In this paper we study the opportunities of commercial exploitation of applications based on sensor networks. Such applications are quite famous nowadays in many different domains of everyday life (e.g., health monitoring, traffic monitoring). We introduce a new business model for sensor based services. Such business model involves entities like the mobile network operator and capitalizes on existing standards for application service providers (e.g., the OSA/Parlay standard). We also present the required technical framework that would facilitate the introduction and rapid adoption of the proposed business schemes.