A business entity service is a set of operations that run MDM Hub code to create, update, delete, and search for records in a business entity. You can develop a custom user interface that can run Java code or JavaScript code to make business entity service calls.

By using business entity services, which are generated directly from the BE data model, you can hide the complexity of the MDM Hub table structure from end users.

You can design user interface layouts that can contain standard and custom components, such as a Twitter feed. Business analysts can easily create layouts targeted at specific user roles.

With subject areas, you cannot merge child records. With business entities, you can merge child records that are at the same descendant level.

Business entity views represent a condensed version of a business entity. You can simplify integration with existing systems by using business entity views to create a view that matches your existing processes.

You can augment your business entity data with data from third-party data providers. You can integrate with DaaS providers to access data that is reliable, accurate, and complete.

A subject area can include descendant records up to the grandchild level. Business entity models can have an unlimited depth of descendant records.

The Entity 360 framework screens (also called E360 views) are cleaner, more colorful, and more intuitive.

A full-text search on business entities retrieves data faster than a faceted search on subject areas.