To access the data service from PHP, there are many approaches. The first one would be to use a SOAP client of PHP to access the data services. The data service endpoint URLs are mentioned in the service dashboard of the service, for you to use as the SOAP endpoint. Also, if you want to access it RESTfully, you can create data service "resources", where you can use access the created HTTP paths, as configured. JSON is also supported, and you can use this as a reference on how to do that. Also, basically if that approach is not suitable, you can use WSO2 ESB to mediate the JSON requests to remove the XML namespaces and so on and get the JSON payload in the way you want. A sample on how to do that is shown here.
Cheers, Anjana.