Abstract
There are a wide variety of theories that are being used to research mobile services adoption. As a result, various models and a large number of factors affecting adoption have been used to conceptualize the adoption of mobile services as technology advances and accelerates. The consequence has been that the mobile services adoption concept is at present chaotic and complex at best. The industry is going through a stagnating customer base and revenue and all the hopes of a bounce back are focused on 5G. The Indian market, which is currently one of the largest and fastest-growing, is also witnessing several challenges due to these dynamics. There are issues of stagnating customer base and revenue, tough competition, customer retention as well as urban and rural disparity. A concept that can clearly define mobile services adoption for all kinds of services and be universally applicable will be useful for the entire concerned stakeholders, especially in the Indian context.Classification-JEL: O31, O33
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