Web service deployments can sneak up on you. One group publishes a service for processing payments, another exposes the API for key functions in the HR system, and before you know it, you've got dozens or even hundreds of services. But this isn't an SOA -- this is a mess. Management and governance are the business processes that turn that mess into an architecture that supports the business.
One of the key differences between services in a SOA environment and traditional I.T. applications is that services, as do products, have clearly defined functions and guarantees that target "consumers" -- applications or users that draw on services inside or outside the enterprise. This arrangement has implications for publication, reliability, and flexibility -- all issues that come under the broad header of "management."