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“Everything is a service” Eastern Europe Mobile Monday summit, Bucharest, 26-‐28 September 2011 @sly
⤑ A new marketing paradigm ⤑ The basis of all exchange is service ⤑ Goods are a distribution mechanism for service provision“Evolving to a New ⤑ Value is always co-created withDominant Logic for the customerMarketing” ⤑ A service-centered view isPublication of an award-winning inherently customer oriented andarticle by Stephen Vargo and RobertLusch in a 2004 edition of Journal of relationalMarketing entitled ⤑ Value-in-use replaces value-in-Source: http://en.wikipedia.org/wiki/Service_dominant_logic_%28marketing%29 exchange
But what is aservice ? Services, as opposed to goods, are: ⤑ Intangible ⤑ Cannot be stored ⤑ Are consumed & produced at the same Gme ⤑ Are delivered via oHen complex systems & processes ⤑ Involve people and their relaGonships
And what is a goodservice ? SERVICE EFFICIENCY Services that help users (customers) to get their jobs done, solve their problems by producing their desired outcome SERVICE EXPERIENCE And provide them with a good (outstanding) experience across diﬀerent channels & touchpoints
Understanding theproblems users tryto solve By using design research methods: Ethnography (or “day in a life” study)
Understanding theproblems users tryto solve By using design research methods: Front-‐line staﬀ interviews
Understanding theproblems users tryto solve By using design research methods: Personas
Understanding theproblems users tryto solve By using design research methods: Co-‐design workshops
By the way, what is ⤑ Is it about mobile (nomad) use of applicaGons/services such as at a bus “mobile” ? stop or while looking for a restaurant in an unknown town? ⤑ Or is it about “mobile” devices such as smartphones, tablets and maybe also an 11” Mac Book Air….. ? ⤑ Or is it about taking your Ipad from the sofa to the toilet to read the news ? ⤑ Or is is it about a mobile channel as part of a service experience ? ⤑ Or are we simply speaking about technology driven service innovaGon & service ecosystems ?
So what about ⤑ And, increasingly, they are just part of a service, one touchpoint of a service mobile apps ? ⤑ Which means that an app is not an end in itself. According to service dominant-‐logic, every The service as a whole must work, regardless of how good the app is. In the mobile app is a service eye of the user/customer, it’s just one thing. ⤑ A mobile app schould exactly do what the user expects it to do at a certain Gme, place & context (and not more)
Fitbit: tracking your daily exercise and sleep quality Source: hSp://www.ﬁtbit.com/
Nike+: Tracking your jogging acGviGes hSp://nikerunning.nike.com/nikeos/p/nikeplus/en_GB/
Withings: Tracking & monitoring your weight hSp://www.withings.com/
Market & distribuGon innovaGon in services PlaTorms: a foundaGonal product (or products) which can support an ecosystem of complementary services, support and process methodologies.-‐> Allows for personalized services individually composed by using standardized modules (apps), and why not pushed (proposed) to the user depending on his context (where he is and what he does) instead of being pulled like today -‐> Provides an increase in service ﬂexibility, eﬃciency & cost control (only use/buy the features you need)