Wireless phone services acceptance may be fundamentally different from traditional systems acceptance or online purchase adoption, partly because it includes acceptance of both technology products and services, and partly because the characteristics of wireless service providers also have roles to play. To understand these differences we study antecedents to Technology Acceptance Model’s (TAM) perceived usefulness and ease of use in wireless phone services context. Two characteristics of wireless service providers are identified: company affect and perceived company helpfulness. We collected data from 1,667 U.S. citizens. Results reveal that both company affect and company helpfulness are significant antecedents to user acceptance of wireless phone services. Moreover, our study of these antecedents has practical applicability as it deepens the understanding of the phenomenon and can provide advices for wireless service providers.