1. A computer implemented method comprising: receiving an indication of a selection of an item of an end-user application executing on a desktop, the selected item associated with a functionality provided by coded logic of the end-user application, wherein the selected item represents a modularization of a functional component of a service oriented architecture of an enterprise system, where the selected item provides a service of the enterprise system, and further wherein the functionality of the functional component is provided via a runtime engine that provides an execution platform for functional enterprise service components; identifying a target selected on the desktop; receiving an interaction command to have the selected item interact with the identified target during runtime of the selected item and the identified target; and initiating an action in response to receiving the interaction command, the action based on the functionality associated with the selected item, and a type of the target, where different actions are initiated for different combinations of functionality and type of the target, including storing relationship metadata at the runtime engine to indicate a relationship between the selected item and the target based on the action.