This study models the intention to use novel mobile peer-to-peer communications and content sharing services and determine their adoption potential. A sample of 155 Finnish customers with an advanced mobile handset was collected and analyzed. The Theory of Planned Behavior conceptual model for measuring behavioral intention was applied in the context of novel mobile services. The model was estimated by structural equation modeling. Mobile peer-to-peer communications and content sharing services have high adoption potential among the respondents with advanced handsets. The adoption potential of communications services was higher than that of content sharing services. User attitude was further identified as the main driver affecting intention to use a novel mobile service. The suggested operationalisation of the conceptual model was observed to measure the intention to use novel mobile services with an acceptable accuracy.