Methods and systems for provisioning IMS networks with Virtual Service Organizations (VSOs) or Mobile Virtual Network Operators (MVNOs) that have distinct service logic, enabling VSOs and MVNOs to provide distinctive service experiences. Call models are provisioned so that different users can have distinct IMS service experiences. The IMS network includes a serving call state control function (S-CSCF) for providing user device session control. A database having selectable call model information associates IMS service codes with application servers (ASs) based on a user/group identity. S-CSCF logic receives a service request having a user identity, accesses the database, and instantiates a call model having filter codes that associate IMS service codes with ASs. The ASs have service logic to provide services for a corresponding IMS service code. Call models have different ASs with different service logic associated with a specified IMS service code, such that two call models will provide distinct service experience for a specified IMS service code.