Initiating a virtual presence at a physical access point in response to a request for a service from a wireless access device is provided. A particular wireless service may be provided to a subscriber on an on-demand basis according to location and/or type of service requested. The service may be terminated when demand for the service comes to an end whereby a common wireless service infrastructure may be shared amongst service providers thus eliminating the need for radio channel coordination and otherwise enhancing service quality for those service providers.