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Abstract
Recent releases of mobile phones, announced by the media as “smartphones” have ever more high technology embedded and they are true handheld computers, where the characteristics of information processing, physical and virtual memory capabilities have incremented with each new release. It is also remarkable that other objective and subjective critical aspects to the total satisfaction of the user are still present when making the decision to buy or not one of these devices. Therefore, we present, using the approach of data envelopment analysis (DEA), an exploratory study considering the main requirements to examine different Smartphone alternatives with respect to characteristics related to the user and the product.
Highlights
From its appearance in the mid-70s to its spread in the 1990s (Ferguson 2007), cell phone has become an integral part in everyday life of a common person, to the point that its absence seems almost unimaginable today (Plant 2000)
As a thermometer of smartphones representativeness in the global mobile phone market, smartphone world sales would achieve 918.6 million units, exceeding the conventional mobile phones in 2013 (Mlot 2013)
Technological homogeneity is one important assumption in data envelopment analysis (DEA), since it allows direct comparison between operational units. By complying with this concept, we propose a multimethodology approach (Pessoa et al 2015) that first applies cluster analysis to search for homogeneous clusters of smartphones, which still stand for consumer preference profiles
Summary
From its appearance in the mid-70s to its spread in the 1990s (Ferguson 2007), cell phone has become an integral part in everyday life of a common person, to the point that its absence seems almost unimaginable today (Plant 2000). These devices, which served exclusively as a way of communication, in the course of time have acquired new features, such as text messaging, access to media content, colorful touch screen, camera, etc. The Brazilian market, fourth largest in number of smartphones in the world, would reach the milestone of 75 million units sold in 2013, and may even surpass Japan, which currently ranks third, behind China and the United States (Savitz 2012)
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