Future of cities and universities 20120619 v2

IBM University Programs worldwide, accelerating regional development (IBM Upward)

The Future of Cities & Universities:
A Service Science Perspective

Dr. James (“Jim”) C. Spohrer, spohrer@us.ibm.com
Innovation Champion and Director IBM UPward
(University Programs worldwide, accelerating regional development)

Workshop on Smart Communities – Future of Living and Social Web
CMU Silicon Valley, NASA Ames, Mountainview, CA USA, Tue June 19, 2012

© 2012 IBM Corporation

Outline
 The Global Opportunity (IBM Perspective)
– 1000’s of Smarter Cities Projects
– Example: Rio De Janeiro
– Analytics, Cloud, Growth Markets, Universities
– Individuals & Institutions Learning Together
– T-Shaped People & Regional Smart Camp Entrepreneurs

 Smarter Planet = Smarter Human-Serving Systems
– Smarter Planet
• Instrumented-Interconnected-Intelligent
• Internet-of-Things, Cloud Computing, Analytics
– Quality-of-Life (QoL)
• Less waste in flows (energy, materials, etc.)
• More development of capabilities
• Better governance and decision-making

 Service Science, Service Systems & Measurement
– Service = applying knowledge to benefit others (value-cocreation)
– Service science studies human-serving systems (service systems)
– Service systems = configure individuals, infrastructure, institutions, information
– QoL matters, university & urban innovations matter to business & society
– Business Measures = Productivity, Quality, Compliance, Innovation
– Societal Measures = Innovativeness, Equity, Sustainability, Resilience

2 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

4 IB M G M U E xte rnal R e lations 201 2

An al yt i c s i s e n ab l i n g c l i e n t s wi t h t r u s t e d
an d r e l e van t i n f o r mat i o n i n REAL TI ME
• For each industry the journey consists of a series of steps along a path of competencies to reach a
smarter outcome for organizations
• The power to pull together many sources of data in real time to source actionable insights and optimize
clients’ business
• Revenue IBM generated from Analytics solutions grew 16% from 2010

Through to 2015,
more than 85% of
Fortune 500
organizations will fail
to exploit ‘big data’ for
competitive
advantage

--Gartner Predictions
2012


D e ve l o p i n g c ap ab i l i t i e s t h at i mp r o ve
vi s i b i l i t y, c o n t r o l an d au t o mat i o n o f c l o u d
c o mp u t i n g s e r vi c e s

IB MS m artC loud
Business Process as a Service
Software as a Service

Platform as a Service

Infrastructure as a Service

IB MS m artC loud IB MS m artC loud IB MS m artC loud
F o u n d ati o n S e rvi c e s S o lu ti o n s
Private & Hybrid Clouds Managed Cloud Services Cloud Business Solutions
Cloud Enablement technologies Infra & platform as a Service Software & Business Process
as a Service

