Mobile services have unique characteristics and can provide opportunities for added value, new types of value and new ways of value configuration. Mobile cloud computing can boost the development of mobile services. In this paper we provide a user-driven and usage-oriented perspective on mobile services, especially when they are provided via the cloud. We examine the different perspectives on mobile services and outline models of mobile service provision. Mobile services are regarded as embedded in the daily activities of the mobile user in order to attain personal objectives. We provide an integrated view on mobile services that combines technological and usage aspects and emphasizes on value creation. This work helps understand better the provision, usage and value creation in mobile services and can provide new research and practical opportunities for developing new service models in mobile environments.