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Cloud computing is impacting the modern Internet computing and businesses in every aspect. One feature of clouds is the convenience of using the services offered by the cloud. Consequently, most cloud service providers use WS for users and developers to interface with the cloud. However, the current cloud WS are focused into core and fundamental modern computing functionalities. We anticipate as cloud developments tools mature and cloud applications become more popular, there will be an opportunity for designing and implementing applications/services to be embedded in the cloud for use by applications in the cloud. We propose a framework for WS deployment in the cloud to be usable by applications residing in the same cloud. The framework capitalizes on the cloud strong points to offer a higher value to the service consumer inside the cloud. The authoritative nature of clouds would enable more efficient models for WS publishing, indexing and description. Moreover, being hosted in the cloud, WScan build on the high scalability offered by the cloud with a much higher reliability. Finally, scheduling the instances using the WS in bundle with the WS instances could offer a LAN-like connectivity performance driving down the latency to the magnitude of lower microseconds. In this paper, we highlight the challenges and opportunities of cloud applications using cloud embedded Web services. We give a description of the different aspects by illustrating the different components, together with an end-to-end use case to show the applicability of the proposed system.