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In spite of the growing importance of the development of new service concept, especially new mobile application service concept, most of the previous studies have been customer-centered and focused on the traditional services. In response, this study suggests a new database-centered approach to the development of new mobile application service concept. First, database regarding mobile application services are implemented with information stored in application store web site. Second, data are preprocessed by applying text mining to them. Third, morphological analysis is applied to identify the structure of mobile application service concept. Specifically, the dimension parameters are defined by decomposing the mobile application services into basic components and the shape parameters are defined by mapping keywords extracted from mobile application service documents through text mining. Finally, by applying conjoint analysis, the promising configurations of mobile application service concept are derived. The detailed procedure of the approach is illustrated based on the case of the development of mobile game application service concept. The proposed approach is expected to help mobile application service designers in real mobile application service development processes.