Amidst the current economic downturn, and in the mist of the survival instinct that is perculating around the world, it is tough to sit back and observe trends.But one unmistakable trend is that countries are shifting from an industry-focused economy (e.g., manufacturing, see the collapse of manufacturing toward a service economy. The impetus for this gradual change include globalization, technological change,and an overwhelming demand for (cheaper and cheaper) services. In observing this shift, it becomes increasingly clear that services and the service economy play an important role in today's and tomorrow's businesses. As a reflection of this trend, a realization or crystalization of the trend, service ecosystems have emerged: including GrandCentral, eBay, Google Base, Amazon.com, SalesForce.com, and SAP Business by Design to name a few. Such marketplaces enable trading products and also services between various legal entities and with consumers (sometimes referred to as the anonymous legal entity). One major challenge for service ecosystems is the fact that services are not products or goods. This has the potential to change the game.