Enterprises are increasingly being exposed to a number of changes stemming from the overall business environment and their collaborative network of users and partners. Current techniques and models created by using standard frameworks such as Enterprise Architecture are not able to cover relevant design aspects required for service interactions, thus new design elements and aspects stemming from new concepts such as Ecosystem Architectures are being introduced. This paper focuses on introduction of innovative method and models for service design and selection in complex ecosystem environments by focusing on business model definition and value oriented aspects used in service composition.