The document presents a framework for modeling service relationships within service networks, emphasizing the definitions and structures that constitute a service network. It discusses various types of service systems, their interconnections, and the importance of capturing the complexities of service relationships to enhance service interactions. Key methodologies and implementations, including the use of semantic frameworks and existing ontologies, are explored to facilitate the analysis and optimization of service systems in various domains.

1. Departamento de Engenharia Informática
FCTUC FACULDADE DE CIÊNCIAS E TECNOLOGIA da UNIVERSIDADE DE COIMBRA
Modeling Service Relationships
for Service Networks
Jorge Cardoso
Dept. Engenharia Informatica/CISUC
University of Coimbra
Coimbra, Portugal
jcardoso@dei.uc.pt
// 07/08 February 2013 //
International Conference on Exploring Service Science
Porto, Portugal
Cardoso, J. Modeling Service Relationships for Service Networks. In 4th International Conference on
Exploring Service Science (IESS 1.3), pages 114-128, Springer, LNBIP, Porto, Portugal, 2013.

2. The importance of services
Service
economies
Self-services
Consulting IT Services Cloud services
Software
Manual Semi-automatic Fully Automated
2013 Genessiz: Center for Large-Scale Service System Research 2

3. …energy grids, water systems, wireless mobile networks...
The importance of networks
World Wide Web Linked Data Social Networks
Financial/Political Networks Railway Network Food chain Networks
2013 Genessiz: Center for Large-Scale Service System Research 3

4. Internet Academic citations
Information Patent citations
Software classes
Airline routes Networks Word classes
Railway routes Preference
Roadways WWW
Telephone Technological P2P
Delivery Networks
Electric power grids
Electronic circuit
Service
Science
Handbook of
Service Science (2010) Service
Service
Networks
Networks
Network
Science Metabolic pathways
Social Protein interactions
Friendship Networks Genetic regulatory
Sexual contact Neural
Intermarriages Blood vessels
Business Relationships Biological Food web
Science on Networks
Special Issue (2009) Communication Records Networks
Collaboration
2013 Genessiz: Center for Large-Scale Service System Research 4

5. …definitions…
“A service network is defined as a graph structure
composed of service systems which are nodes
connected by one or more specific types of
service relationship, the edges.”
”A service system is a
functional unit with a
boundary through which
interactions occur with
the environment, and,
especially, with other
service systems.”!
2013 Genessiz: Center for Large-Scale Service System Research 5

6. _Business services_
_Business services_ _Business services_
_Business services_
_Business services_
_Business services_
_Business services_
_Business services_
_Business services_
_Business services_
_Business services_ _Business services_
_Business services_ _Business services_
Service Network Modeling
_Business services_ _Business services_
_Business services_
_Business services_ _Business services_
_Business services_ _Business services_
_Business services_
_Business services_
_Business services_
_Business services_
2013 _Business services_
Genessiz: Center for Large-Scale Service System Research 6
_Business services_

7. OSSN Construction
• Similar to LD, SN, and Global
WWW Glo scale
– Leaves decisions in the bal
hands of market player Supply
– Consumers indicate Supply Networks
providers
– Increase transparency Supply
Chains
Single
Bottom-up Services
Beyond dyads!
2013 Genessiz: Center for Large-Scale Service System Research

8. Basic Building Blocks
Service System Service Relationship
Open Semantic Service
Relationship (OSSR)
• Service description
• Follows Linked Data principles • Relationship description
• Simplicity for computation and • Interconnects services
modeling
• Multi-layer
• Reuse existing vocabularies
• Follows Linked Data principles
• Means for publishing and
interlinking distributed data • Reuse existing vocabularies
• [CPL+13][CM12][CPL+12][CB • Means for interlinking service
M+10] descriptions/systems
2013 Genessiz: Center for Large-Scale Service System Research 8

9. Service Systems
2013 Genessiz: Center for Large-Scale Service System Research 9

10. http://www.linked-usdl.org/
www.internet-of-services.com
Linked USDL:Core
Linked USDL:Pricing
Linked USDL:SEC
Linked USDL:SLA
2013 Genessiz: Center for Large-Scale Service System Research 10

