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Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
Towards smart service research 2020 1010 v2
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Towards smart service research 2020 1010 v2

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  • 1. ManooOrdeedolchest Chairman ICT Policy Sripatum University The InternationalACM Conference on Management of Emergent Digital EcoSystem October 26, 2010
  • 2.  Advances in digitization is increasing opportunities to create new products and services and transform businesses (Prahalad and Ramaswamy)  New economic, social, government, and cultural models emerging globally, largely driven by theWeb (Dion Hinchcliffe)
  • 3.  SSMED is an interdisciplinary approach to the study, design, and implementation of services systems  Service science encompasses the application of scientific, engineering and management disciplines to tasks that one organization performs beneficially for others, generally as part of the services sector of the economy (Springer)
  • 4.  Industrialized nations have only two technological avenues ahead to preserve or improve competitiveness:  Enhancement of their tech contents (high-tech strategy)  Acceleration and/or improvement of their existing tech contents (low-tech strategy) (Giancarlo Migliori)
  • 5.  NECTEC has launched a number of sponsored and collaborative research programs aiming at enhancing a set of core technologies to support service innovation in various domains such as:  Smart health: Bio sensor, image processing, CT scanner, etc.  Smart Agriculture: Food safety related technologies, Climate change forecasting and monitoring related technologies, etc.  Smart education: Interactive voice response, learning pedagogy related technologies, etc.  SmartTourism: Dynamic location based system, Near Field Communication related technologies, etc.
  • 6.  Mapping the Service Science, Service Management, and Service Engineering and Design along the two-dimension of service innovation  The technological innovation (Technology enhancement)  Accelerate usage of the social computing (Technology improvement)
  • 7. Smart Services: Invent smart product. Case of General Motors Smart Windshields to guide drivers Business transformation: Tire co. mileage based service; from product to service Increase service contents: Competing in service. Case of Ingram Micro Seismic service Market reach: Co- creation, Self-service, Social CRM. Case of “BuildYour Honda” via Honda e-Commerce Advancedtechnologicalelements Low Apply social computing technologies High High Low
  • 8.  Introduce new services in order to add more value to the product  The case of Ingram Micro Seismic service  Ingram provides the Remote Network Monitoring and Management system to itsVARs. Ingram’s service offers great value toVARs; it givesVARs the ability to: ▪ Proactively diagnose failure modes in advance ▪ Perform system maintenance before an outage occurs ▪ Fix the problem remotely without having to deploy technicians to the client site
  • 9.  Smart services are intelligence built within products; it is about awareness and connectivity rather than bundling products with upkeep and upgrades. It requires enhanced technologies.  The case of GM’s innovation of the Smart Windshield to enhance vision of the road for drivers
  • 10. To enhance vision of the road. By using an infrared sensor to detect where the edge of the road is, we can show you that edge by highlighting it on the windshield and that can be very helpful if you're driving through foggy conditions. GM SmartWindshield
  • 11. The case of extending “Customer Experience” to the existing product; the case of Honda (www.ehonda.com)  Honda customization service through eCommerce site allows customer select model, features, color, etc. through an interactive visual web portal (see the sample view next page)
  • 12. From business of selling product to selling services  Tire manufacturers are changing the selling model to a charge for service model—charge per mile of usage  They use RFID/sensor technologies and GPS to track speed and weight of loading, etc. as the basis for charge calculation
  • 13.  Tire manufacturers are changing the selling model to a charge for service model—charge per mile of usage  They use RFID/sensor technologies and GPS to track speed and weight of loading, etc. as the basis for charge calculation
  • 14. 16
  • 15.  Service dominant logic (Vargo, Lusch 2006)  Service is the basis of all exchange  Indirect exchange among service systems becomes a complex market with goods plays the roles facilitating the process of exchange  Value is always coreated and the firms cannot create and deliver value; they can only propose value  The service systems are characterized as resource integrators
  • 16.  Service scaling and transformation theory (Cheng Hsu, 2009)  It is concerned with advancing values to persons, organizations, and society through new business designs and service systems by digital connections scaling. A design science accompanies the theory to enable the service systems of population-oriented cocreation
  • 17.  Unified ServiceTheory Scott Sampson (2007)  Service Science is the science of consumer- producer interactions which involve producers satisfying needs of individual consumers by directly acting upon consumer resources of self, belongings, and/or information Service Production Process Customer Customer input Supplier input output
  • 18. Smart Services: Invent smart product. Case of General Motors SmartWindshields to guide drivers Business transformation: Goodyear mileage based service; from product to service Increase service contents: Competing in service. Case of Ingram Micro Seismic service Market reach: Co-creation, Self- service, Social CRM. Case of “BuildYour Honda” via Honda e- Commerce Advancedtechnologicalelements Low Apply social computing technologies High High Low Producti vity Innova tion Growth Transfor mation
  • 19.  In service science: we still need to understand a whole lot about service quality, customer expectation, issues such as user control, access, confidence and trust, and user experience.  In service management: we need to understand value creation, brand management, personalization, coproduction, managing for emergent behavior, knowing when and how to capitalize on the innovations
  • 20.  In service engineering: we need to know how to adopt SOA and create a suitable service platform, not only standard but adtoping and using effectively.  In service design:We need to know to unify in a user centric design guided service devlopment process, emphasize on user interface and customer interaction at touch points
  • 21. 23

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