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Nowadays, services targeting home and business users, such as Internet access, digital television or online entertainment are taken for granted. However, our lifestyle creates the need for extending the reach of such services but also the need for new ones, targeted to people on the move. With complex wireless networks forming around us and a new range of services becoming available, an enhanced service management paradigm is required. This work introduces a novel framework for the management of services in wireless environments, considering the diverse requirements and conditions. Using a wireless media service as a case study, simulation results indicate that our policy-based approach offers a flexible framework where both business and user expectations are met. User preferences guide service customization while statistical processing of user requests directs service adaptation.