During the last decade, there has been remarkable growth in mobile penetration in most of developing countries. However, most of the Tanzanian population cannot access real time services and accurate market information due to limited and underdeveloped infrastructure. The recent convergence of mobile and communication technologies has resulted to mobile services and accelerated by high penetration of mobile phones in both developed and underdeveloped market such as Tanzanian mobile market.
The objective of this research study is developing a conceptual framework that will be used as a guidance tool for estimating business potential in mobile service industry. Hence, improving decision making process for managers or entrepreneurs in investing in prevailing opportunities related to mobile money services business. This research study has based mostly on literature review and complemented by empirical data. Literature review helped to develop a conceptual framework for estimating potential business in mobile services. Meanwhile, samples of six experienced staffs working in Tanzanian mobile industry were interviewed. A developed conceptual framework is applied in Tanzanian market by narrowing mobile service scope to mobile money  services.
The main outcome of this thesis is a conceptual framework which is used as a guidance tool to managers or entrepreneurs who are planning to estimates potential business in mobile services for either existing markets or expanding in a new market segments. It is very important to any managers, investors and entrepreneurs to quantify business opportunities before stepping into any business. The developed conceptual framework focuses on three critical areas (1) selecting an appropriate target market segment, (2) identifying a sustainable business model that ensure revenue generation and, (3) screening potential business in market potential assessment factors such as Market size, Market consumption rate, Market receptivity, Market growth rate, Economic infrastructure, Economic freedom, Market intensity and Accessibility