This study utilizes fizzy analytic hierarchy process (FAHP) to analyze decision-making patterns with regard to third-generation wireless communications (3GWC) service adoption,and to provide customized strategic recommendations to suppliers of 3GWC services regarding marketing and resource allocation in the context of the Chinese 3GWC market.First of all,a three-layer hierarchy of 3GWC adoption factors is developed by referring to the relevant literature and industry reports.A questionnaire of pairwise comparisons in the fuzzy AHP format is then designed and distributed to experts familiar with the handset market in Shanghai,China.These surveys are then analyzed using fuzzy AHP to establish an understanding of the weights and impacts of the various factors.The results show that the four most important factors for the adoption of 3GWC systems are:(i) handset price and voice and data-transmission fees; (ii) handset aesthetics; (iii) personalization; and (iv) network coverage.These findings suggest that providers of such services should customize and diversify the content/applications they offer and ensure the speed and reliability of network access.In addition,handset designs should be in accordance with consumer demands.If these steps can be achieved,then consumers will adopt 3GWC services more rapidly.