This paper proposes the use of laddering technique to determine the decision making process to adoption. Means end theory reveals the human values that are fulfilled for the individual by using various mtechnology and services. Preliminary findings of a bigger study are presented. IT shows that mobile technology and services often fulfil such basic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions.