A method, apparatus, and system are described for a central station to allocate virtual IP addresses. A device service manager server (DSM) has a network access module conFigured to cooperate with two or more device service controllers (DSCs). The DSM serves as a central management station for allocating and assigning Virtual IP addresses to network devices to proxy communications for networked devices on a local area network (LAN) where each DSC resides. The DSM is located exterior from the network devices on the LAN where communications associated with the assigned VIP addresses are being routed to. The DSM assigns a Virtual IP Addresses to each DSC and establishes a route from the assigned Virtual IP address to a destination network device on a LAN, based on corresponding DSC and network device information stored in a registry of the DSM. In some embodiments, a return route from the destination network device back to the network device on the LAN with the assigned Virtual IP address may also be established.