A major trend in the current information society is personalization, which is considered a key business enabler for mobile services because the mobile device is a personal assistant that offers unique opportunities such as real-time adaptation of services to a dynamic user environment. To offer personalized services in a consistent manner and to speed up the development of such services, we present a Personal Service Environment (PSE) that, besides profile management, provides generic service discovery, content adaptation and service adaptation functionality. The PSE implementation is based on a loosely coupled architecture based on the Web services paradigm. Specific PSE components will be generated on a development and deployment environment for negotiating brokerage agents with learning, anticipating, and adaptive capabilities. These brokerage agents are intended to handle matching and adaptation of service content and logic, ensuring optimal quality of service delivery. We illustrate the implementation of our PSE with a ?Personalized Messaging' prototype, which is based on the concepts of Unified Messaging and Instant Messaging, combined with new mobile network features such as location awareness.