We here present an ongoing research project about an integrated real time mobility assistant, which has been developed for the call "Personal Integrated Mobility" of the EU framework program. The assistant is aimed to support personal mobility in a near future scenario, where green, shared or public transports are replacing the current private, carbon transportation system. The assistant handles itineraries, which are based on goals of time, energy/pollution and cost, and supports users both before and during the trip. The service will gather and interpret any relevant source of information on transport resources and their availability. Information includes user generated content and social data. Given the globalization of users and the hourly peaks of mobility, the assistant is a cloud service, which integrates existing technologies; however a global extension requires a federation of clouds and, above all, the interpretation and validation of social data. These can be considered major research challenges.