Google Earth is an easily accessible example of a service that a product might wish to utilize.

The Google Maps API allows products to include code that invokes the Google Earth service.

Here is a simple map

and here is the source code for constructing that display.

A service-oriented architecture does not necessarily have to be implemented with web services, but it is the predominant technique.

The services may be globally availabel such as Google Earth or they may be limited to an intranet, or be password protected.