The project will incorporate multidisciplinary theoretical insights and empirical data collected through a series of experiments. The research work is structured in four phases that are closely related to the size of the respective experiments.

In the first phase CBS will form the knowledge basis for the project by systematically collecting secondary data for mapping the market of advanced mobile content services and technologies in Denmark and Europe and how PPP are applied elsewhere in the world. CBS will design an appropriate research methodology for the experiments. We expect to use surveys, focus group interviews and more quantitative measures (log data). The three content providers will offer practical insight on their mobile services development and technological aspects as well as to provide technical support and necessary technological infrastructure (i.e. advanced mobile platform) for the experiment. The mobile platform provider Euman will provide the location sensitive platform that can run on any modern wireless device. A recent survey indicated that Danish mobile phone users in average have a phone that is less than 1.5 years old. It is therefore reasonable to expect that Euman’s platform can run on all mobile phones. In the market for wireless devices we see a growing number of PDAs with mobile phone capabilities and vice versa. We also plan to run experiments using these multi-purpose devices. This phase will conclude with a first, small scale, experiment that will include 10-50 participants. During the experiment participants will test different mobile technologies through the use of content services on a location aware mobile platform. This phase corresponds to work package two and three.

In the second phase the research methodology will be revised according to the initial results and the current market conditions. We expect to obtain indications from the third work package on mobile users’ requirements in terms of technologies as well as their preferences for specific content services and their potential integration. Thus, in the second phase advanced content services that will be bundles of existing ones will be tested in a medium scale experiment of 50 – 100 participants. Close collaboration with the industrial partners’ is anticipated for both the development and the testing of the advanced mobile services and their user interfaces. The activities in this phase are captured in work package four.

In the third phase, a large scale experiment will be conducted in Ørestad Nord, including more than 100 participants in order to test the use of the advanced mobile services developed, based on the prominent technologies as chosen by the participants of the previous experiments. Our platform will be generic so that any modern mobile device will be able to launch it regardless of manufacturer brand and choice of operator. This is something that our content providers have a vested interest in. Børsen wants to reach their readers and subscribers regardless of what device or operator they are using. The same goes for Consumer Agency and DR. During this phase industrial partners are expected to take the leading role in the technological development necessary for the experiments. CBS will design the experiment and analyze the collected data. This is work package five.

Finally, in the forth phase, a commercial scale experiment, including participants of the Ørestad Nord will be conducted aiming at identifying business models for the commercial exploitation of the new mobile services and providing guidelines for systems’ design and multi modal user interfaces’ design for effective communication through different mobile devices. The final phase’s activities are captured in work package six.