Abstract: It is presented a method for invoking an application service in response to a tag reading by a mobile terminal. The method comprises the steps of: receiving an input message, the input message comprising data being associated with a tag read by the mobile terminal using local communication, the input message further comprising a recipient identifier linked to the mobile terminal; determining, using a plurality of parameters associated with the tag reading, a plurality of matching application servers, wherein conditions of a tag reading subscription for each of the matching application servers matches the plurality of parameters; and sending an invocation message to each of the matching application servers to invoke a respective application service of each of the matching application servers, the invocation message comprising the recipient identifier enabling each of the application services to send content to the user equipment and the tag data.