The moma project tested a smart grid system with decentralized energy generation, real-time communication between generation and consumption, and an important role for information and communication technologies (ICT). The project implemented a cellular system architecture with site grid cells, distribution grid cells, and system cells connecting an energy marketplace and grid control. Field trials involved 200 then 1000 customers and tested smart meters, time-varying electricity prices, and integrated energy generation and grid management. Results showed high availability of the ICT systems, detailed hourly own-price elasticity of up to 35%, and the system's ability to help stabilize voltage levels in the distribution grid. Customers expressed strong interest in continuing variable tariffs after the trials. The moma system architecture was