US Patent 8219608 Scalable architecture for web services

System and method for providing a customized service in a network. The system comprises at least one originating device that provides an identifier of one of a user and a product associated with the user (Tag ID) and an identifier of the customized service (Object ID). It further includes a processor that supports an action table. The processor receives the Tag ID and Object ID from the at least one originating device, and uses at least the received Tag ID and Object ID to look up a corresponding action in the action table. A servicing node in the system receives the action and performs at least partial execution of the action, thereby generating results comprising the customized service.