Interconnected service providers constitute a highly dynamic, complex, distributed environment. Multi-agent system design-methodologies have been try-ing to address this kind of environments for a long time. The European project ALIVE presents a framework of three interconnected levels that tackles this issue relying on organisation and coordination techniques, as well as on developments in the Web-services world. This paper presents initial results focused on a high-tech, real use case: interactive community displays with touristic information and services, dynamically personalized according to user preferences and local laws.