For a long time Finland was seen as the most successful country in Europe in terms of the adoption and use of advanced mobile services. This paper discusses trends in service adoption. We discuss the development in the Finnish telecommunication market and trends in actual and future user behaviour with regard to three groups of mobile services. Based on survey’s from 2004, 2005 and 2006, in which the same concepts were measured, we test models in which concepts as innovativeness, flexibility, status and entertainment benefits are related to mobile travel service, traditional entertainment and mobile Internet services. Our analysis based on the data we collected over three years show that we cannot understand the actual and future use unless we take the subtleties and usability of specific services, i. e. the characteristics and user values of the services involved, into account.