The company's approach eliminates the need for technical coding in composite application development by reusing user interface "building blocks", known as UI Services. These services extend the concept of SOA to the user interface and fit well within enterprise architectures. Unlike portlets and gadgets, UI services provide the granularity and control required to build fit-for-purpose applications. The platform allows businesses to define, implement, and monitor user activities across application boundaries and provide composite, functional user interfaces for employees and customers to work across multiple applications from one interface.