Commitment to open standards & broad ecosystems


C e n tral G re ate r
Au s trali a E as te rn Ch ina In d ia L ati n M i d d le E as t
N e w Z e alan d AS E AN E u ro p e G ro u p S o u th As i a K o re a Am e ri c a Afri c a
Brisbane Seoul Buenos Aires
Sydney Bandar Seri Begawan Sofia Chandigarh
Beijing Daejeon Daegu Cordoba
Auckland Jakarta Zagreb Luanda
Hong Kong Dehradun Kwangju Rosario
Perth Surabaya Prague Qatar
Taipei Delhi Pusan Rio de Janeiro
Adelaide Medan Brno Alexandria
Hefei Gurgaon Salvador
Hobart Makassar Ostrava Cairo
Xiamen Noida Fortalez
Ballarat Manila Tallinn Accra
Chongqing Jaipur Belo Horizonte
Melbourne Cebu Budapest Nairobi
Shanghai Lucknow Uberlandia
Wellington Chiangmai Almaty Casablanca
Beijing Guwahati Recife
Christchurch Bangkok Riga Port Louis
Tianjin Ahmedabad Curitiba
Lower Hutt Pattaya Vilnius Lagos
Fuzhou Indore Porto Alegre
DaNang Warsaw Karachi
Guangzhou Mumbai Campinas
Ho Chi Minh City Wroclaw Islamabad
Shenzhen Kolkata Joinville
Krakow Lahore
Nanjing Pune Anto fogasta
Gdansk Riyadh
Harbin Bhubaneshwar Medellin
Katowice Dakar
Shijiazhuang Hyderabad Cali
Poznan Johannesburg
Wuhan Vizag Guayaquil
Bucharest Pretoria
Zhengzou Bangalore Guadalajara
Timisoara Durban
Changsha Chennai Monterrey
Ufa Cape Town
Changchun Coimbatore Queretaro
Kazan Port Elizabeth
Nanning Kochi Lima
Rostov-on-Don Bloemfontein
Suzhou Nasik
Samara Dar es Salaam
Nanchang Colombo
Perm Tunis
Shenyang Dakkar
Novosibirrsk Abu Dhabi
Dalian
Krasnoyarsk Dubai
E s tab li s h e d Moscow
Taiyuah Ouangadougou
Qingdao
St Petersburg N’Djamena
p re s e n c e i n Ekaterinburg
Jinan Kinshasa
Xi’an
Belgrade Libreville
m an y Bratislava
Chengdu Accra
Urumchi
Banska Bystrica Lilongwe
G ro wth Kosice
Kunming Antananarivo
Hangzhou
Ljubljana Niamey
M ark e t Ankara
Ningbo Seychelles
Istanbul Freetown
c o u n tri e s ... Izmire Kampala
Dnepropetrovsk Lusaka
Kiev
Tashkent
8

Evo l vi n g r e g i o n al t al e n t & s k i l l s
IBM is making long term investments to develop talent for the growth markets
Government Global Placements & Collaboration with
Partnerships Mentoring Universities
Transferring knowledge and IBM works with 5,000 universities
By helping governments to and 10,000 faculties around the
establish new national expertise to the growth markets is
critical. One of the ways we do this globe. We have joint initiatives
research facilities, we are and investments with universities
helping to create new is to move experts into the market to
in Vietnam, Malaysia, India,
industries, helping to develop coach and train local teams. Russia, Brazil, Bulgaria, Egypt,
long terms skills curriculums China and Africa to encourage
like SSME. the training of skills required.


Our Past, Present, Future:
Refining Individuals & Institutions Learning Together

TECHNOLOGY IMMERSION
Any Device Learning Primary
School In
div
idu
Secondary al s
PERSONAL LEARNING PATHS School Le
ar Workforce
Student-Centered Processes Higher
nin Skills
g
Education Co
nt
Continuing inu
KNOWLEDGE SKILLS Education um The
Learning Communities Educational
Intelligent Continuum
• Aligned Data u m
GLOBAL INTEGRATION • Outcomes Insight t inu
n
Services Specialization Instrumented Co Economic
in g Sustainability
• Student-centric
rn
• Integrated Assessment
L ea
ECONOMIC ALIGNMENT Interconnected io ns
• Shared Services t ut
ti
ns
Systemic View of Education • Interoperable Processes
I

http://www-935.ibm.com/services/us/gbs/bus/html/education-for-a-smarter-planet.html

10 10 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

T-shaped professionals
depth & breadth

Many cultures
Many disciplines
Many systems
(understanding & communications)

BREADTH

Deep in one discipline

Deep in one system
Deep in one culture
DEPTH

(analytic thinking & problem solving)

11


Identifies entrepreneurs developing
businesses aligning with our Smarter
Planet vision.

SmartCamp finalists raised more than
$50m and received significant press in
Exclusive Networking and Wall Street Journal, Forbes and
Bloomberg
Mentoring event
-

Healthcare SmartCamp kickstart - Miami - May 15, 2012
Apply by April 27th

SmarterCities SmartCamp kickstart - New York - May 24, 2012
Apply by May 3rd

North America Regional SmartCamp - Boston - June 20 & 21, 2012
Apply by May 25th

apply now at www.ibm.com/isv/startup/smartcamp
12

North America SmartCamp lead: Eric Apse, eapse@us.ibm.com
University Programs lead: Dawn Tew, dawn2@us.ibm.com

