New mobile Internet services

The particular challenges of the mobile environment mean device resources, interaction possibilities and user attention are much restricted compared with fixed web-access. The uSERVICE project proposes a new look at mobile information services to solve this problem. The intention is to enable businesses and individuals to deliver a wide range of user-generated services and context-based advertising directly to mobile consumers - especially the non-technical.

Micro services (uServices) are network services based on small, dedicated applications with their own graphical user interface (GUI) that allow users to obtain and provide information - such as opinions, recommendations, locations or speed - to fellow mobile users. There is an enormous opportunity for exploiting the real market potential of this type of mobile micro service created, provided and consumed by mobile users with only their mobile devices.
This type of network use and associated subscription services can also be of considerable benefit to network operators. The users - or ‘prosumers’ - can in turn benefit from discounts from network operators. Third party companies and even single mobile users can provide targeted services with great accuracy to special interest groups or communities dependent on the particular context.
The main objectives of uSERVICE are to:

• Turn mobile users from service consumers into producers and providers;
• Confirm the mobile as a ubiquitous service platform; and
• Establish a Long Tail business model, based on sharp µservices.

The unique selling points and business value are the:

• Facilitation of new services and applications;
• Easy service creation and provision for mobile devices, even on the move; and
• Comprehensive business model implementation based on components for targeted advertisement and accounting and billing.

Future systems will allow mobile users to request and provide services seamlessly in a much more symmetrical and decentralised way than is possible with today’s systems. People will become active service creators and knowledge providers for others. Service front-ends and interaction systems in the mobile environment are key components not only for the wider acceptance, adoption and experience of mobile services but as drivers to help people to move into the core of e-service provision. The objective of uSERVICE is to empower people with the necessary tools to create and personalise services, devices and functionality.
The expected results comprise:

1. A new Service Front-end paradigm for mobile platform;
2. A user-centric, context-aware search and recommendation environment;
3. An integrated secure management of identities and profile data;
4. An innovative, fair and secure approach for mobile accounting/billing; and
5. Demonstrations in field operational tests: ''Sport, Fitness and Health'' and ''Mobility, Transport and Tourism''.

The super prosumer concept probably represents the most relevant driver of mobile use beyond anywhere and anytime communication – the instantaneous and personalised response to a need for communication, information or entertainment using a device that the user wears almost permanently. The super prosumer concept offers a large pool of service providers, offering a huge number of sharply focused mobile services that are able to earn money or receive bonuses with their creativity.
From a social perspective, this approach poses a challenge to mobile users, providing them with powerful functionality to create their own services, albeit in an easy, natural way.

One of the business objectives that this ITEA 2 project pursues is to facilitate the generation of services and applications that leverage new business opportunities and commercially exploit the new possibilities offered by the mobile industry. The challenge is to extend current European leadership in mobile communications to the mobile software and services field.
In addition to the common trend of searching for the ''killer mobile application'', uSERVICE will give mobile users the power to create their own mobile micro applications or uServices. Of course, comparatively few mobile users will create this type of new service but, considering the number of potential users - i.e. billions - even very low percentages will still amount to a substantial market. For example, market revenues for mobile social networking services are expected to reach 290 million Euro by 2012, with monthly subscribers in the USA alone of more than 10 million Euro.
Overall, uSERVICE represents an enormous opportunity for the development of a wide variety of mobile micro services that will enable users without immediate access to computers and with only the use of their mobile devices, to enter an entirely new domain. They will be able to go well beyond simple Internet consultation and become participants or controllers in their own network domains.