1. A computer-implemented method comprising: parsing a received request for service-related data to generate a lookup key used to determine a subject mashup service to service the request; retrieving a subject mashup service definition from an entry in a service repository, wherein the mashup service definition is identified using the lookup key which includes a namespace, a service name, and a service version; retrieving a generic mashup service provider registered in the service repository entry; identifying, using the generic mashup service provider, a mashup subservice factory needed for instantiation and initialization of a generic entity data model (EDM) provider used to instantiate the subject mashup service; retrieving, using the generic mashup service provider, subservice definitions of subservices associated with the subject mashup service definition; instantiating, using a computer and the mashup subservice factory, subservices using the subservice definitions; and transmitting a request to the generic mashup service provider to retrieve the service-related data from the instantiated subservices.