In these modern times, smartphones becoming a new technology that facilitates people to do their activities. This makes smartphone as part of people's lives. The different variety of smartphones are available to be used by people in their daily activities [1]. Smartphones have many uses and different features that can be used to facilitate human life such as increasing productivity and notify other people's information [2]. Based on a survey from Statista (2018), smartphone users from the world is increased from 1.57 Billion in 2014, to 2,53 Billion in 2018. This survey also estimates that in 2020, the smartphone users will continue increasing up to 2.87 Billion. More than 36 percent of the world's population is projected to use a smartphone in 2018. China, which is the most populous country in the world, is a country that also leads the smartphone industry. The number of smartphone users in China is expected to grow from around 563 million in 2016 to nearly 675 million in 2019 [3]. In Indonesia, the number of smartphone users is bigger than the total population. A survey from We Are Social in January 2019 revealed, the total population in Indonesia is 268.2 Million with mobile subscriptions around 355.5 Million. That means the circulation of smartphones and tablets is more than the total population in Indonesia. This incident can happen if one person has two or more devices (gadgets) [4]. According to the survey from D.I Marketing Co, Ltd, about 59 percent of Indonesian people use a smartphone to surf the social network and the internet. On the other hand, about 52 percent of people use their smartphones to take a picture [5]. The mobile phone industry is an interesting segment in the ICT sector. Smartphone itself become the standard configuration around all types of mobile devices [6]. As the users of smartphone increase, all of the smartphone companies around the world try to make their smartphone more interesting and modern to use compared to their competitors. Most mobile phone manufacturers use continuous cycles to drive innovation which will improve their market share, profitability, maintain their competitive advantage from their competitors, and strengthen their brand identity [7]. This makes the competition between those companies become more tightly. Over the years, some mobile phone companies dominated the world with their products.

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