What is Smarter Planet?
3 I’s = Smarter Systems (less waste, better decisions)

INSTRUMENTED INTERCONNECTED INTELLIGENT
We now have the ability People, systems and We can respond to changes
to measure, sense and objects can communicate quickly and accurately,
see the exact condition and interact with each and get better results
of practically everything. other in entirely new by predicting and optimizing
PRODUCTS ways.
IT NETWORKS COMMUNICATIONS
for future events.
WORKFORCE SUPPLY CHAIN TRANSPORTATION BUILDINGS


What improves Quality-of-Life?
Smarter Human-Serving Systems = Service System Innovations
* = US Labor % in 2009.

A. Systems that focus on flow of things that humans need (~15%*) 20/10/10
1. Transportation & supply chain
2/7/4
2. Water & waste recycling/Climate & Environment2/1/1
7/6/1
3. Food & products manufacturing 1/1/0
4. Energy & electricity grid/Clean Tech
5/17/27
5. Information and Communication Technologies (ICT access)
B. Systems that focus on human activity and development (~70%*)
1/0/2
6. Buildings & construction (smart spaces) (5%*) 24/24/1
7. Retail & hospitality/Media & entertainment/Tourism & sports (23%*)
2/20/24
7/10/3 (wealthy) (21%*)
8. Banking & finance/Business & consulting
5/2/2
9. Healthcare & family life (healthy) (10%*)
10. Education & work life/Professions & entrepreneurship (wise) (9%*)
3/3/1
C. Systems that focus on human governance - security and opportunity (~15%*) 0/0/0
11. Cities & security for families and professionals (property tax)
1/2/2
12. States/regions & commercial development opportunities/investments (sales tax)
0/19/0
13. Nations/NGOs & citizens rights/rules/incentives/policies/laws (income tax)
Quality of Life = Quality of Service + Quality of Jobs + Quality of Investment-Opportunities
“61 Service Design 2010 (Japan) / 75 Service Marketing 2010 (Portugal)/78 Service-Oriented Computing 2010 (US)”


Priorities: Succeeding through Service Innovation - A Framework for Progress
(http://www.ifm.eng.cam.ac.uk/ssme/)
Source: Workshop and Global Survey of Service Research Leaders (IfM & IBM 2008)

IBM University Programs worldwide, accelerating regional development (IBM Upward)
1. Emerging demand 2. Define the domain 3. Vision and gaps 4. Bridge the gaps 5. Call for actions

Service Service Service Stakeholder The white paper offers
a starting point to -
Innovation Systems Science Priorities
Growth in service Customer-provider To discover the Education
GDP and jobs interactions that underlying
enable value principles of Skills Develop programmes
Service quality cocreation complex service & Mindset & qualifications
& productivity systems
Dynamic Research
Environmental configurations of Systematically Encourage an
Knowledge
friendly & resources: people, create, scale and interdisciplinary
& Tools approach
sustainable technologies, improve systems
organisations and
Urbanisation & information Foundations laid Business
aging population by existing Employment
Increasing scale, disciplines Develop and improve
& Collaboration
Globalisation & complexity and service innovation
technology drivers connectedness of Progress in
Government roadmaps, leading to a
service systems academic studies doubling of investment
Opportunities for and practical tools Policies in service education
businesses, B2B, B2C, C2C, & Investment and research by 2015
governments and B2G, G2C, G2G Gaps in knowledge
individuals service networks and skills

Glossary of definitions, history and outlook of service research, global trends, and ongoing debate
© 2012 IBM Corporation

US National Academy of Engineering Grand Challenges
A. Systems that focus on flow of things humans need
1. Transportation & Supply Chain
Restore and enhance urban infrastructure
2. Water & Waste/Climate & Green tech
Provide access to clear water
3. Food & Products
Manager nitrogen cycle
4. Energy & Electricity
Make solar energy economical
Provide energy from fusion
Develop carbon sequestration methods
5. Information & Communication Technology
Enhance virtual reality
Secure cyberspace
Reverse engineer the brain

