Technology diffusion is an important area of academic research. Diffusion studies are valuable in shedding light on success factors, and provide learning points for businesses seeking to launch products or services into an uncertain market. This paper reviews the recent diffusion literature and highlights the limitations associated with retrospective population models of diffusion that tend to emphasize success and innovation whilst ignoring diffusion failure or ‘re-invention’. The paper argues that the focus on single artifacts or products rather than a bundle of technologies or services is unhelpful, particularly where complex products and services are concerned. Key variables are drawn from the literature to assess the diffusion of new technologies and services, and three cases are presented which illustrate the effectiveness of these variables in wireless technology applications: in agriculture, mobile payments, and telecare.