This paper presents a mobile-carrier choice modeling framework to analyze customer preference and understand customer choice behavior in the mobile phone market. Due to severe competitive conditions, there are few differences between the mobile phone services provided by mobile-carriers. We propose a new mobile-carrier choice modeling that takes into account incentive factors and restrictive factors as decision-making factors. A Web survey was carried out to obtain the sample data for this model. We show the model estimated from the survey data to analyze mobile-carrier choice behavior.