Recently, the notion of ambient e-services has been defined to identify a new scope of mobile e-services, which address dynamic collective efforts between mobile users (enabled by Mobile Peer-to-Peer), dynamic interactions with ambient environments (envisioned by Location-Based Services), the moment of value (empowered by wireless technologies), and low cost service provision. However, there is still a lack of framework addressing the core elements required for fostering the growth of ambient e-services and steering the directions of future relevant research. In this paper, we present such a framework called Ambient e-Service Embracing Model (ASEM). This framework considers the conceptual ideas of trust, reputation and privacy as an integrated requirement specifically tailored to the nature of ambient e-services. Ambient e-Service Embracing Model is able to facilitate the success of various ambient e-service business models. The embracing model can also guide the government or service providers to implement the ambient e-service applications that satisfy customers? unique needs under various circumstances.