Given the absence of universal measurements of user experience, motivations, and values that can be applied to different countries, a cross-cultural framework is useful to understand why certain smartphone services are popular in some countries and not in others. Shin (2009) and Kim et al. (2004) have
urged researchers to conduct cross-country studies on mobile services in order to
determine how cross-country factors influence the diffusion of mobile communications.
The innovative and global nature of smartphones has fostered many visions of
comparative understanding among countries, although research in this area is still in
its infancy (Walsh et al., 2010). As smartphone services become increasingly global,
a cross-national comparison of their perceived value would aid the industry in developing
global markets.