The driving vision of SERVERY, a European Celtic project, relates to the creation of a new platform where a vast number of services — created by professionals as well as by the end-users themselves — proliferate in an environment where agreements and rules are kept and enforced generating revenue for the participants in a fair share. This marketplace and the mechanisms that realize it combine the best of Telco and Internet worlds by enabling the convergence between NGN-IMS, Web and Media service technologies, and by proposing an intelligent business environment to create new business opportunities, models and roles, integrating the business-modelling aspect in service creation and delivery. To populate the marketplace, advanced end-to-end solutions for service creation are proposed, as well as intelligent service enablers that allow the creation and orchestration of services in personal, dynamic and multi-domain environments. Finally the platform relies on a generalised flexible architecture and middleware infrastructure, allowing dynamic, intelligent and contextual service discovery, deployment, brokering and composition, as well as Business Relationship management. This paper presents the general philosophy of the converged marketplace, and details the underlying key technical and business aspects