A device-based network service provisioning model is provided in which a wireless device facilitates a subscriber to provide provisioning information for activating carrier, value-added or other service provider services automatically. The model facilitates subscriber control while balancing service provider needs. Provisioning components may be provided to a device during a provisioning session to maintain service provider branding, look and feel and other control over a subscriber's experience. Provisioning components may be dynamically generated to capture current services, subscriber plans and particular device criteria. In one embodiment, service provider-side components define a service-oriented interface (e.g. Web services) for receiving a subscriber's provisioning information. Device-side components define an interface to request and receive the provisioning components and to provide provisioning information to the service-oriented interface. A gateway may be interposed between the device and service-oriented interface to provide the provisioning components to the wireless device and proxy provisioning session communications.