Abstract: A collaboration database service allows end users to create and collaborate on custom databases as any other type of productivity content (presentations, word processing documents, spreadsheets, etc.). Providing a more data centric experience rather than formatting centric may allow for a malleable experience. The custom entities the user defines may indicate how to best display the data on various devices, what rules should be enforced, and what actions need to be taken on behalf of the user. A collaboration database service according to embodiments may not only provide easy creation and sharing of various databases across devices, but also integrate and interoperate with various productivity application workloads. Each productivity application may play a unique role, and those individual strengths may be highlighted in an example service to bring the system together.