This article considers the role of the consumer in the diffusion of mobile telecommunications technologies. There is presently little research on the consumption and use of mobile technologies, and the aim of the present paper is to facilitate discussion about the way consumer behaviour is currently understood in industry and academia. The paper considers key themes in social science research on mobile ICTs, and understandings of the consumer held by those in the mobile industry. Bringing these understandings together, we reiterate the now well attested view that the diffusion and consumption of mobile telephony and computing cannot be understood without investigating the contexts and processes of their use in everyday life. © Springer-Verlag London Ltd.