The implementation of the Horizon 2020 in economies dominated by services requires the exploitation of the broad innovation potential that combines technological and non technological innovations and problem solving approach.
Empirical evidence confirms direct and indirect effects of services and service innovation on growth, employment and competitiveness of the economy (European Competitiveness Report, 2011).
New technologies provide important impetus for service innovation; however its drivers are much more related to non – technological dimensions and interactions with the users. Hence the traditional measures of innovation support (e.g. incentives for R&D) are insufficient to accelerate service innovation.
In the period 1995 – 2007 nearly all employment growth in the EU was due to services (EC, 2009), suggesting that service innovation could keep on being the main driver of future jobs creation.