The objective of this paper is to evaluate the underlying paradigms of third generation (3G) mobile services. Given the success of second generation (2G) mobile communications systems and services, the third generation mobile networks and applications are faced with a lot of expectations such as providing ubiquitous access to online services via mobile terminals. However, 3G technologies and applications have encountered obstacles that have hindered both the technology development and user acceptance. This paper reviews existing literature related to 3G and develops a framework that presents the factors that contribute to the success of 3G. The findings provide insight into the development and marketing of 3G services.