The Smartphone as an Economic Development Tool a Preliminary Investigation.

1. THE SMARTPHONE AS AN ECONOMIC DEVELOPMENT TOOL:
A PRELIMINARY INVESTIGATION
Peter H. Hackbert, Berea College
Eric Kosgey, Berea College
ABSTRACT
The communication technologies have been growing by leaps and bounds in the last
decade. Mobile is the new Internet. With nearly 4 billion mobile phones, the size and reach of the
mobile market is vastly bigger than the PC industry. The smartphone technologies have become
the “Swiss army knife” for users with access to voice, data, and image communications. The
purpose of this research in progress is to explore research and identify applications of the use of
Smartphone as a tool to assist travelers. This paper summarizes the rise of and the growth of the
mobile market, the arrival of a new set of dependencies for mobile users, and the impact of
consumers’ new smartphone dependence on channel preferences and consumer purchasing
behavior. Five smartphone user summarizes are presented.
INTRODUCTION
Only mobile delivers a personal web experience with always-on, 24/7 access that
includes an identity, location, and direct payments mechanisms via the mobile phone bill. These
benefits deliver significant improvement to sales and marketing campaigns not available via the
traditional PC. Most companies are using one social media channel (Burson-Marsteller Fortune
Global 100 Social Media Study, 2010). Adoption of social media has increased as companies
businesses begin to realize the social media channels promote engagement, with another channel.
This paper describes one element of the results of an entrepreneurial leadership program
held in economically disadvantaged communities in Central and Eastern Kentucky in the
summer of 2011. The Entrepreneurial for the Public Good (EPG) Program at Berea College
applies the team-based learning principles (Michaelson, Knight and Fink, 2004), human center
design and design thinking principles (Brown, 2009) within a collaborative community
partnership to spawn economic development through entrepreneurial leadership applying social
media technologies and mobile devices.
Among the many observations gained from seven previous EPG entrepreneurial
leadership programs is the need to provide nascent entrepreneurs and small business owner with
the knowledge and skills to market an array of local goods and local services. Building upon a
seven year history of entrepreneurial leadership programs Central and Eastern Kentucky citizens,
civic leaders and nascent entrepreneurs recognized and feel very comfortable in allowing college
students to facilitate public workshops and organize social media training events. In the summer
of 2011 the EPG research program placed 20 undergraduate students in the role of travelers and

2. tourist visiting retail shops, B & Bs, art galleries, family-based restaurants, cultural and historical
destinations during field-based and face-to-face visits with entrepreneurs in Western North
Carolina, Central Kentucky and Eastern Kentucky. The field-based user-centered research
produced eight community social media workshops in Central and eastern Kentucky.
During the research phase student teams posted 217 blog entries, 1,313 Facebook posts,
2,892 photos, 623 location-based social media business reviews, commented on 277 Facebook
entries , and 82 blog comments, conducted 116 video interviews with small business owners
reviews, and developed four blogs (www.treasuresofappalachiarevealed.wordpress.com,
www.impactof5.wordpress.com, www.unbridledentrepreneurs.wordpress.com, and
www.grouptomboy.wordpress.com) recording their observations and travels. The field-research
objective was to inform the student bloggers about the real challenges, technical and human
obstacles and opportunities related to small businesses adaption and adapting of social media
strategies and tools for economic development via tourism in rural Appalachia.
This paper summaries the background research on the mobile market, explores perceptions and
reactions of smartphones when traveling, and highlights students’ adaption and adopting of the
social media devices.
THE MOBILE MARKET
The social media and mobile market have shifted significantly in the last few years. The
purpose to this research in progress is to documents the current secondary research on the
smartphone industry and to explore perceptions and reactions of individuals to the use of
smartphones when traveling. Several studies have been conducted to examine the effects of
mobile marketing (Barnes & Scornavacca 2004). Tähtinen (2006) cites the Mobile Marketing
Association definition of mobile marketing as “the use of wireless media as an integrated content
delivery and direct-response vehicle within a cross-media marketing communications program.”
