In one example embodiment, an apparatus includes a reader configured to read motion information, received from an end device, regarding a motion that was enacted by a user relative to the end device; a request generator configured to generate a service request that includes an identifier of the apparatus and the read motion information; a transmitter configured to transmit, to a service provider, the service request; and a receiver configured to receive, from the service provider, an expression of a service that is associated with the identifier of the apparatus and the read motion information.