Use of mobile content and services to encourage sustainable models of living; smart use of mobile media to promote green energy; new mobile approaches to monitoring and reducing pollution; mobile portals and social media applications to encourage climate controls and holistic environment-friendly habits.

Use of Mobile and complementing applications and embedded services for enriching the information society by aggregating digital content pertaining to travel and tourism thus help creating knowledge rich information society; offer of travel and tourism related information and services like real time travel bookings, location and transport information, including through GPS and GIS.

Use of Mobile and complementing applications and embedded services for (multi-lingual) news broadcasting in all possible media format like text, audio, video, SMS, MMS, etc.; Reaching masses and enabling people with mobile devices for citizen journalism for local and regional news through interactive applications like twitter, facebook, and other web 2.0 mobile enabled applications including Mobile 2.0 dynamic media technology applications.

Use of Mobile and complementing applications and embedded services for supporting integration haves and have-nots – individuals, groups, differently abled citizens, women and children; remote locations, regions into the Information Society. Reducing the "digital divide" and "content gap" between technology-empowered and technology excluded communities; bridging society through basic, simple and also multimedia-enabled rich content.

Use of Mobile and complementing applications and embedded services for developing the consumer-centered model of health care where stakeholders collaborate to offer and manage health and environmental issues including health care system. Government’s initiatives to offer tele-health and environmental information and services to reach masses through mobile and its integrated applications including value added services (VAS).

Use of Mobile and complementing applications and embedded services for delivery of entertainment, games, sports, music, movies, songs, fashion, and contemporary lifestyle. Supplying digitized entertainment products and services; entertaining the user in this world's variety of languages and multi-media, peer to peer engagements for entertainment content creation, interactive games, application for sharing local music, movies, songs and in the process empower the masses through share of entertainment content.

Use of Mobile and complementing applications and embedded services for empowering the education paraphernalia; transforming schools, universities and other educational institutions through interactive, personalized and distributed learning resources; providing education(al) services and education management systems for the rural based educational institutions, especially schools. Serving the needs of the learners to acquire knowledge and skills for a complex and globalizing world; creating active m-learning communities and target models and solutions for mass training, supporting first steps in multimedia for better learning societies.

Use of Mobile and complementing applications and embedded services for empowering citizens and serving public services clients; fostering quality and efficiency of information exchange and communication services in governmental and public administrative processes; strengthening participation of citizens in information society decision making.

Use of Mobile and complementing applications and embedded services for preserving and presenting cultural heritage in line with the challenges of the future; demonstrating valuable cultural assets clearly and informatively using state-of-the- art technology and new media platforms on mobile as media. Supplying digitized products and services; offering the users in this world's variety of languages and its cultural diversity; supporting movement from one-way to two-way, from single to multiple players, interactive cultural diversity and the synergy between analog and digital platforms on mobile apps and devices.

Use of Mobile and complementing applications and embedded services for Support and optimization of business processes; creation of new business models in commerce like m-commerce, business to business, business to consumers, internet security and other areas; supporting Small and Medium Enterprise’s on the marketplace, m-Banking like banking services, Microfinance and micro-banking through mobile devices, and so on.