It starts with building in new support for multi-tenancy, where you accommodate multiple, concurrent sessions for different clients or customers by keeping them well-partitioned. And it also involves new capabilities for bundling all the supporting attributes of a service, so each instance for each customer does not have to be assembled from scratch.
The multi-tenancy support comes by way of giving you the ability to, in effect, "segment" a service. It starts with the ESB recognizing which users are requesting the service and then managing execution within a logical partition or sandbox; if it's a new user, the ESB would create a new logical partition.
The result is that multiple users can reuse the same service, and because each deployment is logically separated, can tailor that service and target it to the appropriately walled off portion of the back end database.
