When looking at a Certificate Authority (CA) provider, the first thing to consider is the platform the CA will run on. Depending on the combination of the CA and the application, this can significantly reduce the number of options. For example, I helped a company get their application Web servers SSL capable and, at the time, the applications they were using were only supported by one CA. While they could have gone the self signed certificate route, that presents its own set of challenges because they would then have to deal with the workstations that would be accessing the server and enabling them to trust the self signed cert. Something else you will need to think about is the level of certificate you'll use.
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