Last Thursday, I attended the 5th Asian Conference on Information System at Krabi, Thailand. I presented the service architecture which title was "THE ARCHITECTURE OF PRODUCT PLATFORM IN SERVICE ECO-SYSTEM: CASE STUDIES IN HEALTH DEVICES IN MOBILE PLATFORM". I proposed service architecture from the viewpoint of Service Dominant Logic.

1. THE ARCHITECTURE OF PRODUCT
PLATFORM IN SERVICE ECO-SYSTEM:
CASE STUDIES IN HEALTH DEVICES IN
MOBILE PLATFORM
Toshinobu Ohnishi and Michitaka Kosaka
School of Knowledge Science
Japan Advanced Institute of Science and Technology
10/27/2016
10/28/2014

2. Outline
☆Background
☆Research Questions
1. What is service system demonstrating the role
of products?
2. What elements are needed in the service
system?
1. The role of ICT from viewpoint of Service System
2. The features of “Platform” in Service & Products
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3. Introduction
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☆Example
Smart Phone
Application
to provide
function according
to customer
value.
Platform
Information Communication Technology (ICT)
has customers’ need to the products change.
Makers have
provided the
products
having specialized
function

4. Introduction
From the viewpoint of Service Dominant logic
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Platform Application
New Function
ICT divides
articles as products and information as function.
Resource
Liquefaction
Resource Bundle

5. Introduction
Service Platform in SDL
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Resource
Liquefaction & Bundle
Rule or Protocol for
Exchanging Resource
↓
Interface among Modules
Functional Components
& Sub Systems
↓
Modular Architecture
In Service System as network of actors,
value is created effectively.
☆Service Platform

6. A Common Point Between
Service Platform & Product Platform
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☆Viewpoints in Product Platform（Jiao, 2007）
the collection of assets that are
shared by a set of products.
(Robertson and Ulrich, 1998)
a set of subsystems and
interfaces developed to form a
common structure
(Meyer& Lehnerd, 1997)
1. modular architecture
2. the interfaces/modulality
3. the standards that provide design rules
（Baldwin & Clark, 2000）

7. A Common Point Between
Service Platform & Product Platform
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Modules
Interface /
Modulality
Interface
among Modules
Modular
Architecture
☆Service Platform
☆Product Platform
Common Points the Role of
Product Platform / Product

8. Research Hypothesis
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A Common Point between
Service Platform & Service Platform
New Architecture of service system
representing the role of products

9. For reference
〜Service System〜
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self-contained, self-adjusting system of
mostly loosely coupled social and economic
(resource-integrating)
actors connected by shared institutional logics and
mutual value creation through service exchange
(Vargo and Lusch,2011)

10. Aims of Research
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1. the roles of “Products / Product Platform”
in Service System.
2. The function; “Resources Liquefaction”
& “Resources Bundle”
We explain the “Architecture of Service System”
from the viewpoint of following term;

11. Methodology 〜Case Studies〜
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☆Intended Cases
medical devices using smartphones
1. Medical services : complicated with many concerned
stakeholders.
2. Smartphones : useful devices for value-in-use, to
understand context among stakeholders who use
smartphones.
☆Reason
• “Medical Products” having economical & social
relation to stakeholders
• Companies having “Product platform or Products ”
based on ICT

12. Diagram in Figure of Service System
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Stakeholders
（Communities
are involved ）
Sub-System
Layer
Liquefied
Stakeholders
Liquefied
Products &
Information
Liquefied Sub-
System Layer
Bundled
Stakeholders
Transformation
of Information
Bundled Sub-
System Layer
Products &
Information
Bundled
Products &
Information
Core
Competence
Input &
Output

13. Case1 〜CellScope〜
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For Telemedicine For Classrooms For Oceans
Microscopes
Core technology
: Optics

