Communology, a German software vendor that specializes in mobile communications applications, says it plans to develop a solution for user-generated mobile services and context-based mobile advertising as a part of uService, a pan-European development project. The project envisions a new type of global-spanning, user-driven network of dynamic services and content. It plans to enable consumers and business users to easily offer mobile micro services and contents for their community, which could be their own personal contacts, or members of a social network.
Examples of such services might include organizing a jogging group for like-minded athletes, or a soccer fan club. Other applications could be an exchange where travellers offer and look to share journeys and accommodation, or mobile multimedia services, such as the creation of a virtual DJs playlist using the pooled music content on the mobile phones of people at a party.
Commmunology says the mobile micro services will be designed to take the users context into account. In addition to information on the users location, it will also be possible to incorporate data on user behaviour and preferences. Data such as the outside temperature or pulse frequency could also be included, for applications in the field of health monitoring or personal fitness coaching, for example. 
The service infrastructure and the services themselves will be paid for by advertising, for which Communology will provide a mobile advertising solution. Its plans focus on an end-to-end infrastructure, which covers the client as well as the server functions, including the business logic. The Communology ad-serving solution will enable a variety of different ad formats, including mobile banners, text ads, coupons and videos, and will also allow a context-based approach to precisely target individual consumers. In addition to location-based data, the context will also include information gained from the use of the service itself; voluntary information, such as preferences and interests; and consumer profile information based on market research data about specific mobile phone handsets.