Wireless mobile multimedia communications are being greatly increased in the number of users, diversity of applications and interface technologies. Future mobile based Internet will accommodate various wireless technologies and also will need to provide sufficient end-to-end QoS (Quality of Service) mechanism to provide enhanced user's satisfaction. In this paper, we propose a new adaptive end-to-end QoS mechanism based on utility function borrowed from the field of micro-economics. Through the simulation, we show that the proposed mechanism can be realized in the wireless and wired networks with some considerations.