As the wireless communication and mobile phone market develop rapidly, telecommunication dealers provide diverse mobile value-added services for consumers to choose from. However, which mobile value-added services are those consumers need have become a worthy issue for discussion. In this empirical study, cluster analyses and analytic hierarchy processes are used to investigate and understand the need for cognition in the young users (20-29 years old). The selected subjects’ preferences for services, like mobile communication service, mobile entertainment service, mobile information service and mobile transaction service are evaluated. By surveying the subjects’ need for recognition, cluster analysis can further be used to cluster diverse mobile value-added services. Furthermore, by means of the Analytic Hierarchy Process (AHP), services that subjects pay more attention to can be sifted out for the further development of service functions. The results of analysis indicate that the mobile value-added services young users pay most attention to are: wireless emergency services in the communications category, mobile mapping in the information category, mobile taxi services in the communication category, contact list in the communication category and short messaging service in the communications category.
Wang, Shu-Ling and Wang, His-Shiang, "An Evaluation and Selection of 3G Mobile Value-Added Service" (2007). ICEB 2007 Proceedings. 32.