The future competitive advantages for a successful travel industry will most probably be built around effective mobile value services. Mobile value services are services which create customer value with the support of context-adapted mobile technology; this in turn is designed to expand the limits of the possible in the structure of everyday routines [the Braudel Rule]. Buying fishing permits for legal fishing in waters owned by somebody else may look as rather a trivial exercise; it has turned out not to be trivial if you are a foreigner and you do not know where to go looking for the permits and you decide that you want to go fishing on the spur of a moment. We have developed a mobile service called MobiFish that allows the user to buy a fishing permit anytime and anywhere just by using his mobile phone. We have shown that Mobi- Fish actually is a mobile value service. It is being tested and introduced in the Aland Islands. .