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Jae Boong Choi

Executive Vice President, Sungkyunkwan University

Jae-Boong Choi is a professor of mechanical engineering at Sungkyunkwan University. He wrote a book, Phono Sapiens which predicts future business trends and culture changes since the birth of the smartphone.

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Jae-Boong Choi is a professor of mechanical engineering and chair of the service design department at Sungkyunkwan University. Choi's research focuses on how human behaviour has been affected by the birth of smartphone.

He defines the digital transformation (or the 4th industrial revolution) as the total change of social system due to the sudden change of human behaviour after using smartphones.

In 2019, his book, Phono Sapiens, was published. The book discusses the new human race, which Choi calls ‘Phono sapiens’, and how they create a new culture and change business. The book was published in Japan, Taiwan and Thailand in 2020.

Choi lectures companies, government and NGOs regarding new culture created by these phono sapiens. He is a member of future education steering committee of Minsitry of Education of Korea.

Previously, Choi was a head of wearable device business planning for the Korean government. He has consulted on product design for Samsung Electronics in the area of future product design.

Choi holds an Ph.D/M.A.Sc in Mechanical Engineering from the University of Waterloo (Canada) and a BA from Sungkyunkwan University (Korea).