This paper ♠ presents the multi-tiered architectural structure of the newly proposed horizontal-type IoT platform, called EMULSION. Besides briefly outlining the key rationale for this IoT platform paradigm, design aspects are presented with respect to the service prototype provisioning, facilitating the efficient and effective recommendation and use of IoT services by consumers, considering the current context so as to avail of the 'best' service instances under the communication paradigm of the always best connected and best served (ABC&S) consumers.