Industry involvement in the Ambient Intelligence (AmI) domain together with openness and complexity expected from context-aware applications drive research into generic context management middle-ware (CMM) solutions. However, the variety of AmI scenarios requires flexibility in design-time and run-time deployment options, while existing CMM approaches do not sufficiently address the means to easily configure and engineer such mechanisms. In response to these challenges we propose a context management middleware with a design based on techniques and principles from the research fields of Multi-Agent Systems and the Semantic Web. We focus on showing how deployment principles based directly on the application context model and ontology-based configuration options offered by CONSERT lead to flexible development. We showcase the usage of our solution with a scenario from the area of smart university life management.