Planning the development strategy for the mobile communication package based on consumers' choice preferences

This study aims to determine the services provided by TSPs for motivating the consumers to purchase new e-era mobile phones and find their corresponding functions of products, and to plan new e-era mobile phones based on customers’ attributes for satisfying the customer needs. This study uses four aspects (image of product, price of product, function of product and derived function of product) and 14 criteria to determine customer’s motivations of purchase and needs on new e-era mobile phones. We also combined AHP (Analytic hierarchy process) and FIM (Fuzzy integral method) with MCDM techniques to construct the value-created evaluation model for planning the new e-era mobile phones. This study selects 27 styles of 3G mobile phones already sold on the market, and uses the different customer’s attributes data to evaluate price’s satisfaction (product’s price) and value’s satisfaction (product’s image, product’s function and product’s derived function) for performance of these 3G mobile phones in a 2-axle evaluation map based on mass customization. This study shows three different customer’s attributes (male, female, both) to measure the satisfaction performance of 3G mobile phones in a 2-axle development strategy map using data from people that are surveyed randomly by 21–30 years old. The development strategy map will provide some new strategy view for developing new e-era mobile phone market based on value and price-satisfied portfolios. 2009 Elsevier Ltd. All rights reserved.