1. A method comprising: classifying actions associated with first and second service entities, the first service entity being associated with a first application service and the second service entity being associated with a second application service different from the first application service, the first service entity of the first application service having first metadata attributes associated therewith and the second service entity of the second application service having second metadata attributes associated therewith, the first metadata attributes describing a format of data of the first service entity and actions available to be performed on the first service entity, and the second metadata attributes describing a format of data of the second service entity and actions available to be performed on the second service entity, the first metadata attributes of the first service entity being different from the second metadata attributes of the second service entity, wherein each action is classified according to its availability, wherein classifying an action comprises classifying an action as available according to a rule comprising at least one of a maximum number of times which an action can be performed, a time period in which an action must be performed, a user or class of users which must perform an action, a condition which must occur before performance of an action, or a condition which must occur after performance of an action; running a context service that matches the first and second service entities despite the different first and second metadata attributes thereof, the context service matching the first and second entities by cross-referencing the first and second metadata attributes thereof to identify actual and/or potential relationships, the context service upon matching the first and second service entities consolidating the matching first and second service entities into a single consolidated context entity and consolidating the first and second metadata attributes into a single consolidated set of metadata attributes describing a format of data of the single consolidated context entity and actions available to be performed on the single consolidated context entity; determining with reference to the consolidated set of metadata attributes that an action is available to be performed based on a corresponding classification of the availability of the action for each of the matched first and second service entities; and displaying the action available to be performed.