B. Systems that focus on human activity & development
6. Buildings & Construction (smart spaces)
Restore and enhance urban infrastructure
7. Retail & Hospitality/Media & Entertainment (tourism)
Enhance virtual reality
8. Banking & Finance/Business & Consulting
9. Healthcare & Family Life
Advance health informatics
Engineer better medicines
Reverse engineer the brain
10. Education & Work Life/Jobs & Entrepreneurship
Advance personalized learning
Engineer the tools of scientific discovery

C. Systems that focus on human governance
11. City & Security
Restore and improve urban infrastructure
Secure cyberspace
Prevent nuclear terror
12. State/Region & Development
13. Nation & Rights


California Human Development Report 2011:
From meaning-of-life to quality-of-life….

http://www.measureofamerica.org/docs/APortraitOfCA.pdf

Imagining quality-of-life innovations…


Resiliency: Capability to rebuild (and recycle) rapidly

China Broad Group:
30 Stories in 15 Days


Manufacturing as a local recycling & assembly service

Ryan Chin:
Urban Mobility


Self-driving cars

Steve Mahan:
Test “Driver”


City challenge: buildings and transportation

Ryan Chin:
Smart Cities


Cities: land-population-energy-carbon

Carlo Ratti:
Senseable Cities


Universities key to regions
Nation

 Three Streams State/Province
City/Metro
– Transfer knowledge For-profits U-BEE
Job Creator/Sustainer
– Create knowledge Cultural &
Conference
University
Hospital
Medical
College
Hotels Research
K-12
– Apply knowledge
to co-create value Non-profits Worker
(professional)
Family
(household)

 Nested Holistic Systems
– Flows
– Development
Third Stream is about U-BEEs =
– Governance University-Based Entrepreneurial
Ecosystems


Regional Competitiveness and U-BEEs:
Where imagined possible worlds become observable real worlds
http://www.service-science.info/archives/1056

Innovations Nation
Universities/ “The future is already
State/Province here (at universities),
Regions City/Region
Calculus (Cambridge/UK)
For-profits
it is just not evenly
Physics (Cambridge/UK) U-BEE
Computer Science (Columbia/NY) distributed.”
Microsoft (Harvard/WA) Job Creator/Sustainer
Yahoo (Stanford/CA) Hospital
Cultural & University
Google (Stanford/CA) Medical
Conference College
Facebook (Harvard/CA) Research
Hotels K-12
“The best way to
Non-profits Worker
(professional)
Family
(household)
predict the future
is to (inspire the next
generation of students
to) build it better.”

U-BEEs = University-Based Entrepreneurial Ecosystems, City Within City

Nations compete and cooperate: Universities important
% WW GDP and % WW Top-500-Universities (2009 Data)
9

Japan
8

7 y = 0,7489x + 0,3534
R² = 0,719 China
6 Germany

5
France

4 United Kingdom
Italy
%
G
D
o
b
P
a
g
l

3
Russia Brazil Spain
Canada
2 India
Mexico South Korea Australia
Turkey Netherlands
1
Sweden

0
0 1 2 3 4 5 6 7 8 9

% top 500 universities


Four measures

 Innovativeness

 Equity

 Sustainability

 Resiliency


A Framework for Global Civil Society

 Daniel Patrick Moynihan said nearly 50 years ago: "If you want to
build a world class city, build a great university and wait 200
years." His insight is true today – except yesterday's 200 years
has become twenty. More than ever, universities will generate and
sustain the world’s idea capitals and, as vital creators,
incubators, connectors, and channels of thought and
understanding, they will provide a framework for global civil
society.
– John Sexton, President NYU


Visit IBM Almaden Research Center, San Jose, CA

 Upcoming Conferences
– July 2012
• ISSS San Jose
• HSSE San Francisco

 More Information
– Blog
• www.service-science.info
– Twitter
• @JimSpohrer
– Presentations
• www.slideshare.net/spohrer
– Email
• spohrer@us.ibm.com


Thank-You! Questions?

