ability to explain this behavior for high-technology products. Such products have unique characteristics that make the switching process more challenging from the consumer perspective.

The proposed model is built based on the related theories that consider the distinctive aspects of high-technology products. Furthermore, two variables “relative advantage of product features” and “company innovativeness” are introduced for the first time to evaluate consumer attitude to switch a high-technology product. The smartphone industry was selected to test the proposed model, where an online survey was sent to Apple and Samsung users.

The results confirm the expectation that perceived product usefulness, perceived ease of use and relative advantage of product features are the major factors driving the intention of users to switch, whereas subjective norms have limited impact. The financial cost of switching is the main barrier to consumers’ decision to switch to a new technology. The pleasure consumers feel toward their brand and the other brand is positively associated with their attitude toward switching.

This research contributes to the literature on brand switching by introducing a comprehensive model that explains consumer switching behavior of high-technology products. Research findings would allow managers to draft better marketing strategies to improve consumer brand awareness.

The majority of literature on brand switching uses simple models to explain consumer behavior. This study is the first attempt to build a comprehensive model that considers the characteristics of high-technology products and how they shape consumer behavior during the decision-making process.

The purpose of this study is to identify and characterize the role of both original equipment manufacturer (OEM) and module supplier (MS) knowledge in the smartphone industry. In particular, this study aims to evaluate which of the two actors possesses the knowledge that has the greatest impact on the market satisfaction.

This study explores and combines the concepts of modularity and knowledge management by investigating the patent portfolio of 16 leading smartphone OEMs and 144 MSs. The applied methodology is based on the content analysis of patent data to extract information on both OEM’s and MS’s component knowledge.

The results show that, although its components are purchased from external MSs, the OEM should preserve both a general and specific concentration of component knowledge, as well as on the end product, to achieve a greater market satisfaction. Moreover, a positive direct relationship was found for the MS between the general concentration of component knowledge and the market satisfaction.

The novelty of this study is to segment the knowledge of both the OEM and the MS on multiple levels. To the best of the authors’ knowledge, this is one of the first studies that investigates the end product and component knowledge of both actors by filtering patent data using text-mining techniques. The originality of this work is to intercept the relationship between the different shades of knowledge of each actor and the market satisfaction.

The purpose of this study is to investigate human motivations affecting an adoption decision for smartphone among medical doctors and nurses.

This study investigates smartphone users' perception based on users' perceived adoption under the self‐efficacy, technology acceptance model (TAM) and innovation attributes leading to an adoption attitude under innovation diffusion theory by providing research constructs for the domain of medical doctors and nurses, testing them with reliability and validity, and demonstrating their distinctiveness with hypothesis testing.

The results indicate that behavioral intention to use was largely influenced by perceived usefulness (PU) and attitude toward using smartphone. PU and perceived ease of use positively determine attitude toward using smartphone.

For researchers, this study shows the possible and valuable adaptation of TAM constructs into the smartphone acceptance of doctors and nurses. The perceptions of smartphone adoption in this study are based on a one‐time survey. For better reliability a longitudinal study to show the measurement of attitudes will be needed.

One of the important implications is that organizational factors become a significant predictor of users' attitude toward innovative technologies.

The domain of research, smartphone, is a new technology in some industries; thus smartphone adoption deserves investigation in its own right. Although academic research of smartphone adoption in healthcare is limited, this study contributes to the field by adding an important new investigation.

The purpose of this paper is to explore the relations between usability and aesthetic values to clarify what value users place on aesthetic design as compared to usability and how this is different across cultures.

Smartphone service acceptance and uses were analyzed cross‐nationally, in a comparative fashion, focusing on the differences in the composition of motives in the USA and Korea.

While the results illustrate the importance of both usability and aesthetic values, the two countries show different value preferences, as well as intention and adoption patterns.

In the context of the recent overwhelming move toward mobile technologies such as smart devices, there exists a potential trade‐off between the aesthetic design and the usability in smartphones.

The results of this research suggest practical implications for employing cross‐cultural strategies in the global marketing of smartphones, as well as theoretical implications for cross‐country studies, which are recommended accordingly.

There is a need for behavioural research within the smartphone context to better understand users’ behaviour, as it is one of the reasons for the proliferation of mobile threats. This study aims to identify the human factors that affect smartphone users’ threat avoidance behaviour.

