1. A wireless access system comprising: a radio interface; a data repository storing a directory of available services comprising a set of service records, wherein each service record comprises a service identifier and a network address of an application server suitable for delivering application data corresponding to a computer-implemented service; a control module configured to: parse an association request received through the radio interface to detect a service identifier carried in the association request; look up the directory of available services for retrieving a service record matching the detected service identifier; generate and send an association response to a source of the association request through the radio interface, wherein the association response comprises a link to the network address found in the matching service record; and provide network connectivity between the source of the association request and the application server associated to the network address, wherein: each service record further comprises a service descriptor for describing the service to an end-user, and the control module is further configured to broadcast beacon signals through the radio interface, wherein: the beacon signals comprise a service advertisement for a service record of the directory of available services, and the service advertisement comprises the service identifier and the service descriptor found in the service record.