11. Service Description
Modeling http://aws.amazon.com/ec2/
2013 Genessiz: Center for Large-Scale Service System Research 11

12. :pricing_EC2_Small_EU_Windows_ReservedInstance_Light_1yr a price:PricePlan ;
dcterms:description "Price plan for a 'Small' EC2 Reserved Instance in Europe with Windows, light
utilization and a one year contract duration."@en ;
@prefix price: <http://www.linked-usdl.org/ns/usdl-pricing#>
price:hasContractDuration
[ a gr:QuantitativeValue ;
gr:hasValueInteger "1" ;
gr:hasUnitOfMeasurement "ANN" ] ;
price:hasBillingCycle
[ a gr:QuantitativeValue ;
gr:hasValueInteger "1" ;
gr:hasUnitOfMeasurement "MON" ] ;
price:hasPriceComponent
:priceComponent_Small_EU_Windows_ReservedInstance_Light_1yr_General_Upfront ,
:priceComponent_Small_EU_Windows_ReservedInstance_Light_1yr_General_Hourly ,
:priceComponent_Small_EU_Windows_ReservedInstance_Light_1yr_General_Upfront a price:PriceComponent
;
dcterms:title "General costs upfront"@en ;
dcterms:description "One-time fee for general usage of the instance."@en ;
price:isLinkedTo
…
price:hasPrice
[ a gr:UnitPriceSpecification ;
gr:hasCurrency "USD" ;
gr:hasCurrencyValue "69" ;
gr:hasUnitOfMeasurement "C62" ] .
2013 Genessiz: Center for Large-Scale Service System Research 12

13. Service Relationships
2013 Genessiz: Center for Large-Scale Service System Research 13

14. The relationship problem…
• Relations provided by RDFS,
FOAF, SIOC, SKOS,…
– rdfs:subClassOf,
owl:EquivalentClass
– owl:sameAs, rdfs:seeAlso,
foaf:knows, …
• Limited and not suitable to
connect all the world’s services.
• One approach
– Connect services via multiple
types of connection layers
– Capture the inherent richness and
characteristics of services
• This goes well beyond the
connection of services treated
simply as unidimensional nodes
2013 Genessiz: Center for Large-Scale Service System Research 14

15. Limitations of existing approaches
<http://dbpedia.org/resource/Amsterdam>
owl:sameAs <http://rdf.freebase.com/ns/...> ;
owl:sameAs <http://sws.geonames.org/2759793> ;
...
(?)
<http://sws.geonames.org/2759793>
owl:sameAs <http://dbpedia.org/resource/Amsterdam>
wgs84_pos:lat "52.3666667" ;
wgs84_pos:long "4.8833333";
geo:inCountry <http://www.geonames.org/countries/#NL> ;
...
2013 Genessiz: Center for Large-Scale Service System Research
15

16. Approach for OSSR
• Inductive reasoning
– Literature review on “relationship(s)” , case studies, observations, …
– articles in GoogleScholar, Springer, Taylor&Francis, and Google
Books
• Our experience
– a-USDL, USDL, and Linked USDL OSSR model
foundations
2013 Genessiz: Center for Large-Scale Service System Research 16

17. Service Role
• The role of the service systems involved in a
relationship
• Customers
Competit • Avis Scandinavia
or
• Supliers
• Oracle 11g or IBM DB2 database support
services.
Supplier
Service Custome
System r • Competitors
• SalesForce.com Sales Cloud, Microsoft
On-Demand Dynamics CRM, and Oracle
CRM OnDemand
Comple
mentor • Complementors
• Sage ERP and Sugar ERP Business Suite
are complementors of SugarCRM
14. T. Ritter, I. F. Wilkinson, and W. J. Johnston, Managing in complex business networks," Industrial
Marketing Management, vol. 33, no. 3, pp. 175-183, 2004.Service System Research
2013 Genessiz: Center for Large-Scale 17

