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Service orientation has been touted as one of the most important technologies for designing, implementing and deploying large scale service provision software systems. In this position paper we attempt to investigate an initial classification of challenge areas related to service orientation and service-oriented systems. We start by organizing the research issues related to service orientation in three general categories- business, engineering and operations, plus a set of cross-cutting concerns across domain. We further propose the notion of Service Strategy as a binding model for these three categories. Finally, concluding this position paper, we outline a set of emerging opportunities to be used for further discussion.