This embodiment relates to a method, system and computer program product for service based deployment within a system conforming to service orientated architecture (SOA). In particular this relates to a method, system and computer program product, operable by a service registry in a service orientated architecture system for providing a service within the system, the method comprising the steps of: receiving a service request from a service requester in the system; checking the status of the service as registered in the service registry; characterised by; in response to the service not having a registered service endpoint or a property of the service falling below a defined threshold, sending a request to one or more service providers or subsequent service registries to provide a new service and according to the defined threshold; and in response to a service provider providing the new service according to the defined standard, updating the service registry with the new service and responding to the service requester that the service is available. The embodiments allow both direct interaction between the requester and provider or indirect interaction via a service management layer. The embodiments allows the service provider to be provided as a virtual server and the service to be provided as a virtual application.