Cloud computing has become one of today's hot topics. The major contribution of this Internet-based service delivery paradigm consists in offering computing, storage and network resources able to guarantee information technology externalization. In parallel to this novel trend, cloud users requirements are quickly emerging due to both network and service convergence. Therefore, beyond its externalization solution, cloud must also respond to users needs within this "Next Generation Networks/Next Generation Services" (NGN/NGS) context. Hence, it should offer service personalization for cloud users, take into consideration their mobile context, and guarantee an end-to-end QoS. In this paper, we propose a QoS-based cloud management architecture that overcomes the aforementioned challenges through several mechanisms. First, we surpass mobility and E2E QoS challenges by gathering ubiquitous elements into ubiquity-based virtual communities. Second, we ensure service personalization by proposing a seamless and dynamic service composition based on stateless services. Finally we take into consideration user's ambient context by using location-based virtual communities. Computing models for QoS-aware and location-aware clouds are also provided.