This thread might be a bit stale, but anyway...
Pax has excellent support for maven urls, it even has a wrap url handler allowing you to dynamically convert non-osgi jar to nice tidy bundles.
http://wiki.ops4j.org/display/paxurl/Mvn+Protocol
<dependency>
<groupId>org.ops4j.pax.url</groupId>
<artifactId>pax-url-wrap</artifactId>
<version>1.2.5</version>
</dependency>
<dependency>
<groupId>org.ops4j.pax.url</groupId>
<artifactId>pax-url-mvn</artifactId>
<version>1.2.5</version>
</dependency>
The command would then be:
install -s mvn:groupId:artifactId:version:classifier
Note: chicken-egg scenario - you have to install these using a file: url handler first or put them into an autodeploy directory.
Karaf has this all build in to it's distro, so maybe have a look at Karaf launcher source?
2nd note: deploying snapshots are enable by appending @snapshots to the repo URL, configuration is managed via ConfigAdmin
In terms of managing all your POM defined dependencies have a look at Karaf features - there's a plugin that would enable to generate a features XML file which can then be used to deploy your entire app:
http://karaf.apache.org/manual/2.1.99-SNAPSHOT/developers-guide/features-maven-plugin.html
Further more this XML artifact can be deployed to your OBR, so you can take a vanilla Felix/Equinox/Karaf setup, add the mvn url handler and configure with your company's mvn repo then provision the entire app =)