18. Degree in Social Networks
• Structural location
B
• Actor A has more
opportunities than
others G C
• Power of A A
 A+B+C+D+E+F+G
F D
• If actor D elects to not
provide A with a
resource, A has other E
places to go to get it
2012 Genessiz: Center for Large-Scale Service System Research 18

19. Degree in Service Networks
• Structural location and
node semantics B
• Power of A G C
 + aG+aF
 - bB - bC A
 + cE
 + dD F D
• Degree does not mean E Customers
power! Supliers
Competitors
Complementors
2012 Genessiz: Center for Large-Scale Service System Research 19

20. Level
• The level at which a relation is established
– Activity
– Resources, or
– People
Service A Service B Service C Service D
• Activity • Activity • Activity • Activity
• Resources • Resources • Resources • Resources
• People • People • People • People
Level Homophily: The extent to which service systems form ties with similar
versus dissimilar others at a particular level.
Similarity can be defined by service industry, firms size, SME/large enterprise,
geographical distance (related to propinquity), etc.
2013 Genessiz: Center for Large-Scale Service System Research 20
15. H. Hakansson and I. Snehota, Developing relationships in business networks. Routledge, 1995.

21. Involvement
• Involvement is the strength of a relationship.
• 1. Low-involvement
• 2. High-involvement SugarCRM Epicom
• e.g,
– Number of customized business applications made by Epicom for SugarCRM
– Number of customers and users the customizations have
• Implications
– Low involvement is associated with bridges (provide the only link between
two services)
– Strong relationships are associated with homophily and propinquity
9. L.-E. Gadde and I. Snehota, Making the most of supplier relationships," Industrial
Marketing Management, vol. 29, no. 4, pp. 305-316, 2000. Service System Research
2013 Genessiz: Center for Large-Scale 21

22. Comparison
• The comparison of service
systems involved in a Ultimate
relationship
Enterprise
• SugarCRM Corporate
– Different set of characteristics
– The ultimate service is a
specialization of all the others.
– The professional service is a
generalization of the corporate Professional
service
17. F. Hausdor, Set Theory, ser.Genessiz: Center for Large-Scale Service System ResearchMathematical Society, 1957.
2013 AMS Chelsea Publishing Series. American 22

23. Association
• Combines simpler
services into more Security
service
• Security service
complex service
systems
Check-in
• Check-in service
service
• 1. Aggregation
• 2. Composition
Catering
• Catering service
• An airline service is an service
aggregation of
– Security, check-in,
catering, handling, and Handlin
• Handling service
g service
cleaning services
18. G. Booch, Object-Oriented Analysis and Design with Applications (3rd Edition). Redwood City, CA,
USA: Addison Wesley Longman Genessiz: Center for Large-Scale Service System Research
2013 Publishing Co., Inc., 2004. 23

24. Association
2013 Genessiz: Center for Large-Scale Service System Research 24

25. Causality
• Causality (or cause-effect) describes how a cause event occurring in a
service system has an effect in another service system.
-
Service B
• KPI Invoice • KPI A1
Accuracy • KPI Time • KPI …
• KPI … Delivery
• KPI …
Service A Service C
+
• Expressed using key performance indicators (KPI)
– E.g., Quality of Service (QoS)
– E.g., availability, cost, downtime, errors, response rime, etc.
• Quantitative analysis of the propagation of changes
– System dynamics [19]
– Domino effect in a service network
19. 2013
J. Forrester, Industrial dynamics. Cambridge, Massachusetts:System Press, 1961.
Genessiz: Center for Large-Scale Service M.I.T. Research 25

26. Implementation
• Resource Description
Framework (RDF)
– Establishes links with various
existing ontologies to reuse
concepts
– http://rdfs.genssiz.org/ossr.r
df
• Integrates with Linked-
USDL
– A relationship connects two
service systems which can
be represented with Linked-
USDL
2013 Genessiz: Center for Large-Scale Service System Research 26

