The purpose of this study is to appraise the critical factors in near field communication (NFC) adoption process and to utilize findings in order to support launching NFC implementations in Italy, by means of applying a combination of SWOT and AHP approaches. Hence, a set of twenty SWOT factors is identified qualitatively through extended interviews with telecommunication experts as well as exploratory studies on case which are supported by quantitative investigation through pair-wise

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... s matrices as an application of AHP approach. However, this combined methodology enables us to describe NFC adoption process, providing guidance to clarify the critical factors during adoption process. As the first application of joint SWOT and AHP approaches in telecommunication networks, managerial perceptions are promising either for policy makers concerning NFC or further academic researches on NFC application and full scale deployment in market.