Career

· Jae-Boong Choi is a chair professor of department of service design and also a professor of school of mechanical engineering, Sungkyunkwan university. Jae-Boong is spending most of time in designing future service or product by combining various technologies. In particular, he is focusing on human behavior 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 behavior after using smartphones. According to him, the new human race who is so called ‘Phono sapiens’ is creating new culture and ruling the new business as well. He wrote a book, ‘Phono Sapiens’ which predicts the future business trend and culture change in 2019 and will be published in Japan, Taiwan and Thailand in 2020 as well. Currently, he is delivering lecture to companies, government and NGOs regarding new culture created by phono sapiens. He is also a member of future education steering committee of Ministry of Education of Korea.