Content provision via ubiquitous technology platforms such as smart mobile phones and personal digital assistants raises interesting practical and research challenges. Many current theoretical frameworks and models are based on assumptions which may not necessarily be valid in the case of ubiquitous technologies, which users employ in a variety of contexts and for different reasons. In this research-in-progress paper we explore how content providers can better conceptualize the content requirements of ubiquitous technology users. We introduce the principle of Continuous Quality of Life Optimization as a theoretical concept to understand the content requirements of these users. We put forth a number of propositions to guide further research and provide details about our own research approach, in which we are exploring ubiquitous content provision from the perspective of content providers.