The Push to Talk (PTT) technology has been available for several years. Recently, new specifications and technical innovations based on Internet Protocols utilizing standard cellular packet data bearers have been introduced. This new approach makes Push to Talk a standard service on any cellular network which is called Push over Cellular (PoC). This paper identifies a model of PTT adoption in the Austrian market. The first explorative phase of research, consisting of interviews with experts and focus groups builds the basis of the proposed framework and measurement model. A structural equation modeling (SEM) approach is used to assess the relative importance and the strength between different constructs, including enjoyment, social norm, usefulness, ease of use, intention to use, and quality of the service. Our results indicate that enjoyment and social norm are important antecedents for the adoption of PTT in Austria.