“Instrumented, Interconnected, Intelligent – Let’s build a Smarter Planet.” – IBM
“If we are going to build a smarter planet, let’s start by building smarter cities” – CityForward.org
“Universities are major employers in cities and key to urban sustainability.” – Coalition of USU
“Cities learning from cities learning from cities.” – Fundacion Metropoli
“The future is already here… It is just not evenly distributed.” – Gibson
“The best way to predict the future is to create it/invent it.” – Moliere/Kay
“Real-world problems may not/refuse to respect discipline boundaries.” – Popper/Spohrer
“Today’s problems may come from yesterday’s solutions.” – Senge
“History is a race between education and catastrophe.” – H.G. Wells
“The future is born in universities.” – Kurilov
“Think global, act local.” – Geddes

Dr. James (“Jim”) C. Spohrer
Innovation Champion &
Director, IBM University Programs & open worldwide entrepreneurship research (IBM UPower) WW
spohrer@us.ibm.com


What is service science? A service system? The ABC’s?

Design/
Cognitive Science Systems
Engineering
“service science is “a service system is a
the transdisciplinary study of human-made system to improve
service systems & provider-customer interactions
value-cocreation” and value-cocreation outcomes,
by dynamically configuring resource
Marketing access via value propositions,
most often studied by many disciplines,
one piece at a time.”

The ABC’s:
The provider (A)
and a customer (B)
transform a target (C)

Computer Science/
Artificial Intelligence Economics & Law Operations

Systems-Disciplines Framework: Depth & Breadth
systems Systems that focus on flows of things Systems that support people’s activities Systems that govern
transportation & ICT & retail & healthcare
food & education city state nation
disciplines supply chain water & energy
products & electricity
cloud building & hospitality banking & family
&work secure scale laws
waste construction & finance
behavioral sciences
Customer
stakeholders

e.g., marketing

Provider management sciences
e.g., operations
Observe Stakeholders (As-Is)
political sciences
Authority
e.g., public policy
learning sciences
Competitors e.g., game theory
and strategy
cognitive sciences
People
e.g., psychology
resources

system sciences
Technology
e.g., industrial eng.
information sciences
Observe Resource Access (As-Is)
Information
e.g., computer sci
organization sciences
Organizations
e.g., knowledge mgmt

History social sciences
change

e.g., econ & law
(Data Analytics)
decision sciences
Imagine Possibilities (Has-Been & Might-Become)
Future e.g., stats & design
(Roadmap)
run professions
Run
e.g., knowledge worker
Transform
value

(Copy)
transform professions
e.g., consultant
Realize Value (To-Be)
Innovate innovate professions
(Invent)
e.g., entrepreneur


IBM’s Leadership Changes

IBM has 426,000
employees worldwide
2011 Financials
22% of IBM’s revenue
 Revenue - $ 106.9B
in Growth Market
 Net Income - $ 15.9B
countries; growing at
11% in 2011  EPS - $ 13.44
 Net Cash - $16.6B More than 40% of IBM’s
workforce conducts business
away from an office

55% of IBM’s Workforce
IBM operates in 170 is New to the company in
countries around the globe the last 5 years
Number 1 in patent
generation for 19
100 Years of Business consecutive years ;
& Innovation in 2011 6,180 US patents
awarded in 2011 The Smartest Machine On Earth
9 time winner of the 5 Nobel
President’s National Laureates
Medal of Technology
& Innovation - latest “Let’s Build a Smarter
award for Blue Gene Planet"
Supercomputer


Up-Skill = New Venture = Graduates with
Smarter Planet skills
= High-Growth
Cycle = Acquisition = IBMer moving from
Acquisition/
New IBM BU
mature BU to acquisition
(Growing)
= IBMer moving into
IBMer on Campus role
(help create graduates = High-Productivity/
University-Region1 with Smarter-Planet skills, Mature IBM BU
help create Smarter Planet
oriented new ventures; (Shrinking)
Refresh skills

University-Region2
IBM


Sustainability/Resilience & Innovation: Local-p global-i supply chains
World as System of Systems
World (light blue - largest)
Nations (green - large)
States (dark blue - medium)
Cities (yellow - small)
Universities (red - smallest)

