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In order to provide a useful and usable mobile service that offers high value to customers to overcome the usability and performance constraints, this study suggests an user-centered design framework for development of new mobile Internet service. The proposed framework covers user characteristics, context of use, and user interface components of device and network. In a case study, integrated conceptual design process from identification of opportunity to concept evaluation incorporating scenario-based ideation, and CPV-based concept evaluation are proposed and validated. It is expected that the proposed framework can be useful in systemizing the service development process by identifying new service opportunities early at the front end of the process.