Novel tools and techniques are provided for providing service provider cloud services. In some embodiments, a virtualized service equipment (“VSE”), in communication with a cloud service network, might establish communications with a central controller over a network, register with the central controller, and receive a configuration file having a base configuration (which might cause the VSE to retrieve and display a cloud service marketplace having a service offering(s)). The VSE might also receive a selection of the service offering(s) and transmit the selection of the service offering(s) to the central controller. A network controller in communication with the VSE might provision cloud network resources, as part of a programmable service backbone, to provide the selected service offering(s). An app controller in communication with the VSE might setup app services on the VSE and the programmable service backbone based on the selected service offering(s).