Web Applications are progressively becoming multi-channel and cross-channel. The “same” service should be made available in different delivery environments and devices. A user may invoke a service on one device, suspend it, and complete its execution in another one. In this paper we provide the reader with the main conceptsandinnovativeaspectsof MC2 a design framework for specifying Multi/Cross Channel web application services. MC2 adoptsan high-level, end user perspective and exploits the notion of context, to characterize who, where and how an operation can be invoked. Categories and Subject Descriptors H.5.4 [Information Interfaces and Presentation (e.g., HCI)]: Hypertext/Hypermedia – navigation, user issues. General Terms Design, Human Factors. Keywords Conceptual modelling, multi-channel, services on the Web, Web operations, context, UML, OCL