1. An apparatus comprising: a server computer comprising a processor and memory, the memory storing and the processor executing logic, the logic comprising: interface logic for: receiving a media object captured by at least one user device, the media object comprising image data; receiving context information, the context information comprising capture context information of the media object and current context information of a plurality of users, and receiving user-generated subjective characterization information associated with the context information; and association logic for associating service information, different from the context information, with the context information and the subjective characterization information of a user of the device and of the plurality of users; the service information comprising at least a type of service to be provided to the user associated with the user device, the type of service is automatically selected from a plurality of service types and is customized based on the current context information of at least a subset of the plurality of users other than the user associated with the user device.