While new competitors are threatening the
traditional business models of Telecommunications operators
by providing their services directly to the customer, usercentric
service creation paradigm brings new opportunities for
operators to deliver diverse, attractive, and profitable services
directly to the end-user. This paper discusses the service
creation model, architecture and implementation in the
European Union sponsored research project OPUCE (Open
Platform for User-Centric Service Creation and Execution),
which aims at enabling end-users to use their smart mobile
devices for both creating and consuming personalized services
