Now days, most of the cell phones are addressed as ‘smartphone’, as they offer more advanced capabilities to make a voice call, video call, SMS, and MMS, smart phones has been as a new technology. We consider their purchasing decisions and behaviors as well as create a viable understanding related to their marketing, product such as mobile phones on new technology. Which had the first commercial mobile phone was launched in the 1970s; mobile technology has created a game-changing disruption in the telecommunication industry, collect from Wikipedia. But the new technology, it has been smarter and sophisticated with multi-functional application and has changed the name become smartphone. Importantly, smartphones now provide access to millions of mobile applications (apps) which offer a worldwide service
For instance, controlled approaches are applied to digital media activities. Hence, this literature review is relevant for those college teachers interested in digital literacy and its appropriate application in college classrooms. Existing studies concerning digital literacy in higher education focus on minoligual settings. For instance, Ng (2012), Greene, Yu & Copeland (2014), Lai & Hong (2015), and Chun Meng Tang, & Lee Yen Chaw (2016) who explore digital nativeness, Hicks & Turner, (2013) and Lea & Jones (2011) explored digital, or Ndawula et al., (2012) and Slechtova (2015) who examined students attutides toward technology in educational settings. Their studies are briefly described below.
Smartphone is one of the best invention in twenty first century. Smartphone is an all-in device that provide functionality of other device such as calculator, torch light, media player and camera. According to Pei and Lionel (2006), unspecific promoting planner had started to use the term smartphone to bring up new type of cell phone that can enable information access and use computing power to process. Smartphone allow us to contract with people, access information and make transaction within our finger tips. Although smartphone is convenient to us but the overuse of smartphone can lead to smartphone addiction.
This clearly explains that younger consumers are more adaptive and have the high willingness accept to the innovation of technology in terms of smartphone. The usage rate of smartphone among the university students are also on the rise (Ting et al., 2011). Some of the popular brands of smartphone available in Malaysia are Apple, Samsung, Sony, HTC, Nokia and LG. Among these brands, Samsung Galaxy and Apple iPhone have the highest competition in the market. These smartphone brands have higher chances in influencing the students purchasing decision.
The consumers of Apple have a flexible variety of product line from its competitors. Apple has strong rivals like Samsung, Dell, Lenovo, HP, Microsoft, HTC, Sony, LG, Xaomi etc. The main substitute is defined by the operating system. The Microsoft windows by Microsoft and android by Google can be considered as the substitute of Mac. The electronic market, specifically the smartphone market is emerging day by day, so there is a strong possibility of entrance of new competitors.
The current generation of fitness bands and smart watches are just the beginning of a revolutionary change. Smartphone users believe that wearable technology will expand in more numerous and impactful ways than the smart phones have ever did in the past decade. The fact that smart phones have become integrated in every aspect of our lives to such an extent that it makes it hard to even imagine a future without them. With two out of five smart phone users indicating that wearables might replace smart phones, it might indeed come to reality, although it may take some time. The signs of this change are already visible today, as half of the existing smart watch users are expecting that their favorite smart watches will be standalone devices, without the need for smart phones etc in the near
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS This research is done in order to achieve the objectives that had been set from the beginning of the research proposal. The objectives of this research are: 1) To clarify that using smartphone gives positive impacts (advantages) compare to negative impacts (disadvantages). Smartphones have their advantages and disadvantages towards those using them. The advantages that smartphones give are enormous and that is what makes people to be impacted. In fact, smartphones are considered as devices that have special features to perform tremendous operations.
 Shannaq, B. , Rafael, Y. and Alexandro, V. (2010) Student Relationship in 24 Student Performance Analysis using Apriori Algorithm Higher Education Using Data Mining Techniques, Global Journal of Computer Science and Technology,  Shyamala K. and Rajagopalan S. P., Data Mining Model for a better Higher Educational System", Information Technology Journal, Vol. 5, No. 3, 2006.  Ranjan J. and Malik K., "Eective Educational Process: A Data Mining Ap- proach", Vol. 37, Issue 4, pp 502-515, 2007.
If we need something or have a question that can’t be answered we can simply go on Google and it will answer it right away. If we didn’t have that type of access it would be a bit harder for us to find information quicker. In the article “List Of Pros And Cons Of Technology” states that technology has made a big impact on education. The author in the article claims now that we have smartphones it is easier for students to look up a question just by using online sources. In short this is another reason why cell phones are important in our