The use of mobile services has increased rapidly in recent. Although research has been conducted on which services people use and the benefits they attach to those services, the values associated with the adoption and use of m-services at the individual level is still unclear. This formation systems field various technology adoption models have been proposed and validated in relation to technology adoption within an organisational setting but personal adoption and use of technology is less researched. To help uncover the values behind adoption of m-services authors use means-end chains and laddering techniques.