Abstract. This paper aims to approach the diffusion model developed in 1960 by Frank Bass has been utilized to study the distribution of different types of new products and services. The Bass Model helps by describing the process in which new products are adopted in a market. This model is a useful tool for predicting the first purchase of an innovative product for which there are competing alternatives on the market. It also provides the innovator with information regarding the size of customers and the adoption time for the product. The second part of the paper is dedicated to a monographic study of specific conceptual correlations between the diffusion of technology and marketing management that emphasizes technological uncertainty and market uncertainty as major risks to innovative projects. In the final section, the results of empirical research conducted in Baia-Mare, Romania will be presented in a way that uses diffusion Bass model to estimate the adoption period for new mobile technologies.