In this paper we explore the service creation process for IMS based applications and investigate how IMS service capabilities such as presence and profile can be used to create application that gives user control and enrich the user experience. The use cases we have selected focus on an application we call Personal Inbound Call Routing (PICR), an inbound call routing service that allows incoming calls to be routed dynamically to the right person, based on individual profiles, presence information and real-time selection by the called party. We present a discussion of our findings and the issues we encountered in implementing this service prototype.