Despite the 83% mobile phone penetration rate, the Danish mobile telecommunications market has witnessed slow uptake of advanced mobile services available over GPRS and 3G. In this paper we report results from a survey of 1,103 respondents. We delineate four categories of mobile users in the Danish market based on the technology in use and explore their differences or similarities in terms of technology experience, service use, innovativeness, and technology-service requirements. We argue that when congruencies across the categories are present, these can be areas of exceptional importance for catalyzing the behavioral changes necessary to make the more advanced service use reach the masses of users. In particular, to limit current Dane-geld problems, mobile e-mail and compatibility between mobile communications, computers and the Internet appear as important factors to direct development efforts for users.