SMART analysis: choice of mobile network to purchase iPhone 5 - Essay Example

When comparing alternative options, SMART method adopts the use of a “direct numerical assessment of weights and ratings” (Kasie, 2013; Starr and Rao, 2001, p. 186). Using spreadsheets, the SMART technique is useful in determining the tradeoffs between the costs and service features such as the speed of broadband, downloading, streaming videos, and the quality of mobile coverage (Egan, 2013). To address the problem stated above, the criteria for selecting a mobile network before purchasing iPhone 5 includes the following, which ranges from the most important to the least important: (1) speed of broadband; (2) speed of downloading; (3) speed in streaming videos; (4) quality of mobile coverage; and (5) monthly costs.

After identifying the criteria of choice, it is necessary to assign a criterion weight for each criterion. According to Phillips-Wren (2010, p. 355), “there are many weighting methods that can be used to weight the attribute, depending on the decision-maker’s preferences”. Based on my personal preference, I have assigned ‘5’ as the most important criteria to the speed of broadband followed by the speed of downloading with ‘4’, speed in streaming videos with ‘3’, the quality of mobile coverage with ‘2’, and the monthly cost with ‘1’.

After assigning the criterion weight to each set of criterion, it is necessary to make an actual research study on the costs of iPhone 5 that are being currently sold by EE, O2, Three, T-Mobile, and Vodafone on a monthly plan[1]. To ensure that the basis of cost of iPhone 5 is equal among each of the mobile network provider, I have considered recording the monthly plan for 16 GB iPhone 5 including its free services such as unlimited minutes, texts, and access to the Internet (EE, 2013; O2, 2013; T-Mobile, 2013; Three, 2013; Vodafone, 2013).

Based on the gathered research information with regards to the actual monthly costs of each iPhone 5 including the quality of service each of these mobile networks can deliver to its customers, the next step of the SMART method is to allocate a product rating for each criterion. In this decision-making process, I managed to allocate number ‘10’ as the highest ranking and ‘1’ as the lowest ranking (Phillips-Wren, 2010, p. 355). For instance, with regards to the speed of downloading, Powell (2013) reported that the average download speed of EE is the highest with more than 3.

2 Mb followed by Three (1.8 Mb), T-Mobile (1.31 Mb), O2 (1.2 Mb), and Vodafone (0.19 Mb). For this reason, I ranked EE’s speed of downloading with ‘10’, Three with ‘7’, T-Mobile with ‘3’, O2 with ‘2’, and Vodafone with ‘1’. After completing the product rating, the next step is to multiply the product rating with the criterion weight for each set of criteria. Eventually, it is necessary to add up all computed figure to get the total score.

(See Appendix I – Average Download Speed of Each Mobile Network Provider on page.