The developing strategy of ND is also presented to initiate the product roadmap. Criteria for evaluation are constructed via reviewing papers, interviewing experts and brain-storming. The ISM (interpretive structural modeling) method was used to construct the relationship between each criterion. The existing NDs were sampled to benchmark the gap between the consumer's aspired/desired utilities with respect to the utilities of existing/developing NDs. The VIKOR method was applied to rank the sampled NDs. This paper will propose the key driving criteria of purchasing new ND and compare the consumer behavior of various characters. Those conclusions can be served as a reference for ND producers for improving existing functions or planning further utilities in the next e-era ND generation.