A method of service negotiation by an electronic device (400, 700), the method comprising: detecting (420, 720), by the electronic device (400, 700), a counterpart device (405, 705) through a first protocol; transmitting a request message (430, 730, 760) to the counterpart device (405, 705) through the first protocol, the request message (430, 760) comprising first indication information (210, 262, 762) indicating that the electronic device (400, 700) seeks to use a first service and second indication information indicating that the electronic device (400, 700) provides a second service, the first service and the second service to be executed using a second protocol; receiving (450, 460), from the counterpart device (405, 705) using the first protocol, a selection message comprising indication information indicating that the first service is selected by the counterpart device (405, 705), in case that the first service in the request message is supported by the counterpart device (405, 705); receiving (740, 770), from the counterpart device (405, 705) using the first protocol, the selection message comprising indication information indicating that the first service is not supported by the counterpart device (405, 705) and indication information requesting the second service, in case that the first service in the request message is not supported by the counterpart device (405, 705) and the second service is requested by the counterpart device (405, 705); establishing a connection with the counterpart device (405, 705) using the second protocol for executing the first service or the second service, based on the selection message received from the counterpart device using the first protocol; and executing the first service or the second service with the counterpart device (405, 705), based on the selection message received from the counterpart device (405, 705), using the second protocol. detecting (420, 720), by the electronic device (400, 700), a counterpart device (405, 705) through a first protocol; transmitting a request message (430, 730, 760) to the counterpart device (405, 705) through the first protocol, the request message (430, 760) comprising first indication information (210, 262, 762) indicating that the electronic device (400, 700) seeks to use a first service and second indication information indicating that the electronic device (400, 700) provides a second service, the first service and the second service to be executed using a second protocol; receiving (450, 460), from the counterpart device (405, 705) using the first protocol, a selection message comprising indication information indicating that the first service is selected by the counterpart device (405, 705), in case that the first service in the request message is supported by the counterpart device (405, 705); receiving (740, 770), from the counterpart device (405, 705) using the first protocol, the selection message comprising indication information indicating that the first service is not supported by the counterpart device (405, 705) and indication information requesting the second service, in case that the first service in the request message is not supported by the counterpart device (405, 705) and the second service is requested by the counterpart device (405, 705); establishing a connection with the counterpart device (405, 705) using the second protocol for executing the first service or the second service, based on the selection message received from the counterpart device using the first protocol; and executing the first service or the second service with the counterpart device (405, 705), based on the selection message received from the counterpart device (405, 705), using the second protocol.