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This book presents a research that was used to analyze cost-benefit problems concerning technology usage. It proposes solutions based on users preferences, product technology, and consumers needs. Its first section includes business studies and solutions, presenting systems integration with the case of the University of Bergamo and its communication services. It also introduces the "Self- Realization Marketing", which has been misused and misunderstood in the market due to the necessity of excessive technology usage. Its second section discusses individual usage, presenting a qualitative study using netnography for iPhone´s introduction in the American market and a quantitative study in social presence and consumer´s behavior based on a survey developed at the University of Rhode Island and at Amazon Studies Institute, located in the United States and Brazil respectively. Its final section describes problems and solutions on regulations in the telecommunications sector and the extrinsic factors that have been affecting it. Results of the problems caused in social usage for this type of technology for individual and entrepreneurial users are also provided.

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Emilio Arruda Filho was awarded his Ph.D. in marketing and e- commerce from the University of Bergamo, Italy (March 2009). He is an Associate Professor in the Graduate Courses of Business at the University of Amazon (UNAMA), Brazil. He has been publishing in the areas of hedonic versus utilitarian consumer values in mobile telecommunications.

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