I The rapid diffusion of smartphone is a market trend in most of the developed countries but not the case in Japan. Its speed in Japan is relatively slow among most of the OECD countries though her high diffusion rate of 3G/4G (LTE). There are some previous studies about this issue. Most of them pointed out the huge switching cost in Japan. So, they say, switching cost for migration for smartphone is relatively high because so-called Galapagos phone provides relatively full-functioned in Japan.   In our survey this is very limited among certain groups like university students. I had a choice-based conjoint analysis upon undergraduate students in Kyoto Sangyo University. According to this survey younger generation, like university students, tend to use new system although they used to use feature phones. For them switching costs from feature phones to smartphone are relatively low and their willingness to pay (WTP) for some types of applications are very high. They use SNS, GPS navigation, phone, e-mail, and/or file sharing applications, etc. This situation diminishes switching cost for migration with its strong network externalities.   In my survey the switching cost is relatively limited under budget limitation for them. Their WTP for function of smartphone (SM functions) is relatively high while WTP for that of feature phone (FF functions) is negative. Especially SNS like LINE is the killer application for smartphone migration.
['Masashi Ueda']
An Analysis on Smartphone Adoption for University Students by using Choice-Based Conjoint Analysis