In this paper we propose an architecture to enable the development of innovative personalized value added telecommunications services. Our proposed architecture is built on a multi-agent platform, and utilizes semantically enriched data stores, i.e., data stores with proper support for ontology development and associated reasoning capabilities. The proposed architecture is evaluated in terms of its capacity to support the delivery of personalized services. A simple ontology modeling user profiles has been developed and used in a case study scenario to assist the evaluation. Several commercial and freely available tools have been utilized in order to focus our contribution on the higher application levels in terms of the added value achieved. The preliminary results indicate that the proposed architecture is highly promising in terms of the problem being attacked, and opens up the way for numerous future research and application areas.