This lecture about Servicialisation (= Сервиселизация) was given as the opening keynote of the 9th Russian IT Management Forum on May 24th, 2012 in Moscow. Agenda: - Servicialisation – Coining, Deducing & Demarcating - Service Consumer – Role, Requirements & Rules - Wind of change – Storm of Businesses, Tasks & Conditions - Service Consumer – Activator, Addressee & Success Factor - Service Providing – Triggering, Effectuating & Rendering - Service Identifying – Service Consumer, Service Object & Benefit - Service Specifying – Service Quality, Service Attributes & Service Levels - Service Triathlon – Providing Readiness, Providing Capacity & Providing Further documents can be found on the blog of OmniNet • 'Servicialisation - thought leading concept for providing services' http://omnitracker2.blogspot.com/2011/10/servicialisation-thought-leading_11.html • 'Сервициализация – ведущая концепция обеспечения услуг' http://omnitracker.blogspot.com/2011/10/blog-post.html • 'Service Identifying - 3 Service Identifiers' http://omnitracker2.blogspot.com/2012/02/paul-g-huppertz-service-identifying-3.html • 'Определение услуг – 3 идентификатора услуг' http://omnitracker.blogspot.com/2012/02/blog-post.html s. documents in German - Konzeptpapier 'Servicialisierung - Service-Erbringung & Methodik' https://www.slideshare.net/PaulGHz/konzeptpapier-servicialisierung-serviceerbringung-und-methodik-v060300pdf - Strukturmatrix 01 'Servicialisierung & Methoden' https://www.slideshare.net/PaulGHz/strukturmatrix-01-servicialisierung-methoden-v060100pdf - Konzeptpapiere -- Service-Konsument - Wertschöpfer & Umsatzbringer https://www.slideshare.net/PaulGHz/konzeptpapier-servicekonsument-wertschpfer-umsatzbringer-v060300pdf -- Service-Identifizierung - Service-Typ & Wesensmerkmale https://www.slideshare.net/PaulGHz/konzeptpapier-serviceidentifizierung-servicetyp-wesensmerkmale-v060200pdf -- Service-Kategorien - Service-Objekttypen & Nutzeffekttypen https://www.slideshare.net/PaulGHz/konzeptpapier-servicekategorien-serviceobjekttypen-nutzeffekttypen-v060200pdf -- Service-Spezifizierung - Service-Typ & Service-Erbringungsqualität https://www.slideshare.net/PaulGHz/konzeptpapier-servicespezifizierung-servicetyp-und-serviceerbringungsqualitt-v060100pdf -- Service-Transaktion - Auslöser & Ablauf https://www.slideshare.net/PaulGHz/konzeptpapier-servicetransaktion-auslser-ablauf-v060100pdf -- Service-Triathlon - Auslöser & Adressaten https://www.slideshare.net/PaulGHz/konzeptpapier-servicetriathlon-auslser-adressaten-v060100pdf -- Service-Trilemma - Dimensionen & Beteiligte https://www.slideshare.net/PaulGHz/konzeptpapier-servicetrilemma-dimensionen-beteiligte-v060100pdf -- Service Provider - Service-Trilemma & Geschäftsmodell https://www.slideshare.net/PaulGHz/konzeptpapier-service-provider-servicetrilemma-geschftsmodell-v060200pdf

1. 9th Russian IT Management Forum
Servicialisation
Service Consumers Center Stage!
24.05.2012
Moscow, Hotel Radisson Slavyanskaya
E-Mail Paul.G.Huppertz@servicEvolution.com
Mobile +49-1520-9 84 59 62
LinkedIn http://www.linkedin.com/in/paulghuppertz
SlideShare http://www.slideshare.net/PaulGHz
Paul G. Huppertz XING https://www.xing.com/profile/PaulG_Huppertz
ICT-Consultant & System Architect CIO Netzwerk http://netzwerk.cio.de/profil/paul_g__huppertz
Service Composer & Meta Service Provider yasni http://person.yasni.de/paul-g.-huppertz-251032.htm
19.12.2012 -1-

2. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 -2-

3. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 -3-

4. Servicialisation – Service Consumers Center Stage!
Service -ialisation
19.12.2012 -4-

5. Servicialisation – Service Consumers Center Stage!
Servicialisation = Guiding Concept for Service Providing
Service -ialisation
19.12.2012 -5-

6. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 -6-

7. Servicialisation – Service Consumers Center Stage!
SERVICESCAPE
Everybody triggers services.
Everybody is a service consumer in many cases.
Everybody frequently needs the service-specific benefits
In short: Everybody is a service consumer.
19.12.2012 -7-

8. Servicialisation – Service Consumers Center Stage!
Service adequate? Service
Service
Quality Con-
Price reliable? sumer
Service
Cost
19.12.2012 -8-

9. Servicialisation – Service Consumers Center Stage!
affordable? Service
Service Service Service adequate?
Quality Con-
Customer
economical?
Price reliable? sumer
Service
Cost
19.12.2012 -9-

10. Servicialisation – Service Consumers Center Stage!
affordable? Service
Service Service Service adequate?
Quality Con-
Customer Price reliable? sumer
economical?
Paying price?
Service Service
Provider Cost
Paying cost?
Service Effectiveness
19.12.2012 - 10 -

