Comparing AHP and ANP results to estimate market share in mobile communication sector

In recent years, mobile phones have managed to get into the habits of the daily life. Therefore, there has been a rapid change and improvements in communication industry for achieving the increasing level of user needs. Mobile phone operators are trying to increase their share from this market that grows from day to day. In this study, the market shares of GSM operators in Turkey were estimated by using two different multi criteria decision-making methods: analytic hierarchy process (AHP) and analytic network process (ANP). Then these two methods are compared. ANP is found to be reflecting the real market shares confidently. For this aim firstly, the criteria that influence the users for preferring the GSM operators were determined. Then, according to these determined criteria, hierarchical model for AHP and network model for ANP were constructed. The methods are compared by calculating the Hadamard multiplications and ANP, which has a closer Hadamard value to 1, is found to be the better model.