The technological advances in the robotic and ICT fields represent an effective solution to address specific societal problems to support ageing and independent life. One of the key factors for these technologies is the integration of service robotics for optimising social services and improving quality of life of the elderly population. This chapter aims to underline the barriers of the state of the art, furthermore the authors present their concrete experiences to overcome these barriers gained at the RoboTown Living Lab of Scuola Superiore Sant'Anna within past and current projects. They analyse and discuss the results in order to give recommendations based on their experiences. Furthermore, this work highlights the trend of development ...