Innovation patterns in the mobile telephony industry : a case study of iPhone usage

Abstract

This study explores innovation patterns among iPhone owners. It comprises a comprehensive review of the literature related to innovation and presents a definition of innovation as well as an explanation of different types of innovation, processes of innovation diffusion and the characteristics of an innovation affecting its diffusion. Literature pertaining to the consumer's buying decision and the adoption process of new products, which the author considers fundamental to this study, are also reviewed in this study. Focus group discussions formed the methodology of this research. The data was collected from iPhone users. Thematic analysis of the data was carried out based on coding. Data obtained from this research was then related to previous studies. The data gathered reflects the attitude of participants towards new technological innovations, specifically towards their usage of the iPhone. The data reveals that there is a high level of interest by participants in newly launched innovative technologies. Moreover, it was established that users are extremely satisfied with the innovation that the iPhone possesses. The main research investigates the usage and attitude of users toward the iPhone's innovative features and applications. This study includes recommendations for further research in the field of innovation.