A structured literature review (SLR) was applied to answer the research question. A total of 27 sources were analysed, from which 16 codes emerged. After synthesis, six themes transpired.

Six factors were identified as drivers and/or challenges of smartphone users’ threat avoidance behaviour, namely, knowledge and awareness, misconceptions and trust, cost and benefit considerations, carelessness, perceived measure effectiveness and the user’s perceived skills and efficacy.

The results can encourage and provide a starting point for further research on human behaviour to improve smartphone user behaviour.

The mobile industry should focus on eradicating common misconceptions and undue trust in mobile security that is prevalent among smartphone users and make cost effective and usable interventions available. Training and awareness programs should be updated to include the factors that were identified in this study to affect smartphone users’ threat avoidance behaviour. In addition to improving users’ declarative knowledge concerning available smartphone measures and tools, procedural knowledge should also be improved to ensure proper use of available protective measures. Users should realise the importance of staying updated with evolving smartphone technology and associated threats.

This study acknowledges and supports the notion that addressing human behaviour is crucial in the fight against mobile threats. It addresses the need for behavioural research to analyse the factors that drive smartphone user behaviour. Furthermore, it uses and documents the use of a SLR, a research technique often unfamiliar among information security researchers.

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.

This case study is focused on strategic management of Huawei in sustaining the competitive position in the smartphone market. The discussions in the case study begins with the big picture of “Made in China 2025” policy and China’s 14th Five-Year Plan 2021–2025 attempting to change the country’s image from imitation to innovation. The case study then focuses on Huawei, the major provider of network equipment and smartphones, with the alignment of the national policy. The case demonstrates the difficulties faced by Huawei as a result of US ban. The students are challenged to perform in-depth discussions on various issues guided by the instructor using this Teaching Note. The teaching objectives are as follows: students should be able to analyse Huawei business environment and its strategic capabilities in the smartphone market; students should be able to evaluate the extent to which the effects of US sanction would have on Huawei smartphone operation; and students should be able to evaluate the strategies for Huawei to regain a leading position and achieve competitive advantage in the global smartphone market.

Huawei is the leading company in the information and communications technology (ICT) sector. Ren Zhengfei, Chief Executive Officer (CEO) of Huawei, has set the vision of building a global company that could rival the best in the world. Huawei’s heavy investments in research and development (R&D) have brought the company to be a leading brand in the international market. Huawei was charged as a security threat by the Donald Trump administration in 2019. The USA and its allies banned Huawei products, causing the smartphone shipments plummeted dramatically. The case presents a protagonist, Ren Zhengfei, CEO of Huawei, who built the business from a small company to a leading global ICT company. The growth of Huawei was struck by the US sanction with the supply chain being disrupted by a shortage of advanced chip technology to run the smartphone business. The dilemma addressed in this case study is concerned with how Ren Zhengfei could steer the company out of the crisis.

This case study was written for use in the courses of Innovation Management and Technology Strategy. The case is designed to support learning at various levels including the graduate, postgraduate and executive classes. Apart from the guided questions (assignment questions provided in the next section), the instructors should consider which specific areas of Huawei should be further explored to support the class discussions to benefit the students at different levels.

Teaching notes are available for educators only.

CCS 11: Strategy.

The purpose of this paper is to examine the effects of interaction techniques (e.g. swiping and tapping) and the range of thumb movement on interactivity, engagement, attitude, and behavioral intention in single-handed interaction with smartphones.

A 2×2 between-participant experiment (technological features: swiping and tapping×range of thumb movement: wide and narrow) was conducted to study the effects of interaction techniques and thumb movement ranges.

The results showed that the range of thumb movement had significant effects on perceived interactivity, engagement, attitude, and behavioral intention, whereas no effects were observed for interaction techniques. A narrow range of thumb movement had more influence on the interactivity outcomes in comparison to a wide range of thumb movement.

While the subject of actual and perceived interactivity has been discussed, the issue has not been applied to smartphone. Based on the research results, the mobile industry may come up with a design strategy that balances feature- and perception-based interactivity.

This study adopted the perspective of the hybrid definition of interactivity, which includes both actual and perceived interactivity. Interactivity effect outcomes mediated by perceived interactivity.

Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.

Based on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.

Results show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.

This study enriches the brand switching literature and offers significant implications for customer retention.