1. An information communication system comprising: an information storage medium provided with a data communication function; and an information communication device for accessing the information storage medium, wherein the information storage medium is capable of storing one or more of application services, and stores service directory data describing attribute information for each of the stored application services, and the information communication device reads the service directory data from the detected information storage medium, acquires the attribute information regarding a desired one of the application services, and starts-up a service program corresponding to the application service to perform access.