The evaporation of dramatic growth forecasts for mobile data services highlights the need for greater understanding of user’s behavior, needs and attitudes to technology, as well as their environment and other contextual factors. By examining sectors where a value proposition for mobile data services has been identified and yet adoption rates have varied, we discuss requirements for uptake to occur in specific sectors. Adoption of mobile data services refers to organizational-related solutions as well as service innovations related to the product or service delivered to end-users who in these cases include customers, patients, and students. Using frameworks for innovation diffusion, we examine promising mobile services in the areas of health, construction, and education. The underlying behavioral, cultural, and economic factors affecting demand for mobile technology in these markets is investigated. This exploratory research contributes to theory-building for understanding technology adoption from the user’s context.