Cities as System of Systems
Developed Market -Transportation & Supply Chain
Nations -Water & Waste Recycling
(> $20K GDP/Capita) -Food & Products ((Nano)
-Energy & Electricity
-Information/ICT & Cloud (Info)
-Buildings & Construction
Emerging Market -Retail & Hospitality/Media & Entertainment
Nations -Banking & Finance
(< $20K GDP/Capita) -Healthcare & Family (Bio)
-Education & Professions (Cogno)
-Government (City, State, Nation)

Nations: Innovation Opportunities
- GDP/Capita (level and growth rate)
- Energy/Capita (fossil and renewable)


~250 years of infrastructure transformations
Installation Crash Deployment
Irruption Frenzy Synergy Maturity
• Formation of Mfg. industry
1 The I ndust r i al 1771
Panic • Repeal of Corn Laws 1829
Revol ut i on 1797
opening trade

• Standards on gauge, time
A ge of St eam Panic
2 and Rai l ways
1829
1847
• Catalog sales companies 1873
• Economies of scale

A ge of St eel , Depressio • Urban development
3 El ect r i ci t y 1875
n • Support for interventionism
1920
1893
and Heavy
Engi neer i ng • Build-out of Interstate
A ge of Oi l , Crash
4 A ut omobi l es
1908
1929 highways 1974
• IMF, World Bank, BIS
and Mass Pr oduct i on
Coming period of
A ge of I nf or mat i on Credit Crisis
5 and
1971 2008 Institutional Adjustment
and Production Capital
Tel ecommuni cat i ons
Source: Carlota Perez, Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages; (Edward Elar Publishers, 2003).


~100 years of US job transformations

Source: US Bureau of Economic Analysis; McKinsey Global Institute Analysis

We need better frameworks, theories, and models of…
 Four I’s
Cultural Information
– Infrastructure
(Quality-of-Life Measures)
– Individuals
– Institutions
– Information
Individuals Institutions
 Four Measures (Skills) (Rules, Jobs)
– Innovativeness
– Equity
– Sustainability Societal Infrastructure
– Resiliency (Technologies & Environment)

Service systems entities learn to apply knowledge

Learning
To Apply Knowledge

Do It Invent It
Exploitation Exploration

Run Transform Innovate

Operations L Internal Incremental

Maintenance
Copy It External Radical

Insurance Interaction Super-Radical

March, J.G. (1991) Exploration and exploitation in organizational learning. Organizational Science. 2(1).71-87.
Sanford, L.S. (2006) Let go to grow: Escaping the commodity trap. Prentice Hall. New York, NY.


Service Science: Conceptual Framework
Ecology
(Populations & Diversity)

Entities Interactions Outcomes
(Service Systems, both (Service Networks, (Value Changes, both
Individuals & Institutions) link, nest, merge, divide) beneficial and non-beneficial)

Identity Value Proposition Governance Mechanism Reputation
(Aspirations & Lifecycle/ (Offers & Reconfigurations/ (Rules & Constraints/ (Opportunities & Variety/
History) Incentives, Penalties & Risks) Incentives, Penalties & Risks) History)

Access Rights Measures
(Relationships of Entities) (Rankings of Entities)
lose-win win-win prefer sustainable
lose-lose win-lose non-zero-sum
Resources Stakeholders outcomes,
(Competences, Roles in Processes, (Processes of Valuing, i.e., win-win
Specialized, Integrated/Holistic) Perspectives, Engagement)

 Resources: People, Organizations, Technology, Shared Information
 Resources: Individuals, Institutions, Infrastructure, Information
 Stakeholders: Customers, Providers, Authorities, Competitors
 Measures: Quality, Productivity, Compliance, Sustainable Innovation
 Access Rights: Own, Lease, Shared, Privileged
Spohrer, JC (2011) On looking into Vargo and Lusch's concept of generic actors in markets, or
“It's all B2B …and beyond!” Industrial Marketing Management, 40(2), 199–201.