Smartphones as a percentage of all mobile phones will grow from 13.4 percent in 2009 to 25.2
percent by 2014. Market research firm In-Stat forecasts smartphones to grow from under 20% of
all phones sold in 2010 to 43% of all handsets sold by 2015 and usage to grow from 161.4
million units in 2009 to 415.9 million units by 2014 worldwide. This is a compound annual
growth rate of over 79 percent. Currently, there are over 250,000 smartphone applications and
more than 6.5 billion app downloads.
For years the public has heard announcements that the next year will be the year of the
mobile, and then the next year and the next (Oak, 2009, Steinberg, 2010, Eley, 2011). Expecting
a highly-touted revolution to arrive with a BANG, some consumer may have failed to recognize
that the “Year of the Mobile” is happening around us – not as a unified cultural experience but in
a moment of personal awakening for each individual, triggered by a single purchase, the
Smartphone.

3. For more than 40% of the US population, the “Year of the Mobile” has already arrived,
the moment the screen on their first smartphone flickered to life. As each smartphone lights up
its user’s life, with unprecedented functionality, connectivity, and productivity a new found
power and freedom is quickly replaced by complete and utter smartphone dependence. Recent
studies have shown that, while the economy is in the state of recession, potential customers
rather spend their earnings on home entertainment systems and other electronic devices like
laptops and mobile phones, than on vacation planning and traveling (Hesseldahl, 2009).
Twenty-five years ago mobile communication was “unthinkable” (Dixit, Ojampera, Nee
and Prasad, 2011). IBM designed the first true smartphone in1992 and made it available the
following year sold by BellSouth (Lobo, Kaskaloglu, Fox, & Srisangkhajorn, 2011). The device
contained a calendar, address book, world clock, calculator, note pad, email, games and the
ability to send and receive faxes (Schneidawind, 1992). In 1996, Nokia released its first
smartphone, the Nokia 9000 which include a color screen. In 2000 Ericsson released the R380, a
touchscreen smartphone and Miocrosoft, followed the next year offering a Windows powered
smartphone (Microsoft, 2002). Just 15 years ago, personal cell phones were a relative novelty. A
virtual explosion of smartphone use has swept the globe in the last five years (Mutchler, Shim,
and Dustin, 2011). In that short timeframe, mobile technology has advanced dramatically,
service and equipment have become extremely affordable, and consumers have been drawn to
mobile like ants to a picnic. The power of a smartphone in 2010 has been compared to that of a
typical laptop manufactured in 2005 (Roshan, 2010).
The fact is, the smartphone market has seen explosive growth in recent years – and, based
on market research trends, it is expected to continue. The smartphone is widely used throughout
Asia, North and South America, Europe, and varies in use in other regions. In February 2011
comScore (2011) reported that the US smartphone usage had grown by an astounding 60% in the
previous 12 months. In addition, the total number of American using smartphones rose to 63.2
million in 4Q 2010.
The smartphone has quickly become the preferred computing device for many
Americans. Smartphones have been predicted to be owned by one in five people in the world by
the end of his year and up to 90% of all consumers in the United States by the year 2015
(Mutchler, Shim, and Dustin, 2011). According to the International Data Corporation, the
worldwide smartphone market is expected to grow by 49.2% on 2011. This is more than four
times faster than the expected growth of the overall mobile phone market – which seems to
indicate that current feature phones owners are rapidly switching to smart phones, while non-cell
phones owners are jumping directly to smart phones with their first cell phone purchase.
According to a May 2011 research report by Exact Target eighty-nine present of US
online consumers 15+ own a cell phone; forty-one percent own a smartphone (with email
capabilities, web access, and other advance functionality; forty-eight percent own a feature
phone (typically limited to calling and text messaging); and, eleven percent don’t own a phone.

4. The industry landscape is changing rapidly, even though Blackberry pioneered the
development of the smartphone. As feature-rich competitors like Apple’s iPhone and - most
recently – Google’s Android platform have emerged, feature phone makers have struggled to
maintain market share. In fact, although Android is a relative newcomer to the smartphone
market, its popularity eclipses even the iPhone – likely due to its relative affordability. (Many
Android models are offered free with a long-term service contract, while the iPhone are not.)
