lumber of devices and programming languages that support mobile applications and content delivery continues to grow. 3G systems with their data-transmission rate to 384Kbps for wide-area coverage and 2Mbps for local-area coverage will provid high quality streamed Internet content [1]. In addition, since 2001 Java-enabled I-mode mobile phones are available on the Japanese market; it is becoming possible to download Java applets from servers to be run on these phones What Comes next? Figure 1 illustrates our perception of the importance of creating an e-commerce appli- cation that integrates elements from the social context. A different perception is def- initely needed for m-commerce applications due to the types of devices and communication channels that are used in such applications. Designing e-commerce applications that simulate the feeling of being in a real market will definitely give more confidence to users in carrying out commerce transactions. Similar to 3D video games, the e-commerce applications will enhance the customers' shopping experience by allowing them to walk around the streets of the market, visit shops, read adds, and chat with vendors. Several research opportunities-for instance, from the intelligent virtual agents field--are emerging in this context. The deployment of a virtual tion that consists of e-shops, e-floors, e-lanes, and so forth. The representation should provide shoppers with a new type of virtual experience where shoppers are associated with components that act on their behalf. Components bind to shoppers with the help of profiling mechanisms. Furthermore, components need to be embodied with mechanisms that enable them to sense the market conditions, assess the presence of other components and their type, and communicate with these components when needed. Because of the different components that could be involved in a virtual e-commerce environment, the following contexts and their features are identified in our wo Context Features endor Sell, bargain, buy (traditional) Shopper-Friend Request for advice Shopper-Shopper Compete/Cooperate/ Be interested in Vendor-Vendor Compete/Cooperate (Vendor, Friend)-Shopper Influence to convince (Shopper, Friend)-Vendor Help to convince COMMUNICATIONS OFTHE ACM December 2003/L 46. No 12ve 255number of devices and programming languages that support mobile applications and content delivery continues to grow. 3G systems with their data-transmission rate up to 384Kbps for wide-area coverage and 2Mbps for local-area coverage will provide high quality streamed Internet content [1]. In addition, since 2001 Java-enabled I-mode mobile phones are available on the Japanese market; it is becoming possible to download Java applets from servers to be run on these phones. What Comes Next? Figure 1 illustrates our perception of the importance of creating an e-commerce appli￾cation that integrates elements from the social context. A different perception is def￾initely needed for m-commerce applications due to the types of devices and communication channels that are used in such applications. Designing e-commerce applications that simulate the feeling of being in a real market will definitely give more confidence to users in carrying out commerce transactions. Similar to 3D video games, the e-commerce applications will enhance the customers’ shopping experience by allowing them to walk around the streets of the market, visit shops, read adds, and chat with vendors. Several research opportunities—for instance, from the intelligent virtual agents field—are emerging in this context. The deployment of a virtual e-commerce application suggests a 3D representa￾tion that consists of e-shops, e-floors, e-lanes, and so forth. The representation should provide shoppers with a new type of virtual experience where shoppers are associated with components that act on their behalf. Components bind to shoppers with the help of profiling mechanisms. Furthermore, components need to be embodied with mechanisms that enable them to sense the market conditions, assess the presence of other components and their type, and communicate with these components when needed. Because of the different components that could be involved in a virtual e-commerce environment, the following contexts and their features are identified in our work: Context Features Shopper-Vendor Sell, bargain, buy (traditional) Shopper-Friend Request for advice Shopper-Shopper Compete/Cooperate/ Be interested in Vendor-Vendor Compete/Cooperate (Vendor, Friend)-Shopper Influence to convince (Shopper, Friend)-Vendor Help to convince COMMUNICATIONS OF THE ACM December 2003/Vol. 46, No. 12ve 255