Framing metamorphosis: In a unique, bottom-up, destination management case - exploiting mobileinternet based communication – operators’ competition is washed out, in favour of shared sense making, cooperation, and coordination. How is it possible? What are the drivers, enablers, and success factors? What makes it sustainable? What produces shared self-awareness in the community, to gain group access to online trade? What magic organisational intervention produces the “miracle”? Different perspectives: Qualitative analysis interpretation, in a soft, participated, action-case, yields: from a socio-technical perspective: local dimension and participation (sustainability of solution, convenience; a working online market; putting the tourist at centre); from a social perspective: adapt to various users' situation (location, context, and mood; don’t take all, select on quality; crossmarketing partnership); from an IS discipline perspective: social-practice-design intervention; mobile- Internet driven business-model and cooperation; APPs and user configurability. Theory stands: Digging into the conceptual fabrics of the case, unquestionably unveils the embodiment of some anticipated, crisp, phenomenology-based IS concepts, in the social structuration back-bones of human behaviour of NOW: i) personal sense making and motivation (situation, context and mood, convenience, sustainability); ii) people participation to technology-based innovation (participatory-design, constructing well functioning socio-technical infrastructures, user-design in use); iii) intervention for consensus-based, organizational change by social-practice-design (facilitation for shared sense making, trust and cooperation building, bottom-up governance).