Purpose In the present scenario, a smartphone is a necessity in our daily lives. Over the last few years, smartphone usage has shown extraordinary progress. The Indian telecom market is one of the major revenue contributors to the Indian gross domestic product. Due to the increased use of smartphones, concerns are rising about the impact of electromagnetic radiation from towers and mobile phones. The purpose of the study is to understand the risk perception and attitudes towards the Electro-Magnetic Fields (EMF) associated with the smartphone. Design/methodology/approach The variables for the study were taken from the present literature assessment and finalised with the support of professionals from industry and academia. Around these variables, a semi-structured interview was conducted, and responses were collected from a different segment of telecom experts and consumers. The study provides essential implications for practitioners and academicians. Findings The research used a case study method to understand the scientific evidence and ground reality of the smartphone and tower radiations. In this study, the Situation Actor Process-Learning Action Performance (SAP-LAP) Hills framework has been used to describe learning from the relationships between the variables. Research limitations/implications The case study has also revealed some relevant facts for policymakers. Supportive government policy, entrepreneurial growth, and global competitiveness have been the strategic variables for the telecom industry, and low R&D investment has been the most significant barrier to the growth of the telecom ecosystem. This study provides the foundation for one of the least studied areas in smartphones. Originality/value The case study technique has been used to study the impact of telecom tower radiation on consumer perception. Regulatory authorities are primarily concerned with tower regulations and the effect of EMF on the impact on human life. Government policy provides precautionary guidelines for the service provider and smartphone manufacturers. The trust towards the regulatory authority plays an essential part in producing public confidence. The regulatory authority guidelines have a significant impact on the performance of telecommunications companies. Therefore, the government needs to make strict regulations for smartphone manufacturers and telecom companies to protect their users.
Monika Sharma (Fri,) studied this question.