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Service providers, especially in the mobile entertainment domain, are facing increasing competition. The ability to design, develop, and deploy unique context-aware entertainment services fast and easily as well as the capability to provide intuitive user interfaces becomes essential for market players. Furthermore, today's mobile world is made up of heterogeneous networks accessible via various devices with different characteristics. Progressive users have the desire to utilize the same services and access the same information content on all available devices. At the same time, service providers have to diversify their services in order to remain competitive and attract the various customer segments making up the mass market. We introduce an agent-based serviceware framework to assist service providers in developing innovative services, thus reducing the time to market of the respective applications. The realized serviceware framework offers personalization, location awareness, and the multi-access service platform, a flexible solution for ubiquitous service access. Thus, our solution allows a heterogeneous landscape of end devices to access an application server's mobile services in a multimodal, multilingual, and multimedia-based manner. We describe the utilization of the different modules of the service framework as well as the BerlinTainment application, an entertainment planning system based on the framework.