14B Where is the “Real Science” - wonders to appreciate? 10K
Big Bang In the many sciences that study the natural and human-made worlds… Cities
(Natural Unraveling the mystery of evolving hierarchical-complexity in new populations… (Human-Made
Time
World) To discover the world’s architectures and mechanisms for computing non-zero-sum
Entity Architectures (ЄN) of nested, networked Holistic-Product-Service-Systems (HPSS)
World)

writing
(symbols and scribes,
stored memory
and knowledge)

written laws

ECOLOGY
(governance and
stored control)

sun (energy) money
earth (governed
(molecules & transportable value
stored energy) stored value,
“economic energy”)
bacteria
(single-cell life)

bees (social
sponges transistor
division-of-labor)
(multi-cell life) (routine
cognitive work) universities
(knowledge workers
clams (neurons) printing press (books
trilobites (brains) 200M 60 steam engine (work)

Measuring Impact

 SSME: IBM Icon of Progress & IBM Research Outstanding Accomplishment
– Internal 10x return: CBM, IDG, SDM Pricing & Costing, BIW COBRA, SIMPLE, IoFT, Fringe, VCR
• Key was tools to model customers & IBM better
• Also tools to shift routine physical, mental, interactional & identify synergistic new ventures
• Alignment with Smarter Planet & Analytics (instrumented, interconnected, intelligent)
• Alignment with Smarter Cities, Smarter Campus, Smarter Buildings (Holistic Service Systems)
– External: More than $1B in national investments in Service Innovation activities
– External: Increase conferences, journals, and publications
– External: Service Science SIGs in Professional Associations
– External: Course & Program Guidelines for T-shaped Professionals, 500+ institutions
– External: National Service Science Institutions, Books & Case Studies (Open Services Innovation)

 Service Research, a Portfolio Approach
– 1. Improve existing offerings (value propositions that can move the needle on KPI’s)
– 2. Create new offerings (for old and new customers)
– 3. Improve outcomes insourcing, outsourcing, acquisitions, divestitures (interconnect-fission-fusion)
– 4. For all three of the above, improve customer/partner capabilities (ratchet each other up)
– 5. For all four of the above, increase patents and service IP assets (some donated to open forums)
– 6. For all five of the above, increase publications and body-of-knowledge (professional
associations)


Who I am
 Director IBM Global University Programs since 2009
– Global team works with 5000 university world wide (http://www.ibm.com/university)
– Research (Awards), Readiness (Skills), Recruiting, Revenue, Responsibility
– Transform “IBM on Campus” brand awareness (“Smarter Planet/Smarter Cities”)
– Create “Urban Service System” Research Centers & U-BEEs
 Founding Director of IBM's first Service Research group from 2003-2009
– Almaden Research Center, San Jose, CA
– 10x ROI with four IBM outstanding and eleven accomplishment awards
– Improve existing offerings, create new, portfolio synergies, partners, patents, publications
– I know/work with service research pioneers from many academic disciplines
• I advocate for Service Science, Management, Engineering, and Design (SSME+D)
– Short-term: Curriculum (T-shaped people, deep in an existing discipline)
– Long-term: New transdiscipline and profession (awaiting CAD tool)
• I advocate for SRII (“one of the founding fathers”)
• Co-editor of the “Handbook of Service Science” (Springer 2010)
 Other background (late 90’s and before)
– Founding CTO of IBM’s Venture Capital Relations group in Silicon Valley
– Apple Computer’s (Distinguished Engineer Scientist and Technologist) award (90’s)
– Ph.D. Computer Science/Artificial Intelligence from Yale University (80’s)
– B.S. in Physics from MIT (70’s)


Eleven levels of systems

Level AKA ~No. People ~No. Entities Example
0. Individual Person 1 10,000,000,000 Jim
1. Family Household 10 1,000,000,000 Spohrer’s
2.Neighborhood Street 100 100,000,000 Kensington
3. Community Block 1000 10,000,000 Bird Land
4. Urban-Zone District 10,000 1,000,000 SC Unified
5. Urban-Center City 100,0000 100,000 Santa Clara
6.Metro-Region County 1,000,000 10,000 SC County
7. State Province 10,000,000 1,000 CA
8. Nation Country 100,000,000 100 USA
9. Continent Union 1,000,000,000 10 NAFTA
10. Planet World 10,000,000,000 1 UN


Societal resiliency includes all levels

Matryoska dolls:
Origin Japanese


What is the future? We can imagine many possibilities…

Kurzweilai.net

Future of cities and universities 20120619 v2

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