We argue that adaptivity requires mapping service interfaces onto multiple implementations, truly alternative interpretations of the same functionality. We then analyse two design solutions in which the alternative implementations are, respectively, full-fledged services and local components of a single service. We associate the latter with lower development costs and increased binding flexibility, and outline a strategy to deploy them dynamically as the payload of service plugins. The result is an infrastructure in which services exhibit multiple behaviours, know how to select the most appropriate behaviour, and can seamlessly learn new behaviours.