Cellulographics© and Augmented Reality1 Cellulographics© and Augmented Reality Prateek Kalia Cellulographics© and Augmented Reality2 Remarks This concept is based on Copyright No. L-68022/2017 (Copyright Division, Department of Industrial Policy & Promotion, Ministry of Commerce and Industry, India). Kalia, P., Dwivedi, Y. K., & Acevedo-Duque, Á. (2022). Cellulographics©: A novel smartphone user classification metrics. Journal of Innovation & Knowledge, 7(2), 100179. https://doi.org/https://doi.org/10.1016/j.jik.2022.100179 Cellulographics© and Augmented Reality3 Agenda ̶Introduction to Cellulographics© ̶ Major seminal works on segmentation/classification ̶ Cellulographics: The new metrics ̶ Future/Possible projects ̶Cellulographics© and augmented reality ̶ Augmented reality ̶ Smartphone apps and augmented reality Cellulographics© and Augmented Reality4 1662 Demographics John Graunt 1855 Demographics Achille Guillard 1956 Segmentation Wendell R. Smith 1971 Psychographics Emanuel H. Demby 1985 Technographics Edward Forrest 2001 Webographics Joshua Grossnickle Oliver Raskin 2022 Cellulographics Author Behavioural Brand loyalty: Ross M. Cunningham (1956) Benefit segmentation: Russell I. Haley (1961) Usage segmentation: Dik Warren Twedt (1964) 1964 Major seminal works on segmentation/classification. Buyer persona development / Department of Corporate Economy5 Geographic ̶Region Pacific, Mountain, West North Central… ̶City or metro size Under 4,999; 5,000–19,999; 20,000–49,999.. ̶Density Urban, suburban, rural ̶Climate Northern, southern Buyer persona development / Department of Corporate Economy6 Demographic ̶Age Under 6, 6–11, 12–19, 20–34, 35–49, 50–64, 65 ̶Family Size 1–2, 3–4, 5 ̶Family life cycle Young, single, married, no children.. ̶Gender Male, female ̶Income Under $9,999; $10,000–$14,999; $15,000–$19,999.. ̶Occupation farmers; retired; students; homemakers; unemployed ̶Education high school graduate; some college; college graduate ̶Religion Catholic, Protestant, Jewish, Muslim, Hindu, other ̶Race White, Black,Asian, Hispanic Buyer persona development / Department of Corporate Economy7 Demographic (Contd..) ̶Generation Baby boomers, Generation Xers ̶Nationality British, French, German, Italian, Japanese ̶Social class Lower, working, middle, upper Buyer persona development / Department of Corporate Economy8 Behavioral ̶Occasions Regular occasion, special occasion ̶Benefits Quality, service, economy, speed ̶User status Nonuser, ex-user, potential user, first-time user, regular user ̶Usage rate Light user, medium user, heavy user ̶Loyalty status None, medium, strong, absolute ̶Readiness stage Unaware, aware, informed, interested, desirous, intending to buy ̶Attitude toward product Enthusiastic, positive, indifferent, negative, hostile Buyer persona development / Department of Corporate Economy9 Psychographic ̶Lifestyle Straights, swingers, longhairs ̶Personality Compulsive, gregarious, authoritarian, ambitious ̶Values (codified principles based on morals) and attitude (standpoints, predispositions) Cellulographics© and Augmented Reality10 Cellulographics: The new metrics ̶The traditional segmentations are getting dated because consumers are migrating to smartphones for their daily online activities. Smartphones are versatile, portable, and 24/7 accessible. Worldwide, smartphone subscription is expected to grow to 7216 million users by 2026 (Statista, 2021), but there is no classification metrics based on smartphone use to date. To fill this gap ‘Cellulographics’ has been proposed and defined as below. Cellulographics© and Augmented Reality11 Definition ̶Cellulographics is a term developed for behavioral classification of smartphone users based on smartphone experience (SE), smartphone use skill (SUS), smartphone internet experience (SIE), smartphone use periods (SUP), smartphone screen time (SST), smartphone use frequency (SUF), smartphone use activities (SUA), and smartphone use location (SUL). These terms are explained below. Cellulographics© and Augmented Reality12 Cellulographics© conceptual model Cellulographics© and Augmented Reality13 Smartphone experience (SE) ̶It is the number of years an individual is using a smartphone. This criterion is important because the length of usage, familiarity, compatibility of the innovation with past experiences, existing values, needs, expertise, background, and prior knowledge can inhibit or motivate technology use. Cellulographics© and Augmented Reality14 Smartphone use skill (SUS) ̶It is an individual’s self-assessment of the ability and proficiency to use the smartphone. Due to differences in culture, social environment, personal characteristics, technological context, etc., information communication and technology (ICT) skills may vary in individuals. Cellulographics© and Augmented Reality15 Smartphone internet experience (SIE) ̶It is an individual’s internet experience through a smartphone. Marketers are trying to provide a seamless mobile internet experience to the users (Asunmaa et al., 2002). Advantages like, mobility, lightweight, long battery