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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 to include 3G mobile telecommunications services and applications as a major source of revenue. To understand subscribers' preferred and valued 3G mobile telecommunication 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 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.
Date of Conference: 2-4 Dec. 2007