According to Cheema and Kaikait (2010), the best mobile/web design practice is shown with differentiating the font size/style between the headings and body. As a result, it can be said that finding the happy medium addressing both age groups is important as it reflects upon the ease and usefulness (utilitarian perceptions) of the provided service. Fifthly, many improvements can be made in our research. Although this study has successfully detected the factors influencing consumers' perceived value of smartphone services, there is still some room for seeking better. (1) Brand segmentation: In our study, the questionnaire only inquired customers' basic personal information. However, the different brands, personal habits and additional functions may influence consumers' perceived acceptance and purchase intention (Miremadi et al., 2011).