1. A method comprising: reconfigurably allocating a plurality of services across a plurality of cloud computing resources in dynamically implementing a plurality of applications, each service of the plurality of services executing different functionality using one or more cloud computing resources of the plurality of cloud computing resources; reconfigurably linking a plurality of protocols to the plurality of services, each particular protocol of the plurality of protocols modifying signaling or messaging of at least one service linking to the particular protocol, the plurality of protocols comprising one or more of a first protocol encrypting messaging produced from a service of the plurality of services linked to the first protocol, a second protocol converting messaging in a first format produced from a service of the plurality of services linked to the second protocol to a different second format, and a third protocol communicably coupling a service of the plurality of services linked to the third protocol to a plurality of different user devices; receiving from a particular customer over an online interface, input comprising (i) a first set of the plurality of services and a first set of the plurality of protocols used in implementing a first application and (ii) an expected usage of the first application by users; determining a quantity of each of the first set services used in implementing the first application based on the expected usage; generating in response to said input from the online interface by operation of a computer processor, a tree structure defining the first application implementation, the tree structure comprising a first layer with a branch having a first node identifying a domain of the particular customer and a second node identifying the first application, a second layer with a set of service nodes linked to the second node in the first layer, and a third layer with a set of protocol nodes linked to the set of service nodes in the second layer, wherein the set of services nodes represent the first set of services allocated to the first application and the set of protocol nodes represent the first set of protocols allocated to the first application based on said input and said quantity; and implementing the first application according to said tree structure, wherein said implementing comprises (i) provisioning a set of the plurality of cloud computing resources for said first application, (ii) executing said quantity of the first set of services on behalf of the particular customer across the set of cloud computing resources, and (iii) adapting signaling or messaging of the first application with the first set of the plurality of protocols, wherein adapting said signaling or messaging comprises one or more of (a) encrypting messaging of at least one service of the first set of services in response to the third layer of the tree structure linking a protocol node of the first protocol to a service node of the at least one service in the second layer of the tree structure, (b) converting messaging format of at least one service of the first set of services from an original first protocol format to a different second protocol format in response to the third layer of the tree structure linking a protocol node of the second protocol to a service node of the at least one service in the second layer of the tree structure, and (c) establishing connections between at least one service of the first set of services and a set of devices in response to the third layer of the tree structure linking a protocol node of the third protocol to a service node of the at least one service in the third layer of the tree structure.