Overall, one-third of US smartphones owners have an Android phone, followed by iPhone at
25% and Blackberry at 19%.
A smartphone is so much more than a phone. It’s a web browser, an email device, and a
social media portal. It can be a mini stereo, a gaming console, a GPS device, an alarm clock, and
a shopping cart. The smartphone has become a modern day Swiss Army knife, putting marketers
not only in a multi-channel environment, but a multi-purpose environment as well (Mutchler,
Shim, and Dustin, 2011). But how many people are actually using all that functionality? As it
turns out, a surprising number of them are.
According to a new survey from Prosper Mobile Insights, some 52.9% of smartphone
owners say they use all the functions of their smartphone—to such an extent that they say, “It’s
my life.” Another 30.4% say they use all the basic functions of their device, plus a few apps. And
just 16.7% use their smart phones exclusively for calling, text messaging. Three functions below,
calling, texting and email provide a snapshot of the smartphone applications used today by
consumers and travelers.
Calling - People actually use their smart phones to make phone calls. Calling is actually
the most common smartphone use. Thirty-one percent of consumers say they use their smart
phones to make calls “constantly throughout the day,” while 69% make several phone calls each
day. In total, 87% report making least one calls per day. Women 18-24 are actually the least
likely to use their smart phones for calling—only 56% say they make calls at least several times
per day.
Texting - Texting seems to be something of an “all or nothing” proposition - people who
text tends to do so quite frequently. Thirty-eight percent of consumers use their smartphone to
text “constantly throughout the day,” and 67% say they text at least several times per day. A total
of 78% report texting at least once per day.
Email - Email is the third most common among smartphone activities. More than 53%
of consumers use their smartphone to check email at least several times per day. Twenty-none
percent report they check email “constantly throughout the day,” and a total of 66% check email
at least once per day. Although teens are the least likely to check email on their smartphones, a
majority still do so regularly. Twenty-four percent of smartphone-owning teens report checking
email throughout the day, 41% check email at least several times per day, and 65% check email
at least once per day.
Internet - Web browsing on-the-go is emerging as a common activity among smartphone
owners. Eighteen percent of smartphone users use their smartphones to browse the Internet
“constantly throughout the day,” and 58% do so at least once per day. Interestingly, web surfing

5. is the more common among 18-24 year olds than among their younger counterparts. This is
likely due to the limitations placed on teens during the school day—it’s much easier to sneak a
text or check an email than browse your favorite website.
Facebook - Although not as popular as the smartphone functions mentioned previously,
Facebook is the only social media outlet used by a majority of smartphone owners on a daily
basis. Seventeen percent of those surveyed use their smartphone to check Facebook “constantly
throughout the day,” and 35% check Facebook at least several times a day. In total, 50% check
Facebook at least daily. Both men and women check Facebook frequently—approximately two
thirds of smartphone-owning men and women age 34 and under use their smart phones to check
Facebook at least once per day.
EMERGING MOBILE ACTIVITIES
Smartphone capabilities are constantly expanding. New features, functions, and
applications are introduced on a near-daily basis. Although not all of these are readily adopted by
smartphone owners, the research findings indicate a few functions and features that seem to be
gaining popularity.
Location-based services (LBS) - “Checking in” using location-based services on a
mobile phone is still not a mainstream activity, but adoption is definitely increasing—and the
levels of reported usage are somewhat unexpected. Twenty-eight percent of smartphone owners
have used their phones at least once to check in using location-based services like Foursquare,
Gowalla, and Facebook Places. This represents 12% of the overall US online population. Women
are more likely to use check-in services – 37% of female smartphone owners have checked in,
compared to 21% of males. Within the 35-54 age groups, 13% of the men have ever checked in
while 38% of women have done so. The difference is likely due to the fact that these women are
also in the demographic most likely to consider themselves “Deal Seekers”. This data suggests –
contrary to early speculations that check-in services would be embraced mainly by young
hipsters on the prowl—that deal-seekers are now eagerly gravitating to Foursquare and other
LBS providers who offer savings based on proximity.
