A method, comprising: maintaining awareness information in an apparatus, comprising exchanging awareness information by interacting with other apparatuses in a wireless network during a control period portion of a periodic time interval between network beacon signals during which the apparatus is permitted to communicate awareness information within the wireless network, the control period following the network beacon signals, wherein the awareness information comprises at least one of an identification of published data available from the apparatus to other apparatuses in the wireless network or information regarding data searched for within the wireless network by the apparatus; determining, in the apparatus, whether any data-related tasks relating to the apparatus are pending in the network by evaluating the exchanged awareness information, wherein the data-related tasks comprise at least one of providing the published data that has been identified as available from the apparatus to at least one of the other apparatuses that are searching for substantially matching data within the wireless network or obtaining published data that has been identified as available from at least one of the other apparatuses in the wireless network and that substantially matches the data searched for within the wireless network by the apparatus; and if at least one data-related task relating to the apparatus is determined to be pending, entering a data sub-mode for interacting with at least one other apparatus within the network for some or all of the remaining time following completion of the control period between network beacon signals during which the apparatus is permitted to communicate service data information within the wireless network to perform the at least one data-related task. maintaining awareness information in an apparatus, comprising exchanging awareness information by interacting with other apparatuses in a wireless network during a control period portion of a periodic time interval between network beacon signals during which the apparatus is permitted to communicate awareness information within the wireless network, the control period following the network beacon signals, wherein the awareness information comprises at least one of an identification of published data available from the apparatus to other apparatuses in the wireless network or information regarding data searched for within the wireless network by the apparatus; determining, in the apparatus, whether any data-related tasks relating to the apparatus are pending in the network by evaluating the exchanged awareness information, wherein the data-related tasks comprise at least one of providing the published data that has been identified as available from the apparatus to at least one of the other apparatuses that are searching for substantially matching data within the wireless network or obtaining published data that has been identified as available from at least one of the other apparatuses in the wireless network and that substantially matches the data searched for within the wireless network by the apparatus; and if at least one data-related task relating to the apparatus is determined to be pending, entering a data sub-mode for interacting with at least one other apparatus within the network for some or all of the remaining time following completion of the control period between network beacon signals during which the apparatus is permitted to communicate service data information within the wireless network to perform the at least one data-related task.