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This paper focuses on conceptual modeling of multichannel, context aware Web applications, and in particular, proposes some solutions conceived within the WebML method. WebML is a conceptual model for data-intensive Web applications, which already offers some constructs for one-to-one personalization and multi-channel deliver. In this paper, we introduce some new extensions that allow representing a context model at data level, and exploit it at hypertext level for offering context-aware, customized services and contents, accessible through multiple channels.