Quick Response (QR) Codes and Barcodes - those black-and-white pixilated symbols
that seem to be popping up everywhere—are just slightly less popular than check-ins. Twenty-
four percent of smartphone owners (10% of the overall online population) report having scanned
a QR code or similar barcode to obtain more information about a product, business, or event.
Comparison Shopping - Retailers should take note of this relatively new trend, as
consumers are embracing the ability to compare prices while shopping in a brick-and mortar
store. Twenty percent of smartphone owners report having done this, and utilization is fairly
universal for all consumer groups—both men and women in all age brackets.
Mobile Coupons - Along the same vein, 15% of Smartphone owners (6% of the overall
online population) report having redeemed a mobile coupon, with women being more likely than
men to utilize this capability (18% vs. 12%).

6. Push Notification - This emerging capability allows companies to send messages
directly to their app users, even when the app is closed. Push notifications are especially useful
for conveying timely information like breaking news, exclusive sales, and sports updates.
HOW SMARTPHONE PROMPT PURCHASES
The research literature on mobile devices is beginning to emerge. Park and Lee (2011)
categorize research on mobile phone and mobile phone-related application into three parts:
adoption, addiction and business uses. Ease-of-use, usefulness, accessories, Internet browsing,
WIFI connectively, battery life and social influence are positively related to the adoption and
purchase behavior among smartphone users. Blackberry users’ interactions are cited at 1.68
hours per day, and interactions occurring every 90 seconds and lasting an average of 90 seconds
(Oliver, 2008; 2010). In a June 2011 Exact Target (2011) reported that fifty-five percent of
consumers who’ve made a purchase after receiving a mobile message report that they’ve
completed at least one purchase on their smartphone itself. Forty-three percent of consumers
completed their purchase on a desktop, laptop, or tablet computer.
The original notion of mobile shopping conveyed an impression, in which people could
receive messages on the go, and these messages would prompt a visit to a physical store where
the purchase could be completed in person. Thirty-five percent of the consumers reported
completing their purchase in person (Exact Target, 2011). Email isn’t as effective at driving in-
person or in-app purchases and both Facebook and Twitter tend to drive purchases that can easily
be tracked on the phone itself, including purchases made through the smartphone browser,
through apps installed on the phone, and through the app store. People who act on Facebook and
Twitter messages are less likely to go back to their computer to complete the purchase and
neither of these platforms is as effective at driving in-person purchases. Text messages are the
most likely to drive in-person purchases— even more so than messages delivered through
location-based social networks like Foursquare and Gowalla.
Cellphone and smartphone dependence and addition studies are emerging including
studies comparing average and addicted users, and aspect of withdrawal/tolerance, economic and
social difficulties, and user depression related to mobile phone addiction. Apps drive purchases
through apps (Exact Target, 2011). Apps represent a closed system on the smartphone, and
messages delivered through apps don’t tend to prompt purchases through other channels.
However, in-app purchases have the distinct advantage of providing simple, straightforward
purchase tracking.
SMARTPHONE USERS ARE DEPENTENT ON APPS
Smartphone owners are notoriously “app-happy.” It seems there’s an app—or twenty—
for every possible need, and every smartphone owner has a few favorite apps they just can’t live
without. Half of all smartphone owners have more than ten apps on their phones—iPhone and

7. Android owners lead the way with an average of 24 and 21 apps, respectively. In contrast,
Blackberry owners average only nine apps—argue that may be explained by the fact that
relatively few apps are available on the Blackberry platform. Shopping apps have become
increasingly common as smart phones gain popularity. Fifty-six percent of smartphone owners
have at least one shopping-related app on their phones, and 15% have more than six shopping
apps currently on their phones. Not surprisingly, those who install shopping apps are also the
most likely to have ever made a purchase using a smartphone.
Only 2% of the people with no shopping apps installed on their smart phones report
having ever made a purchase as the result of a message they received on their smartphone.
Among people who’ve installed six to ten shopping apps on their smartphone, 39% report having
made a purchase because of something they saw on their phone. Seventy percent of people with
11 or more shopping apps on their phones report having made a purchase.
