Mobile Phone Cases

Mobile Phone Personalization

Mobile phones have become a staple piece of one's everyday life. Since one carries their phone on them at all times, it is common to customize one's mobile phone to suit one's style. Customizing is also linked with being able to make the phone fit to the needs of the user ^[1]. As seen in today’s modern era, mobile users have mobile phone cases that charge one's phone and other cases, such as the Lumee Case which gives personal lighting to take the perfect selfie. A more usable and functional approach is having one's phone case become their wallet. Mobile phones are seen as a part of who we are ^[2] and represents our identity to the public ^[3]. An owner of a mobile phone might customize their phone for self-expression purposes ^[4]. Mobile phone “cosmetic customization [is] changing the representation of the product without modifying its nature, and listed the activity of changing different surface features on standard products or using accessories or distinctive color cases ^[5]. People’s phone are usually personalized with photos, stickers, charms, and jewelry. Many mobile phone owners put cases on their phones for a variety of reasons, whether it be for protection and security or identity and aesthetics ^[6]. Mobile phones have become a fashion statement of decorative display and has placed a value on aesthetics ^[7]. Since mobile phones are crowding social spaces and their usability has grown, many people place extra care into the aesthetics of their phone because it is a reflection of themselves ^[7].

Customization in Asia

Customization of mobile phones is dependent on a person's nationality and culture ^[4]. Contrary to belief, a person's cultural background and environment play a role in the way in which they personalize their mobile devices due to the differences in values. Asian countries have deep roots in Confucian beliefs, meaning, it does not only reflect on their identity, but also how they choose to express it. Due to the humble and restrictive nature of Asian countries the ways they express themselves is not as direct as Western countries ^[4]. This means that they result in phone customization as an alternate form of expression that is more subtle and indirect ^[4]. It is also important to take into account the collectivist nature of Asian countries, which means they are socially conscious of how their identity is being reflected, leading them to a high tendency to customize their mobile devices. Some examples of common customization trends in Asia are stickers, plush keychains, brand name cases, and on the more extreme form of customization is decorating the device with gems and jewels. In China, "gem-encrusted handsets have become extremely popular" ^[7]. Applying stones to ones phone is valuable in both "cultural and spiritual" ^[8] aspects due to the symbolism they convey in being "lucky charms" ^[8]. In Japan, the mobile phone case trend is called Deco-Den ^[9] which is an extreme form of customization, also known as Keitai Art. This trend is the application of jewels, plastic or squishy foods and figurines, and the look of frosted icing. In Korea, mobile phone cases are not just a trend but a form of protection from bacteria and to keep good hygiene ^[6]. Due to the high demand in phone customization in Asia, street vendors and phone case stores are common ^[7].

References

^ Valenzuela, A., Dhar, R., & Zettelmeyer, F. (2009). Contingent response to self-customization procedures: Implications for decision satisfaction and choice. Journal of Marketing Research, 46(6), 754-763.
^ Hulme, M., & Peters, S. (2001, April). Me, my phone and I: The role of the mobile phone. In CHI 2001 Workshop: Mobile Communications: Understanding Users, Adoption, and Design, Seattle (pp. 1-2).
^ Katz, J. E. (2006). Mobile communication and the transformation of daily life: The next phase of research on mobiles. Knowledge, Technology & Policy, 19(1), 62-71.
^ ^a ^b ^c ^d Lee, S., & Sundar, S. S. (2015). Cosmetic customization of mobile phones: cultural antecedents, psychological correlates. Media Psychology, 18(1), 1-23.
^ Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard business review, 75(1), 91-102.
^ ^a ^b Cui, Y., Chipchase, J., & Ichikawa, F. (2007, July). A cross culture study on phone carrying and physical personalization. In International Conference on Usability and Internationalization (pp. 483-492). Springer, Berlin, Heidelberg.
^ ^a ^b ^c ^d Katz, J. E., & Sugiyama, S. (2006). Mobile phones as fashion statements: evidence from student surveys in the US and Japan. New media & society, 8(2), 321-337.
^ ^a ^b Singapore, R. (2004). Diamante mobile phones anyone. Taipei Times, 20, 16.
^ Chipchase, J., Jung, Y., Heathcote, C., & Shimizu, A. (2006). Super Customisation: Deco Den Mobile Phone Customisation in Japan. Nokia Internal Technical Report.

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[1] Valenzuela, A., Dhar, R., & Zettelmeyer, F. (2009). Contingent response to self-customization procedures: Implications for decision satisfaction and choice. Journal of Marketing Research, 46(6), 754-763.

[2] Hulme, M., & Peters, S. (2001, April). Me, my phone and I: The role of the mobile phone. In CHI 2001 Workshop: Mobile Communications: Understanding Users, Adoption, and Design, Seattle (pp. 1-2).

[3] Katz, J. E. (2006). Mobile communication and the transformation of daily life: The next phase of research on mobiles. Knowledge, Technology & Policy, 19(1), 62-71.

[:0-4] Lee, S., & Sundar, S. S. (2015). Cosmetic customization of mobile phones: cultural antecedents, psychological correlates. Media Psychology, 18(1), 1-23.

[5] Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard business review, 75(1), 91-102.

[:1-6] Cui, Y., Chipchase, J., & Ichikawa, F. (2007, July). A cross culture study on phone carrying and physical personalization. In International Conference on Usability and Internationalization (pp. 483-492). Springer, Berlin, Heidelberg.

[:2-7] Katz, J. E., & Sugiyama, S. (2006). Mobile phones as fashion statements: evidence from student surveys in the US and Japan. New media & society, 8(2), 321-337.

[:3-8] Singapore, R. (2004). Diamante mobile phones anyone. Taipei Times, 20, 16.

[9] Chipchase, J., Jung, Y., Heathcote, C., & Shimizu, A. (2006). Super Customisation: Deco Den Mobile Phone Customisation in Japan. Nokia Internal Technical Report.

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