Evaluation of mobile services and substantial adoption factors with Analytic Hierarchy Process (AHP)

Emergence of new technological innovations in networks, platforms, and applications has enabled service providers to gain back their massive investment in their infrastructures. However, due to lagging adoption, many service innovations have failed to generate profit. The adoption of different mobile service categories depends on several factors. The current explorative study aims to use Analytic Hierarchy Process (AHP) to identify the most relevant mobile services for consumers and the factors driving the adoption. The results of the AHP analyses indicate that functionality of services is of utmost important for the majority of respondents. The results reveal that basic mobile communication services are the most preferred ones, although several services within different categories are available. The results have important implications for mobile network operators, service and application providers on how to develop and implement specific mobile services. The current study also offers new insights for researchers by showing that AHP is applicable to analyze consumers' preferences.

► Mobile services and the factors driving the adoption are identified using AHP.
► AHP analyses show that functionality of services is of utmost important for users.
► AHP results show that mobile communication services are the most preferred ones.
► Results provide implications on how to develop and implement mobile services.
► New insights showing that AHP is applicable to analyze consumers' preferences.