By their very nature, smartphones put the Internet in the consumers pocket and the world
at consumer's fingertip. With such power in the palm of their hand, it’s no wonder consumers
rely on these tiny devices for every aspect of daily digital life. ExactTarget also asked consumers
to report on the impact smartphone ownership has had on their use of Email, Facebook, and
Twitter. At a high level, smartphones are driving increased utilization of digital communications
across every channel. Email and Facebook are all seeing increased activity due to the
convenience and immediacy afforded by smart phones.
Email - Despite the fact that consumers tend to view email as a means of conducting
more “formal” or important communications, email usage increases with the purchase of a
smartphone. Those who have a smartphone are: Forty-seven percent more likely to check email
“constantly throughout the day,” 30% more likely to check email at least several times a day, and
8% more likely to check email at least once a day. Interestingly, this trend is even more
pronounced among teens. While teem are likely to check Facebook slightly more often than they
check their emails, smart phones ownership increases teen utilization of email dramatically.
While only 50% of teens without smartphone’s check email at least once a day, 77% of teens
with Smartphone’s do so. In fact, teens with smart phones are nearly as likely to check email
every day as they are to check facebook everyday (80%).
Facebook - Similarly, use of Facebook— whether as a social tool or a time-filler of a
smartphone, is popular. Those users with smartphones are: Twice as likely to check Facebook
“constantly throughout the day, 58% more likely to check Facebook as least several times a day,
and 44% more likely to check Facebook at least once a day. The impact of smartphones on
Facebook use is less dramatic for teens, although teens with smart phones do check Facebook
more often than those without. (80% of teens with smart phones report checking Facebook at
least daily, as compared to 69% for those without a Smartphone.) This may be due, in part, to the
important role of Facebook in teens’ social lives, which makes them likely to check Facebook
regardless of whether or not they have a Smartphone.

8. IMPLICATIONS FOR TRAVELERS AND TOURISTS
15 million US internet users carry out travel research using online travel sites each
month. Sixty-one percent of people aged 18+ in the US go online for vacation recommendations.
The Edinburgh Tourism Acton Group reports that user reviews, ratings and photos are trusted
sources, although not as much as friends (2011). TripAdvisor®
, the world’s largest travel site
announced the results of its mobile device travel survey of more than 1,000 U.S. respondents
with mobile devices. Thirty-eight percent of travelers have used their mobile devices to plan a
trip and 60 percent of respondents said they have downloaded travel apps on their mobile
devices. TripAdvisor also reports that while the main reason to bring a mobile phone on trips
remains making calls, 47 percent, nineteen percent cited communicating online through services
like chat and email as the most important function while traveling. Thirty-eight percent said they
often use their mobile devices for tasks other than calls when traveling, and 28 percent said they
always do. Other than calls and texting, the top activities travelers use their mobile devices for
when traveling include: 65% taking/sharing photos, 54% surfing online, 52% navigation, 48%
staying on top of the news and 36% games (Schonfeld, 2011).
MOBILE FOR TRAVEL PLANNING
When asked what parts of the travel planning process they conduct on their mobile
devices: 52% researched restaurants, 46% read about destinations, 45% read traveler reviews,
42% booked or researched accommodations, and 34% booked or researched flights (Exact
Target, 2011).
On the Road Activities- While traveling, 62 percent of travelers said they use their
mobile devices to research restaurants. Fifty-one percent check their flight status and 46 percent
research attractions. Twenty-eight percent have checked into a restaurant, hotel or attraction
using their mobile device while on a trip. Other findings included: 23 percent have reviewed a
hotel, restaurant, or attraction they’ve visited using a mobile device while on a trip, 38 percent
post status updates to social networking sites to keep friends updated on their travels, 47 percent
of respondents have used their mobile devices internationally. The greatest frustration with
mobile devices when traveling, not surprisingly, is sporadic connectivity, according to 35
percent, while 25 percent identified small screens as their biggest mobile device gripe, 75 percent
of respondents said they use GPS devices when traveling and 59 percent of travelers have used
the GPS capabilities of their mobile devices (Exact Target, 2011).
