Proxy-based profile management to deliver personalized services

A method comprising:

• receiving, by a processing system comprising a processor at a server, a user profile associated with a mobile device, the user profile including profile policies and preferences;
• storing, by the processing system, the user profile to a database such that at least a portion of the user profile is accessible to a profile agent associated with the mobile device, the profile agent distinct from the mobile device;
• sending, by the processing system, a portion of the user profile, retrieved from the database, from the server to the profile agent responsive to a request from the profile agent, the portion comprising an opaque user profile;
• responsive to the sending the portion, receiving, by the processing system at the server from the profile agent, a personalized offer, the personalized offer provided from a merchant based on the portion and in accordance with the merchant detecting a presence of the mobile device in a service environment of the merchant, wherein the opaque user profile comprises a one-time identification token valid only while the mobile device remains in the service environment;
• and
• applying, by the processing system at the server, the profile policies and preferences to the personalized offer to determine whether to permit the personalized offer to be sent from the profile agent to the mobile device.

A non-transitory computer-readable medium comprising instructions that, when executed by a processor, cause the processor to perform operations comprising:

• receiving a user profile associated with a mobile device, the user profile including profile policies and preferences;
• storing the user profile to a database, the user profile accessible to a profile agent associated with the mobile device, the profile agent distinct from the mobile device;
• sending a portion of the user profile retrieved from the database to the profile agent responsive to a request from the profile agent, the portion comprising an opaque user profile;
• responsive to sending the portion, receiving, from the profile agent, a personalized offer directed to the mobile device, the personalized offer provided from a merchant based on the portion and in accordance with the merchant detecting a presence of the mobile device in a service environment of the merchant, wherein the opaque user profile comprises a one-time identification token valid only while the mobile device remains in the service environment;
• and
• applying the profile policies and preferences to the personalized offer to determine whether to permit the personalized offer to be sent from the profile agent to the mobile device.