1. A method comprising: identifying a third-party user subscribed to service metadata collected by a mobile device from at least one service provider, the at least one service provider being a separate entity from the mobile device and is within a proximate area around the mobile device; wherein the service metadata is indicative of data provided by the at least one service provider within the proximate area; wherein identifying the third-party user subscribed to the service metadata comprises identifying the third-party user subscribed to the service metadata from a plurality of third-party users based on: subscription profiles of the plurality of third-party users; and a publication profile associated with the mobile device where the publication profile is configured by a proximity user associated with the mobile device; providing to a client device associated with the third-party user at least one of a group consisting of: the service metadata; and indicia representative of the service metadata; and in response to the providing at least one of a group consisting of: the service metadata and indicia representative of the service metadata, receiving a request from the third-party user requesting the proximity user to obtain the data associated with the service metadata on behalf of the third-party user from the service provider.