A method is presented of providing a subscriber identity for the provision of services on behalf of the subscriber in a virtual computing environment. The method includes receiving a request to establish an execution environment for a virtual machine-to-machine equipment, vM2 M E. The vM2ME is provided, comprising software for execution in the virtual computing environment and a downloadable Subscriber Identity Module. A Communications Module, CM, is set up for execution in a domain of a virtualization platform. The CM provides an end-point for communications between the vM2ME and a 3GPP network. The Subscriber Identity Module is installed for execution together with the CM, the Subscriber Identity Module including a 3GPP identity of the subscriber, security data and functions for enabling access to the vM2ME via the 3GPP network.