Mobile phone is being everybody’s need today. People not only use mobile phone for communicate with others but also to get entertained and informed. Mobile value-added services are additional services from mobile network operators excluding voice communication services that allow customers to get entertained, informed and more using their mobile phones. Saturation of voice communication service forces mobile network operators to deliver new services (VAS) to reach more market share and profit. Mobile network operators should satisfy their customers’ need of mobile value-added services by offering best services. The aim of this study is to identify, evaluate and analyze customers’ preferences of mobile value-added services in Indonesia that can be used for mobile network operators to segment their market based on customers’ demographic information. Analytical Hierarchy Process (Pairwise Comparison) is used for the questionnaire. The questionnaire results most important mobile VAS categories are in the following order: communication, information, entertainment and transaction. The most important mobile VAS items are: short message service (SMS), online chatting, receiving & sending email, web information and breaking news.

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