DOI: 10.4018/IJCBPL.2016010104 Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. International Journal of Cyber Behavior, Psychology and Learning Volume 6 • Issue 1 • January-March 2016 A Survey Study of Smartphones Behavior in Brunei: A Proposal of Modelling Big Data Strategies Muhammad Anshari, Universiti Brunei Darussalam, Gadong, Brunei Darusslam Yabit Alas, Universiti Brunei Darussalam, Gadong, Brunei Darusslam Norakmarul Ihsan Sabtu, Universiti Brunei Darussalam, Gadong, Brunei Darusslam Norazmah Yunus, Universiti Brunei Darussalam, Gadong, Brunei Darusslam ABSTRACT The use of smartphones is generating large amounts of data. The term “big data” has become popular in describing a massive data, both structured and unstructured. Big data refers to high volume, high velocity, and high variety. This study used an inductive approach involving the distribution of a questionnaire to gain an understanding of smartphone users’ habits in Brunei. Then, the authors identified several concerns that became the focal point of further analysis in the use of smartphones in daily activities. The findings is correlated to the growing of trends of big data application for users’ benefit. The finding suggests that there is growing demand from smartphone users could create better services and value through big data application. The authors propose a big data approach that will enable service providers to enhance smartphone users’ experiences. Big data application will enable smartphones to become smarter in terms of service and value. KeywoRDS Big Data, Brunei, Instant Messenger, Smartphone, Social Networks, Value 1. INTRoDUCTIoN The advancing of technology like smartphones has made life so much easier. It has been created for a good faith thus increasing the productivity by associating work into life. People have become highly dependent on smartphones. The mounting obsession for Smartphones among the users has brought concerns for psychologists and others. Obsession that has consequences that ranges from minor where teenagers no longer use proper English grammar in messages to major con like car accidents due to texting while driving. When people get too dependent to their smartphones to do most of their jobs, addiction will eventually develop. Along with addiction, there will also be negative outcomes such as the negative emotions that emerge when one cannot use smartphone, the inability to reduce the usage of smartphones by free will and extensive usage for enjoyment (Chen, Zhang & Zhao, 2015). Over the years, smartphones have been advancing rapidly. Smartphone was first known in the 1992 (Tweedie, 2015). In the past, Smartphones were only affordable by corporate and businessmen. As of today, people at all ages can afford to purchase at least one smart phone. The myriad capabilities of Smartphones like the competency to assess the internet using Wi-Fi. The myriad capabilities of smartphones like the competency to assess the internet using Wi-Fi. Thus, these capabilities have caused the society to be independent of cameras, maps, address books and more. Each smart phone is 60