This study proposes a post-adoption model of advanced mobile services (AMS) emphasizing relationships between actual use and its antecedents: service ubiquity and experiential value. The study examines intrinsic and extrinsic motivational beliefs as mediators between service ubiquity and experiential value. The authors test the model on the basis of self-reported data from 603 AMS users in Australia. The results demonstrate that ease of use, enjoyment, and time convenience are full mediators between service ubiquity and experiential value. Further, experiential value drives the actual AMS use. However, customer satisfaction mediates this relationship. Business and leisure customers are found to be significantly different in their AMS use. More specifically, service ubiquity s influence on experiential value is significantly higher for leisure than business AMS users. Furthermore, experiential value s effect on customer satisfaction is significantly higher for business than for leisure customers.