Automated network service discovery and communication

A network switch includes a service registration database and a service discovery engine that is coupled to the service registration database. The service discovery engine receives a first service registration over a network from a first service included on a first service device and, in response, stores the first service registration in the service registration database. The service discovery engine then receives a multicast service discovery message over the network from a target device. The service discovery message includes a service identification. The service discovery engine then determines that the service identification is associated with the first service registration stored in the service registration database and, in response, sends a unicast service communication message over the network to the target device. The service communication message includes communication information for the first service. The service registration database may store a plurality of different service registrations for respective different services.