## 3 Results and Discussion
### Telecommunication Companies and IT Industry  
Using aroma in the marketing service industry strives to create unique aromas that connect customers directly with their services and brands, with the same main goal as in other segments--to increase turnover and profit. Visiting such spaces is often associated with solving some problems. Therefore, it is necessary to pay attention to the appropriate aroma and its intensity, which can have a significant positive effect on the customer. It can calm them in communication, while it can also have a relaxing effect when waiting in line for a long time; it can increase brand confidence and increase brand awareness, as well as awareness of new products or services, which in turn brings the company's campaigns into a new dimension and makes it easier for customers to remember and identify the brand (see also [85]). For example, the largest telecommunication companies in Slovakia also aromatize their spaces--Telekom and Orange--with the intention of keeping customers in the store for as long as possible, evoking a positive and friendly feeling, making their time in stores more pleasant, encouraging them to buy and spend more, and influencing their emotions and shopping behavior.  
An interesting study was focused on challenging the measurement of the effectiveness of scent marketing when applied to products and services that have low olfactory affinity. Findings from the research stemmed from two studies; the first revealed that 17% (after 6 weeks) and 6% (after 12 weeks) of participants recognized a past administered scent (orange scent). Even more interesting was, however, the second study, where ATMs were scented with a sweet orange scent. This study showed that 15% of the interviewees detected the scent flow around the machine at the time of exposure despite significant environmental disturbances (nearby bakery, wintertime face masks). None of the interviewees felt uncomfortable toward the scent, and nearly half of them supported the \"scented ATM\". The result was that scent can foster customers to create positive attitudes and positively impact purchase intention toward products and services, even in the absence of scent affinity [86].  
A relatively unusual sector where aroma marketing also has importance is the IT segment, as discussed by [PERSON] and [PERSON] [87]. They presented various dimensions of olfaction in the IT industry, focusing on ongoing research. They showed that smell is somehow used in connection with computers. There has also been some work on smell in virtual reality, albeit to a lesser extent. However, this is quite an underestimated area with great potential. The researchers also perceive the usage of aroma in the field of fire fighter training, where smell gives valuable and potentially life-saving information.  
As presented above, telecommunication industries have also found the value of aroma. For this industry, smell has been successfully introduced as a new sensory modality for interactions between human and mobile devices. The first smelling mobile phones were placed on the market in 2008; Sony Ericsson SO701i was scented with an aromatherapy fragrance to support relaxation during phone calls. German inventors later patented a mobile phone with a smell chip, which allows sending and receiving smell messages [87]. Scent has also been integrated into TV screens, which waft smells from a spot on the display when corresponding objects appear. The smell-o-system is used here. However, the authors believe that there is a notable absence of the use of smell in the ambient media literature, which they feel is strange, given that smell is such a perfect ambient medium; it can move easily from our periphery to the center of attention and back out again [87].