A computer-readable medium, a service controller, and a method for obtaining one or more credentials from a device communicatively coupled to the service controller over a network, the credentials identifying an aspect of the device; determining, using the credentials, that a user of the device has not selected a service plan for the device; identifying one or more candidate service plans, at least one of the plans identified based on the one or more credentials; establishing a secure link between the service controller and a service processor of the device over an ambient services connection enabling the user to select one of the candidate service plans for the device; sending, to the service processor over the secure link, information about the candidate service plans; and obtaining, from the service processor over the secure link, a response identifying a service plan selected by the user.