Analytic Hierarchy Process (AHP) Approach for Selecting Mobile Service Category (Consumers´ Preferences)

There is an essential quest in the literature to open up the "black-box" of characteristics of the new information technology innovation by identifying the users\´ preferences on mobile service and service characteristics. In this paper, we study how Analytic Hierarchy Process (AHP) approach can be used to select the most important mobile service category. The results are based on a survey study in two universities in Turku/Finland. According to the findings, communication and information mobile services are the most important services for the respondents respectively, while entertainment services are the least important ones. The focus of this study is not on users of mobile services, but rather on mobile service characteristics. The results have important implications for mobile service/content providers on how to develop and implement specific mobile services.