This document discusses how networks can become aware of users, devices, applications, locations and services to better support business needs. It outlines a three step approach: 1) Leverage the network's awareness, 2) Apply appropriate performance controls, and 3) Empower applications. Specific capabilities mentioned include user identity tracking, location services, device intelligence, virtual machine lifecycle support, service provisioning, and application-defined performance and controls. The network presented appears able to gain awareness from layers above it and dynamically adapt its behavior to optimize for different business and technical requirements.