Content wanted: A different shade of D2D communications

One of the emerging topics in wireless networking is user-to-user, or, as it is often referred to, device-to-device (D2D) communications. Several technological solutions already exist, or are under development, so that D2D links between fellow users can be efficiently created. In this paper, we highlight a different, yet fundamental, aspect for the wide adoption of this new communication paradigm. We argue that D2D data transfer will become commonly employed if it can successfully provide users with the content, or service, they are looking for. We therefore advocate the need for innovative caching and advertisement strategies, as well as for techniques that allow users to select those wireless links that can actually help to get them what they want, with a satisfactory level of QoE.