High transmission rate and secure communication have been identified as the key targets that need to be effectively addressed by fifth generation (5G) wireless systems. In this context, the concept of physical-layer security becomes attractive, as it can establish perfect security using only the characteristics of wireless medium. Nonetheless, to further increase the spectral efficiency, an emerging concept, termed physical-layer service integration (PHY-SI), has been recognized as an effective means. Its basic idea is to combine multiple coexisting services, i.e., multicast/broadcast service and confidential service, into one integral service for one-time transmission at the transmitter side. This article first provides a tutorial on typical PHY-SI models. Furthermore, we propose some state-of-the-art solutions to improve the overall performance of PHY-SI in certain important communication scenarios. In particular, we highlight the extension of several concepts borrowed from conventional single-service communications, such as artificial noise (AN), eigenmode transmission etc., to the scenario of PHY-SI. These techniques are shown to be effective in the design of reliable and robust PHY-SI schemes. Finally, several potential research directions are identified for future work.