3G opens up doors for high-speed transfer of both voice and data. However, the actual adoption rate of 3G has remained below expectations. Thus, it is important to understand the interplay of actors involved in the adoption process of this technology. Prior research suggests that external variables like convenience, self efficacy, service quality and variety of service, perceived value and price are significant factors in the adoption of a technology. In this study, we examine the impact of these factors on user adoption of 3G. The study found that 1) price, convenience and service quality are all significant predictors of perceived value 2) the relationship between variety of service and perceived value is mediated by convenience and 3) perceived value has a strong relationship with purchase intention. The study adds to the adoption literature and lends support to Zeithaml (1988)’s value dimensions. Consideration of the factors identified should lead to more successful adoption of 3G.