The interaction between the organization and the institutional environment leads to organizational change or innovation. As the basic industry of China’s national economy, agricultural enterprises are transmitted from the institutional environment to the internals of the enterprise and are transformed into innovative behaviors, which ultimately form performance.

The mobile phone technology is an important tool to enhance farmers’ to access better marketing services, agricultural extension services, health extension services and other mobile services. This study also tried to assess rural households’ mobile phone usage status for different rural innovation services in Gomma Woreda, Southwest Ethiopia. Structured interview schedule, focus group discussion, key informant interview and personal observations were used as a method of data collection tools for this study.