“Smartphone adoption around the world is skyrocketing, and is fundamentally changing
the way people get travel advice,” said Mike Putnam, director of mobile product for
TripAdvisor. “Whether it is finding the perfect museum or restaurant, booking a hotel or a flight,
or sharing advice, it is clear that travelers around the world now rely on their smartphones and
other mobile devices to plan and have better trips.” TripAdvisor has free mobile apps available

9. for the iPhone, Android, Windows Phone 7, Nokia, and Palm smartphones, the iPad, and a
mobile website available for all major mobile devices (Schonfeld, 2011).
METHODS
To uncover the in-depth understanding of the concept of users’ behavior of smartphone,
the present study investigates users’ reports on their smartphone experiences. The qualitative
technique of existential phenomenology was deployed for data collection and interpretation. The
technique encouraged the respondent to describe in depth the personally experienced
phenomenon through which the researcher can attempt to learn and understand the respondents’
meaning of the experience within its lived context (Thompson, Locander, and Pollio, 1989).
This paper summarizes a pilot study consisting of in-depth interviews will a small sample of
twenty students traveling in Central and Eastern Kentucky and Central Appalachia throughout
the summer of 2011. Interview questions related to respondents’ use of a smartphones as a
communication, entertainment, education and travel devices are obtained.
STUDENT SUMMARIES
User 1: Smart Phone Keeps You Sophisticated! - I was very impressed by the
functions, applications and designs of the Windows 7 AT&T Samsung phone when I started using
it. Although it was my first time using it, I felt like it already belonged to me.
First of all, it is extremely convenient to use touch-screen pad. All I needed to use it is
with index finger. As I am tired of clicking or pushing buttons while using phone, touch screen
pad just satisfies my expectation. I used to have a regular phone and after using it a few months,
I found that buttons were broken due to my consistent clicking. I really hate it when I found that I
could not use it anymore. That is why I have been having a desire to try a touch screen phone.
Besides touch screen, its applications were beyond my expectations and really amazed
me. In particular, it has a distinguished application which allows me to access Yelp, Urbanspoon
and TripAdvisor, not mention Facebook. Therefore, it really made it convenient to submit
reviews on these websites directly from smartphone no matter where you were at as long as you
had internet access. We travelled all the time and still wanted to update reviews online while on
the journey and it was wonderful to just have a smartphone. That function really makes
smartphone unique from other typical phones.
Another advantage is the wonderful categorization of windows which makes it easier to
search what I wanted in phone. For instance, all the main windows such as photo folder, videos
folder, and contact list folder are all listed on the front page. If I wanted to view photos that I
had taken, one click on photo folder on front page would instantaneously allow me to enjoy
looking at the photos. All the main folders are listed with descriptions and picture which really
allows me to recognize them as there are many folders on the front page. A good categorization
with pictures on individual folder is helpful to me. I have a poor memory.

10. Text massaging setup in the smartphone just blows me away! In the typical phone that I
had used, I could not have access to my previous messages: all I could see was my present
message. However, in the smartphone, whenever I message to someone, all the previous
messages that I had sent to him were recorded and so I could see the previous conversations
easily before I message to him. For me personally, I really found it helpful because I am the type
of person who would send message after reading the previous conversations. All the messages
are clearly marked and recorded.
One of the most important features of the smartphone which I had been taking advantage
of is that it is perfect to take photos and videos. I first thought that as it was phone based, the
quality for taking photos and videos would be lower or even below my expectation. Yet, it was
just the opposite. The photo and video qualities are wonderful and clear. After taking photos, I
could upload those photos immediately to Facebook, Yelp, Urbanspoon and TripAdvisor. I had
been uploading photos ever since using it. Before I arrived at hotel each evening, I almost
finished uploading reviews and photos which minimized my workloads for the night.
As I am constantly travelling to places that I had never traveled before such as Eastern
Kentucky and North Carolina, it was necessary to have navigation device to assist me in finding
restaurants, hotels and businesses. Smartphone with the AT&T Navigation was very helpful to
me although I had GPS to assist me in the van. Whenever our GPS functions were disconnected
or confused, I used smartphone as a backup.
I need to mention the attractive smartphone design with a big screen which makes it so
simple yet eye-catching. The design does not discriminate male and female users. The size is just
perfect for carrying or putting in the pocket, not too big, not too small.