27. time
• Bootstrapping service networks
– Web scraping, crawling, Web mining, and crowdsourcing
– Snowballing process (identify only providers -
recursively)
– Advertisements in service marketplaces (e.g. SDB*)
– Business databases (Thomson’s Financial SDC Platinum
and Connexiti)
– Native descriptions (e.g. USDL)
2013 Genessiz: Center for Large-Scale Service System Research 27

28. Finding Relationships
_Thomson’s Financial SDC Platinum DB
(alliances and joint ventures)
_The Connexiti database
(supplier, customer, and competitors)
The mobile ecosystem is characterized by a large and complex network of
companies interacting with each other, directly and indirectly, to provide a broad
array of mobile products and services to end-customers.
Firms and their relation in the converging mobile ecosystem.
Rahul C. Basole, Visualization of Interfirm Relations in a Converging Mobile Ecosystem, 7th International
2013 Genessiz: Center for Large-Scale Service System Research 28
Conference on Mobile Business, 2008.

29. Finding Relationships
2013 Genessiz: Center for Large-Scale Service System Research 29

30. Finding Relationships
2013 Genessiz: Center for Large-Scale Service System Research 30

31. References
12. J. Gordijn, E. Yu, and B. van der Raadt, e-service design using i* and e3value modeling,
IEEE Software, vol. 23, pp. 26-33, 2006.
13. H. Akkermans, Z. Baida, J. Gordijn, N. Pena, A. Altuna, and I. Laresgoiti, Value webs: Using
ontologies to bundle real-world services," IEEE Intelligent Systems, vol. 19, no. 4, pp. 57--66,
Jul. 2004.
14. O. Danylevych, D. Karastoyanova, and F. Leymann, Service networks modelling: An soa &
bpm standpoint, Journal of Universal Computer Science, vol. 16, no. 13, pp. 1668--1693, jul
2010.
15. V. Allee, Reconfiguring the value network," Journal of Business Strategy, vol. 21, no. 4, pp.
1-6, 2000.
16. N. Weiner and A. Weisbecker, A business model framework for the design and evaluation
of business models in the internet of services, in Proceedings of the Annual SRII Global
Conference, Washington, DC, USA, 2011, pp. 21-33.
17. R. C. Basole and W. B. Rouse, Complexity of service value networks: Conceptualization
and empirical investigation, IBM Systems Journal, vol. 47, no. 1, pp. 53-70, 2008.
2012 Genessiz: Center for Large-Scale Service System Research 31

32. References
• [CPL+13] Cardoso, J.; Pedrinaci, C. and Leenheer, P. D Open Semantic Service Networks:
Modeling and Analysis. In 4th International Conference on Exploring Service Science (IESS
1.3), pages 141-154, Springer, LNBIP, Porto, Portugal, 2013.
• [Car13] Cardoso, J. Modeling Service Relationships for Service Networks. In 4th International
Conference on Exploring Service Science (IESS 1.3), pages 114-128, Springer, LNBIP, Porto,
Portugal, 2013.
• [CM12] Cardoso, J. and Miller, J. A Internet-Based Self-Services: from Analysis and Design to
Deployment. In The 2012 IEEE International Conference on Services Economics (SE 2012),
IEEE Computer Society, Hawaii, USA, 2012.
• [CPL+12] Cardoso, J.; Pedrinaci, C.; Leidig, T.; Rupino, P. and Leenheer, P. D Open semantic
service networks. In The International Symposium on Services Science (ISSS 2012), pages 1-15,
Leipzig, Germany, 2012.
• [CBM+10] Cardoso, J.; Barros, A.; May, N. and Kylau, U. Towards a Unified Service Description
Language for the Internet of Services: Requirements and First Developments. In IEEE
International Conference on Services Computing, IEEE Computer Society Press, Florida, USA,
2010.
2013 Genessiz: Center for Large-Scale Service System Research 32

33. Suggestions & Questions?
2013 Genessiz: Center for Large-Scale Service System Research 33