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Towards smart service research 2020 1010 v2



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  • 1. Towards Smart Service Research and Innovation in 2020
    Manoo Ordeedolchest
    Chairman ICT Policy
    Sripatum University
    The International ACM Conference on Management of Emergent Digital EcoSystem
    October 26, 2010
  • 2. The Vision
    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 the Web (Dion Hinchcliffe)
  • 3. Service Science, Management, Engineering and Design (SSMED)
    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. Toward a Technological Service Economy
    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. Technological elements to support service innovation
    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.
    Smart Tourism: Dynamic location based system, Near Field Communication related technologies, etc.
  • 6. Accelerate usage of the social computingThe Online Communitiessource: Dion Hinchcliffe
  • 7. The Two-Dimension of Service Innovation
    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)
  • 8. The Path to Service Innovation
    SSMED Transformation
    Advanced technological elements
    Low Apply social computing technologies High
  • 9. Increase Service Content
    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 its VARs. Ingram’s service offers great value to VARs; it gives VARs 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
  • 10. Innovating Smart Services
    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
  • 11. Smart Service with Smart Product
    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 Smart Windshield
  • 12. Market Reach through Online Community
    The case of extending “Customer Experience” to the existing product; the case of Honda (
    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)
  • 13.
  • 14. Business Transformation
    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
  • 15. Business TransformationFrom business of selling product to selling service
    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
  • 16. Five Perspectives on Service in Service Science (source: Bernd Stauss)
  • 17. Foundation for Development of Service Science (The Market Perspective)
    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
  • 18. Foundation for Development of Service Science (The Engineering Perspective)
    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
  • 19. Foundation for Development of Service Science (The Business Perspective)
    • Unified Service TheoryScott Sampson (2007)
    • 20. 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
    Customer input
    Supplier input
  • 21. The Map of Opportunity
    Advanced technological elements
    Low Apply social computing technologies High
  • 22. Where to go from here?
    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
  • 23. Where to go from here?
    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
  • 24. 23
    End of Presentation