life, instant-on capability, high-definition touch screen, and interactivity are leading to higher smartphone dependency and gratifications. Cellulographics© and Augmented Reality16 Smartphone use periods (SUP) ̶It is the time when the user indulges in smartphone use in a day, like morning (6:01 to 12:00), afternoon (12:01 to 18:00), evening (18:01 to 0:00), and night (01:00 to 6:00) (MAEN). Researchers believe that differences may exist in total daily duration, number of uses, and use length at different times of the day. Cellulographics© and Augmented Reality17 Smartphone screen time (SST) ̶It is the time measured in the number of hours or minutes per day, spent by an individual on smartphone use. Researchers believe that screen time is one of the effective methods for determining technology usage. Cellulographics© and Augmented Reality18 Smartphone use frequency (SUF) ̶It is the number of use sessions in a specific time period or the number of times an individual checks his or her smartphone. SUF is also one of the important criteria to access technology usage. Cellulographics© and Augmented Reality19 Smartphone use location (SUL) ̶It is the location from where an individual uses the smartphone or access the internet through it, such as home, office, leisure place, etc. Locational categories (shopping, movie and shows, work and education, recreation and amusement, food and drink, and sports and exercise) proposed by Exler et al. (2016) are quite balanced. Cellulographics© and Augmented Reality20 Smartphone use activities (SUA) ̶A smartphone is a versatile device, it can be used for a variety of work or leisure activities. Elhai et al. (2016) proposed an extensive list that includes 11 activities which are, voice/video calls, email, texting/instant messaging, internet/websites, social networking sites, games, music/podcasts/radio, watching video/tv/movies, taking pictures or videos, maps/navigation and reading books/magazines. Cellulographics© and Augmented Reality21 Future ̶This concept can be applied to any field of study without limitations, where smartphone use is involved. For example, medicine (sleep and health issues due to smartphone use), psychology (smartphone addiction), business management (mobile commerce), computers (human-computer interactions), etc. Cellulographics© and Augmented Reality22 Possible Project Cellulographics Smartphone Experience (SE) Smartphone Use Location (SUL) Smartphone Use Activities (SUA) Smartphone Use Frequency (SUF) Smartphone Screen Time (SST) Smartphone Use Skill (SUS) Smartphone Internet Experience (SIE) Smartphone Use Periods (SUP) Device Operating System (DOS) Device Hardware Specifications (DHS) Internet Connection Speed (ICS) Data plan (DP) User Related Characteristics Device Related Characteristics Service Provider Related Characteristics Age, Sex, Gender, Occupation, Marital Status, etc. Demographic Characteristics Website Experience Online Banking Online Shopping, etc. Social Media Experience Facebook, Twitter, Linkedin, etc. FOMO Fear of Missing Out Cellulographics© and Augmented Reality23 Augmented reality (AR) ̶Augmented reality (AR) is an interactive experience that combines the real world and computer-generated content. Cellulographics© and Augmented Reality24 Cellulographics© and Augmented Reality25 Augmented reality and smartphones: A thematic analysis ̶Searched Scopus database for: ̶ Article titles, abstract, keywords: Augmented reality AND (smartphone OR “mobile phone”) ̶ Articles only ̶ English language only ̶ 947 articles Cellulographics© and Augmented Reality26 Important and well developed themes with strong centrality and high densityThemes with superior internal linkages but insignificant exterior linkages, having just minor relevance to the domain Important but underdeveloped research areas Marginal and poorly developed themes Medicin e Computers Gaming& cloud computing Cellulographics© and Augmented Reality27 Some AR mobile apps ̶Snapchat ̶Google Lens ̶Augment: For retailers https://www.augment.com ̶Amikasa (iOS): Home décor https://www.amikasa.com/ ̶Wanna Kicks (iOS): https://wanna.fashion/web-demo ̶GIPHY world: https://giphy.com/apps/giphyworld Cellulographics© and Augmented Reality28 Influence of augmented reality on shopping behavior https://doi.org/10.1108/MD-02-2022-0136 Cellulographics© and Augmented Reality29 Effects of augmented reality technology characteristics on customer citizenship behavior https://doi.org/10.1016/j.jretconser.2023.103443 Cellulographics© and Augmented Reality30 Questions? Cellulographics© and Augmented Reality31 How to find me: SCOPUS: https://www.scopus.com/authid/detail.uri?authorId=57008894500 ORCID: http://orcid.org/0000-0003-2209-1778 Publons: https://publons.com/researcher/1749817/prateek-kalia/ Google Scholar: https://scholar.google.co.in/citations?user=Aqtyf1MAAAAJ&hl=en ResearchGate: https://www.researchgate.net/profile/Prateek_Kalia SSRN: https://papers.ssrn.com/sol3/cf_dev/AbsByAuth.cfm?per_id=1876118 Academia: https://ptu.academia.edu/PrateekKalia 31 …simply google “Cellulographics”