Estimation of consumer preferences on new telecommunications services: IMT-2000 service in Korea

In this paper, I estimate consumer preferences for IMT (International Mobile Telecommunications)-2000 service in Korea using the conjoint analysis technique. For statistical models, I estimate the random coefficient discrete choice model using the Bayesian approach with Gibbs sampling. The results show that there are large variations in consumer valuation of IMT-2000 service upgrades, and consumers generally value video telephony over multimedia mobile Internet and global roaming services.