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The increasing usage of smart embedded devices in business blurs the line between the virtual and real worlds. This creates new opportunities to build applications that better integrate real-time state of the physical world, and hence, provides enterprise services that are highly dynamic, more diverse, and efficient. Service-Oriented Architecture (SOA) approaches traditionally used to couple functionality of heavyweight corporate IT systems, are becoming applicable to embedded real-world devices, i.e., objects of the physical world that feature embedded processing and communication. In such infrastructures, composed of large numbers of networked, resource-limited devices, the discovery of services and on-demand provisioning of missing functionality is a significant challenge. We propose a process and a suitable system architecture that enables developers and business process designers to dynamically query, select, and use running instances of real-world services (i.e., services running on physical devices) or even deploy new ones on-demand, all in the context of composite, real-world business applications.