Ever since the privatization of all companies of the Telebras system, the phone cell market has had as main characteristics the price wars and the lack of differences among the four companies working in Rio de Janeiro (Vivo, TIM, Oi e Claro). As the market gets more mature, segmentation seems to be the key to increase sales, since prices are almost all the same. On this report, the conjoint analysis theory is used with the objective of identifying what characteristics mainly influence women when they are buying their mobile phone. First, four attributes (and for each of them, three levels) to cell phones were chosen based on qualitative researches previously made. These attributes were inserted onto the SPSS 11.0 software for Windows that generated nine products. Questionnaires where women had to rank these nine products were distributed afterwards. Using the same software, it was possible to identify what attribute is considered to be the most important for female costumers, as well as the combination of attributes that represents the ideal product.