The novel mobile scenarios encourage the design and development of context-aware middleware that provides on demand appropriate semantic services services to mobile user's access in a dynamic smart environment, since wireless hotspots and mobile devices are permeating our workplace, home and public places. As mobile users will be immersed in thousands of different kinds of pervasive services, it's of paramount importance to provide appropriate personalized services to the right person in the right form. In this paper we present a collaborative-based service provisioning approach which can enable effective service provision based on social semantic characteristics of user profile, device capability, situation context and services in WLAN enabled environment. We illustrate our ideas through a scenario of service discovery and provision in unfamiliar public places (e.g. airport), and present an OSGi-based middleware to instantiate the service provisioning process based on semantic matchmaking.