14. Case1〜CellScope〜
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Optical
Technology
Product A
Product B
Product C
Customer A
Customer B
Customer C
Product Platform
Deployment
in Scientific
Field
co-test with
students
Pathology
in
Developing
Countries
The Role of Product Platform To provide products according to users’ needs
To Bundles core competence & users’
evaluation through co-test
The Relation of Sub-System Sub-systems have social relationship.
CellScope
Information
&
Evaluation
about use

15. Case2 〜chk4.me (Panasonic)〜
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Users of Other services
Servers of Other services
Servers of chk4.me
Medical
Institutions
Other
Pharmacies Famiies
Used
Pharmacies
Patients

16. Case2〜chk4.me〜
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Medical
Institution
Pharmacy Family
Other
Medical Notebook
System
Customers
(Patients)
(Used
pharmacy)
The Role of Products To Bundles Stakeholders & To Provide
Opportunity of selection of service provides
The Relation of Sub-System Bundles of sub-systems layered structure
Technology
of
changing
connection
of Servers
chk4.me

17. Case3
〜PeekVision〜
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2016/1/23
Smartphone
attachment
Prism
Camera
Flash Camera
☆Visual Acuity Test
utilizing smartphone
☆Ophthalmoscopes

18. Case3 〜PeekVision〜
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Co-development
between
doctors &
Scientists
Ophthalm
oscopes
Doctors
Patients
Health
Workers
Doctors
Medical
Community
The Role of Products To Liquefy the role of stakeholders(Doctors &
Health Workers) according to sub-systems
The Relation of Sub-System Sub-systems are Bundled in the center of sub-
system including products
Peekvision
Visual
Acuity Test

19. Case4 〜EyeNetra〜
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Ophthal
moscopes
Lens-meter
Optmeter

20. Case4〜EyeNetra〜
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Before
After
Ophthalm
oscopes
Optometer
Optician's
shop
Customers
a medical
certificate
Glasses
Value
Exchange
Optical
Technology
Ophthalm
oscopes
Optometer
lens-meter
Optician's
shop
Customers
Glasses
Value
Exchange
Doctors
Use
Information
Information
Provider
Liquefaction of Stakeholders
ç
Resource Bundle
as Product Platform
The Role of Product Platform To Liquefy the role of stakeholders(Doctors)
The Relation of Sub-System There is no big change.
EyeNetra

21. Discussion①
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☆The role of Products / Product Platform in Service System
Resource Bundles Resources Liquefaction
Division of the
doctors’ Role
Case3:Peekvision
Stakeholders
Case2:chk4.me
Core Competence
through
Co-test
Case1:CellScope
Decopmposition
Case4:EyeNetra
The role of Stakeholders

22. Discussion②
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☆The relation among sub-system
To Utilize the existing
service system
To Structure Service system
by Bundling sub-system
social relationship
according to needs
Case 1: Cellscope
Hierarchical
sub-system
Case 2: chk4.me
Embedded
Product Platform
into existing system
Case4: EyeNetra
Bundling sub-system
through Product Platform
Mediators among
sub-systems
Case3: PeekVision

23. Discussion③
〜Classification of Service System〜
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Case3
Peekvision
Products according to
sub-system(Community)
&
Liquefying the role of
stakeholders
Case2
chk4.me
To Provide Opportunity of
selection of service
providers(Platform)
&
Layered sub-systems
Case1
Cellscope
Bundles of core
competence & users’
evaluation through co-
production
(Community)
Case4
EyeNetra
Resource Bundle
as Product Platform
&
Liquefying Stakeholders
Liquefaction Bundle
Structured
Utilized
The Role of Product / Product Platform
TheRelationamong
Sub-systems

24. Service Architecture Model
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Resource
Bundle
Resource
Liquefaction
Function
Service Architecture
Module
Resource
Stakeholders
Information
Product
Product Platform
Community
Methods
Interface among modules

25. Conclusion
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1. What is service system demonstrating the role
of products?
2. What elements are needed in the service
system?
Resource Bundles
Resources Liquefaction
→The role of Stakeholders
To Utilize the existing
service system
To Structure Service system
by Bundling sub-system
＆
＆

26. 10/28/2014