An M2M platform apparatus 100 includes: data repositories 230, 240 configured to store data transmitted from M2M devices 20A, 20B; a data format processing unit 210 configured to determine in which format to store the data into the data repositories; a data analysis proposal unit 220 configured to analyze the stored data and, based on the data, propose the content of a service to be executed; a service execution-start unit 360 configured to request control on the M2M devices or communication equipment based on the content of the service proposed; and a rule-policy management unit 320 configured to cause the data to be stored into the data repositories based on a rule or a policy for the handling of the data to be stored into the data repositories.