There are also few negative points of smartphone. It does not have internet asses in all
areas which I think that every different company phone has the same problem. I connected the
smartphone to my laptop, Dell Window 7, and I found that it could not transmit the mobile
information. But I had not tried it with another laptop. Another negative point which I found it
really disappointing is that although I could take videos, it does not option to post on Facebook
or other website directly.
Despite the fact that it has few negative drawbacks, I still find Smart Phone useful and
sophisticated. After using it for two months, I am confident to say that Smart Phone is better than
any other phone due to its excellent applications and functions. It is perfect for tourists who are
constantly travelling. I strongly believe that tourists should have a Smart Phone. After exposing
to it, I felt, “if you don’t use Smart Phone, you cannot even assume yourselves as a sophisticated
person.”
User 2 - I am no stranger to smart phones. In fact, I have owned a smart phone for about
two years now and I would not trade that for any other device; not even a new lap top. My smart
phone device is like my laptop on the go. It is convenient and ready to use whenever I need it.
Despite the other features that are on my phone that I enjoy most such as my unlimited text
messages, my smart phone device comes with a GPS navigation system, cool apps that I can
download for free, and 3G network that allows my smartphone to avoid slow traffic when trying

11. to browse the internet. Some people think that smart phones are too complex. I agree to a certain
extent. Not all smart phones are the same, but you will never have a dull moment. Each smart
phone device improves as you upgrade to another one. I am going to highlight the benefits of
having a smartphone and how two years of use encourages me to keep buying them.
During the EPG program, students were given a smart phone to use throughout the eight
week summer program. I’ve noticed that some students had absolutely no experience with
smartphones and some students had more experience than most. While using the Blackberry
Torch from AT&T, I’ve learned to differentiate all types of smartphones. The Blackberry Torch
is ideal for people who love to organize. This device is good for on-the-go emails and quick
communication responses so that your conversations aren’t delayed. This smartphone functions
as a personal organizer. It includes electronic diaries, calendars, contact lists, and automatic
reminders. To elaborate on the automatic reminders that this smart phone feature, you can use
this device to set-up appointments, send emails and take notes all while you’re on the go. Sounds
more like a computer to me. Smartphones are flexible. I have everything I need in a small
handheld device. I refer to it as “information at your fingertips”. One aspect that I wish I could
change about all smartphones is the fact that we have to use our fingertips for entering data on
some of them. I’ve noticed that with the Blackberry in particular, I have to use my fingertips
instead of my fingernails. This makes it hard for people with long fingernails. Not all phones are
like that though. When I shop for a smart phone that is one thing I look for; fingernail capability.
More and more services are being made via smartphones. Just when I think I’ve been
introduced to enough, I get introduced to another app. From access to maps, having your own
personal “TomTom” talking to you on the road, to watching live television on my mobile device,
I can always stay on top of what’s going on. Smartphones offer me a new way of marketing to
customers; Multimedia Messaging Services (MMS) lets me include animation, graphics and
music in a message. The smartphones even includes a built-in cameras with HD (High-
Definition) compatibility. This is perfect to catch the moment.
I love my smartphone device. These smartphones are going to be the future. Soon there
will be no more lap-tops; and that is fine with me. I can see the day when I wouldn’t need a
laptop at all. I can’t speak for all smartphone users because they may have different apps or
advanced features. I always tend to go for a 4G compatible device as opposed to a 3G device for
faster communication such as web-browsing. Appearance matters to me when I’m looking for a
smartphone. I don’t like really big or heavy smartphones which is why I eliminate carrying my
laptop when using the two devices in the same context. I recommend that everyone purchase a
smartphone and learn how to use it. People don’t really understand that full effect of a
smartphone until they actually play with it and gain some experienced.
User 3 - I work for a non-profit organization that does social media advertising
consulting work in Eastern Kentucky and I have been using the iPhone since June and it is
KING! I will never buy a different smartphone. With the iPhone, I can upload photos and videos
directly to facebook- caption and tag them all with very little signal.

