Using fuzzy AHP to evaluate the content of 3G mobile communication value-added service

Abstract

Despite the continuing growth in the number of mobile phone service subscribers, the problem of dropping average revenue per voice communication user urges mobile telecommunication services providers (MTSPs) to include 3G mobile telecommunications services(3G Services) and applications as a major source of revenue. To understand subscribers’ preferred and valued 3G services and designs, this study applied Fuzzy Analytic Hierarchy Process, in addition to content analysis, interview, and questionnaire survey, to evaluate 3G mobile commerce design criteria. The most important criteria taken into account by the consumers while they were selecting their mobile service firms were determined by a designed AHP questionnaire. The fuzzy AHP was used to compare these mobile value-added service firms. The results of the study suggest that increased mobile telecommunication bandwidth allows the offering of more value added services. However, MTSPs need to take into consideration of their subscribers’ individual needs of information services. Timely and pragmatic services with humanized designs help to increase subscribers’ usage of mobile telecommunication services, leading to a higher profit margin for MTSPs.