Levy et al. Personalized Knowledge Service Based on Smart Cell-Phone Usage Proceedings of the Sixteenth Americas Conference on Information Systems, Lima, Peru, August 12-15, 2010. 1 Personalized Knowledge Service Based on Smart Cell-Phone Usage: A Conceptual Framework Meira Levy Department of Information Systems Engineering and Deutsche Telekom Laboratories at BGU Ben-Gurion University of the Negev, Beer-Sheva 84105, Israel lmeira@bgu.ac.il Peretz Shoval Department of Information Systems Engineering and Deutsche Telekom Laboratories at BGU Ben-Gurion University of the Negev, Beer-Sheva 84105, Israel shoval@bgu.ac.il Bracha Shapira Department of Information Systems Engineering and Deutsche Telekom Laboratories at BGU Ben-Gurion University of the Negev, Beer-Sheva 84105, Israel bshapira@bgu.ac.il ABSTRACT Smart cell-phones include many advanced applications and services, which allow their users to achieve various useful goals. However, many users face difficulties when upgrading their cell-phones devices to more advanced ones, partially because their applications include more complex patterns of use for achieving the users’ goals. We present a conceptual framework that aims to help overcoming usage barrier by providing smart cell-phones’ users a personalized knowledge service. The framework is based on the utilization of task models and on the tracking and analyzing the usage of the applications included in the smart cell-phone that enable to construct users’ stereotypes and suggest personalized help according to their usage patterns. It is assumed that the system monitors the usage patterns of the user, thus enabling dynamic update of his/her belonging to a stereotype. The user can override the suggestions and navigate independently in order to find the required knowledge. Keywords Task Model, Knowledge Service, Personalization, Smart Cell-Phone. INTRODUCTION Smart cell-phones providers are interested to facilitate their customers’ cell-phone usage in order to combat potential resistance for new technology adoption, specifically when the customers upgrade their cell-phones to new advanced ones or when new smart cell-phone applications are introduced in the market. Research (e.g. Chen et al., 2009) showed that users’ perceived ease of use and perceived usefulness have a direct and positive effect on users’ attitude, which leads to positive effect on behavioral intention (BI) to use the cell-phone. In addition, users’ self-efficacy affected BI and is a strong antecedent of perceived ease of use. These finding suggest that smart cell-phone adoption relies heavily on how users perceive the technology and whether they consider themselves capable of using it (self-efficacy). In addition, Chen et al. (2009) posit that it is important to design training programs so that trainees will develop positive attitudes to technological innovations and about their own capabilities to use these technologies. Such training programs, regarding the smart cell- phones, may include successive stages where in each stage people will be trained with only selected and essential features of the smart cell-phone, for improving their self-efficacy beliefs, and only then more advanced features will be introduced. One of the common practices for interacting with customers is websites with personalized services that are mainly focused on marketing (Koufaris, 2002; Jiang, 2009). Several studies in this domain are based on the flow theory (Csikszentmihalyi,