1. A method for coordinating an on-demand communication-based mashup service, comprising the steps of: resolving a dynamic context of a receiver derived out of one or more mashed up web applications; configuring a communication service with at least one parameter of the dynamic context of the receiver; and coordinating the communication service dynamically with protocol-level control at run-time with the one or more mashed up web applications based on the at least one parameter of the dynamic context of the receiver to compose an on-demand communication-based mashup service, wherein coordinating the communication service dynamically with protocol-level control at run-time with the one or more mashed up web applications based on the at least one parameter of the dynamic context of the receiver to compose an on-demand communication-based mashup service comprises using a service rules repository and a rules engine to leverage a mapping between one or more events captured by a service interface and a corresponding activity context to invoke a designated activity, and wherein the communication-based mashup service is composed in a mashup environment, and wherein the service is customizable based on the dynamic context of the receiver.