Method, system, and apparatus for providing services in a privacy enabled mobile and ubicom environment

A method, system, and apparatus for protecting personal privacy in a wireless local area network using a framework at both the terminal and the service in the wireless local area network. The terminal includes a memory that stores the profile data for a user. The terminal is coupled by radio frequency to an access point that is also coupled to a wired network such as the Internet. A service operator coupled to the wired network offers a service opportunity to the user by sending a message to the terminal that includes the service opportunity. If the profile data for the user indicates that the user is interested in either this type of service opportunity or this particular service, the user sends at least a portion of the profile data to the service operator. The service operator uses the profile data to personalize the service prior to sending it to the user. If the profile data for the user indicates that the user does not want to disclose the profile data for this service opportunity, the service operator can only respond by sending a default service opportunity or not sending any service opportunity.