Living Labs is a new program that brings end users into the process of inventing a better future. The goal is to understand the adoption, use patterns, and economic effects of new communication and transaction technologies by deploying them in companies, neighborhoods, and even entire cities. Living Labs will initially focus on socially aware mobile technologies and explore their potential for applications such as advertising, new payment systems, unified data and communications services, public health, and improved transparency for governments. A goal of the Living Labs program is to forge a "New Deal on Data," a framework for data ownership and usage that will balance the needs of companies, governments, and individuals.