This book constitutes the refereed proceedings of the First European Conference on Service-Oriented and Cloud Computing, ESOCC, held in Bertinoro, Italy, in September 2012. The 12 full papers, 3 short papers and 3 poster papers were carefully reviewed and selected from 57 submissions. The volume also contains 7 papers from the industrial track. The papers cover the following topics: cloud computing; service quality and analysis; service composition and evolution; composition; security; modeling; adaption.