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In contrast to the tremendous success of mobile voice communication services, the uptake of mobile data services has been slow (Carlsson, 2006). With ‘mobile services’ we refer to all kinds of innovative services that combine technologies and concepts from the domains of telecommunication, information technology, and consumer electronics. While voice communication has become a commodity and mobile phone penetration has risen close to or even higher than 100% in Europe, the adoption of mobile services is hampered by an apparent lack of added value (Ojala et al., 2003), a mismatch between launched applications and the everyday needs of target users (Carlsson, 2006; Steinfeld, 2004), and ineffective business models (Carlsson, 2006; Steinfield, 2004; De Reuver and Haaker, 2009). However, the introduction of new phones such as the iPhone in combination with flat fee data subscriptions has led to a clear increase in data traffic and use of mobile services and mobile internet. Especially news and video sites, e.g. Youtube, and social media services are increasingly used on the newest mobile phones.
A core value element in mobile services is that they can be used anytime and anywhere, which enables people to communicate or to access information at any location, any time and in any situation (De Reuver, 2008). The intention to use mobile services is however found to depend on the situational context (Bouwman et al., 2008). Therefore, mobile services and applications that adapt to the context may provide greater added value (Bae et al., 2006; Klemettinen, 2007). Context awareness deals with the ability to utilize information about the user’s environment (context) in order to adapt services to the user’s current situation and needs (Dockhorn Costa, 2005). The most well known form of context awareness is location awareness, which is used to adapt services to the current location of the user (Raper et al., 2007). Navigation services, e.g. in-car personal navigation, are among the most popular location based services (Berg Insight, 2007). Other examples of context aware mobile services deal with social context. For example presence services like MSN Mobile Messenger allow users to share information on social context like their online or offline status, or availability for communication. Twitter provides a social messaging utility for users to share what they are currently doing or thinking (Twitter, 2009). Context characteristics can also be derived from sensors, e.g. bio-sensors to measure heart rates, and used to adapt or trigger specific service behavior (Klemettinen, 2007; Koolwaaij et al., 2006).