12. The most frustrating/negative thing about the iPhone is how quickly the battery dies and how
rarely it has signal, but in reality, most smartphones have this same problem. The iPhone
speakerphone system is GENIUS!!! Instead of playing with an earbud until it’s in the proper
position for me to hear and be able to speak at the same time. I simply put in headphones and the
speaker portion is automatically in the proper position.
This iPhone is perfect for anyone trying to market a business or a non-profit using social
media. I personally use the iPhone to post on my business’ Facebook page using the Facebook
app- it allows me to reply to users questions quickly when I’m on the road. I use the Notes app
to write notes about future blog posts. I use the Yelp app to look up local businesses where I can
eat, entertain myself and others, or new businesses I should visit. I use the wordpress app to
monitor my blog views. I use TripAdvisor to monitor reviews of local businesses. I use the
Twitter app to monitor local businesses social media presence. Anything that doesn’t have an
app I can just look up using Safari.
The iPhone is great for pleasure too. It plays music, and I can download many free apps
for games. There’s even an app that analyzes rock climbing crags and helps me navigate to
them! The GPS app is actually more reliable than the GPS TomTom I regularly use and the Yelp
app helps me find places to eat when I’m bored.
The overall layout of the iPhone is super user friendly. I’m absolutely technologically
challenged and I figured out how to use the iPhone quicker than I figured out how to use my old
Samsung Gravity. All of the icons are the same size on the screen and I have different colored
logos that make them easy to pick out in a hurry.
I know that a lot of people have trouble typing on the touch screen, but I find that the
longer I type, the better I get at it. I’ve gotten to the point now that I can type on an iPhone
without looking and still have very few typos.
I’ve used Droids and Blackberry’s in the past and I must say, the iPhone is superior in
quality, ease of use and number of apps to either of them.
User 4: The (Not So) Smart, Phone- Like it or not, when it comes to innovative devices,
there are some that simply fall short of expectations. I recently had a disappointing experience
with this brand of epic failure when I got the chance to test drive the new Windows 7 AT&T
Samsung as a part of my summer internship. The experience has been lackluster at best. By
definition, a smartphone is a cellular communicating device with additional features
(applications) that make it “smart.” So as a bare minimum, a smartphone should of course allow
me to make phone calls, but also has effortless and efficient text messaging capabilities (i.e. a
QWERTY keyboard), takes digital quality photos and videos for sharing via high-speed access to
the Web, browsing applications, and lastly, the ability to sync multiple email accounts. The
Windows 7 “Smartphone” did not meet these basic skills tests: scoring only a 50%.
It makes calls just fine, when there are cell towers nearby, and the threaded text
messaging format is extremely convenient. However, accessing the Web to publish pictures and
videos proved futile. The pictures would upload to Facebook hours after the fact and the phone
does not give you an option to share videos at all; yes, this means it does not have YouTube

13. capability. And adding insult to injury, the phone will not connect to PC so that photos/videos
can be transferred via USB/Bluetooth.
What is most exhausting and irritating, however, is that the smartphone was not
susceptible to non-Smartphone ways of sharing data. Let me explain, I personally own a Nokia
E73, which is not classified as a smartphone. But, sites like Facebook, YouTube, Twitter etc. now
have alternative mobile access methods. I can text my status updates, photos, wall post, friend
request confirmations to Facebook (32665) and it will be published on my profile. Likewise, I
can send videos from my phone to a personalized email issued by YouTube and they will post to
my channel instantly. My attempts at these methods with the Window 7 phone fell on deaf touch
screen: NOTHING worked.
In the end, I am left with the thwarted, but useful realization that the Windows 7 AT&T
Samsung is a (not so) Smartphone after all.
CONCLUSION AND FUTURE WORK
Smartphones, without a doubt, are the way of the future. Developers of websites and
social media need to take note and consider the web usability of smartphones when designing
their sites. Websites and social media developers risk losing portions of potential visitors in the
travel industry if adoptions are not considered. In this paper we explored patterns of consumer
behavior and purchasing, and usability guidelines. For future work, we plan to use social media
guidelines that can help small business owners and entrepreneurs evaluate the effectiveness of a
range of marketing and promotional tactics to attract visitors and travelers.
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