11. Servicialisation – Service Consumers Center Stage!
Service Consumer, Service Identification
Service Identifying Service Object, Benefit & primary benefit
Service Quality Service Type
Service Specifying 12 Standard Service Attributes & Service Specification
Service Map Service Type
Service Composing & Service Screenplay Service Concept
Service Supplier Operation Level Agreement
Service Orchestrating & Service Supply Chain Underpinning Contract
Service Specifications Service Offerings
Service Cataloguing & Service Catalogue Entries & Service Catalogue
Service Need Service Commitment
Service Committing & Service Level Specification & Service Level Agreement
Providing Readiness On Service triggering:
Service Concerting & Providing Capacity Service rendering
Service Price Service Consumption
Service Billing x Service Count & Service Bill
19.12.2012 - 11 -

12. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 12 -

13. Servicialisation – Service Consumers Center Stage!
Data Center
Heterogeneity and mutal
Expansion
Global networks Interdependency
& Explosion
DC
Number of servers Internet tornados Growing complexity
and dynamic
19.12.2012 - 13 -

14. Servicialisation – Service Consumers Center Stage!
19.12.2012 - 14 -

15. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 15 -

16. Servicialisation – Service Consumers Center Stage!
Business Process
Service Consuming
Value Creation
Service
Consumer
ICT-based
Service
The Service Consumer is the critical success factor for service rendering
• He triggers a separate service if needed & configures it situationally & particularly.
• He is involved in service rendering a 100%.
• He feels any service impairment instantaneously & inevitably.
• He needs & utilizes the benefits of the service for executing his upcoming work.
• He creates the business value by consuming & utilizing the service-specific benefits.
• He is an external factor from the perspective of the accountable Service Provider.
The Service Consumer spares himself service-relevant equipment & training.
19.12.2012 - 16 -

17. Servicialisation – Service Consumers Center Stage!
Business Process
Service Consuming
Value Creation
Service
Consumer
ICT-based
Service
The authorized Service Consumer is self-governed concerning
• service triggering, i.e. point in time & location
• service triggering rate, i.e. how often per period he triggers a service
• service access system, e.g. desktop or notebook or softphone for E-Mailing-Services
• service configuring depending on his situational & particular needs
• consuming & utilizing the service-specific benefits
• commercial value creation out of the service-specific benefits
19.12.2012 - 17 -

18. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 18 -

19. Servicialisation – Service Consumers Center Stage!
Delivering copy 1
Making Delivering copy 2
copies
E-Mailing of the
Service
original
E-Mail
Delivering copy 3
19.12.2012 - 19 -

20. Servicialisation – Service Consumers Center Stage!
Business process
Managemnt
Business
Strategy
Value creation
Business
Chain
Value
Service
(ICTBSS)
Delivering
Strategy
Service
ICTBSS = ICT-system based Business Support Service
Service
Supply
Chain
Service Service Service
Contribution Contribution Contribution
(System)
Strategy
System
Supply
Chain
ICT-
Service-relevant Service-relevant Service-relevant
Organisation(s) System 1 System 2
Akteur Good Good Good Good Good
19.12.2012 - 20 -

21. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 21 -

22. Servicialisation – Service Consumers Center Stage!
A Service is
a set of onetime consumable and perishable benefits,
• ensured by measures of the accountable Service Provider,
• effectuated by system functions and/or activities of Service People,
• committed
• by the ordering Service Customer
• for his authorized Service Consumers
• from his accountable Service Provider,
• rendered
• to an authorized Service Consumer
• on his particular & explicit Service Trigger,
• consumed & utilized
• by the triggering Service Consumer
• for executing his upcoming business activity.
19.12.2012 - 22 -

23. Servicialisation – Service Consumers Center Stage!
Service Identifying
Service =
A benefit is
benefit
on service object
a purposeful change of status
on a particular object,
that fulfils concrete requirements.
19.12.2012 - 23 -

24. Servicialisation – Service Consumers Center Stage!
Life Goods
& Limb & Chattels
Service
Consumer
Data Rights
& Documents & Claims
S e r v i c e O b j e c t T ypes
19.12.2012 - 24 -

25. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 25 -

26. Servicialisation – Service Consumers Center Stage!
Service Identifying
Service
Consumer
Service Specifying
Service
Customer
Service Composing
Service Orchestrating
Service Service
Bill Specification
Service Cataloguing
Service Committing
Service Concerting
Service
Concept
Service Billing
19.12.2012 - 26 -

27. Servicialisation – Service Consumers Center Stage!
Service Identifying
Service Specifying
19.12.2012 - 27 -

28. Servicialisation – Service Consumers Center Stage!
Designation of the service
No. Attribute name Bronze Silver Gold Data type/measuremt. unit
01 Service Consumer Benefits free description
02 Service-specific Functional Parameters service-specific
Service Quality
03 Service Delivery Point (for Service Consumer) location, interface
04 Service Consumer Count Number
05 Service Delivering Readiness Times (for Consumer) Daytime hours
06 Service Consumer Support Times  clear, complete & consistent Daytime hours
07 
Service Consumer Support Languages all 12 attribute values combined Languages
08 
Service Fulfilment Target (per Consumer) applying for each triggered service %
09 Service Impairment Duration
 2 pages per service specification hh:mm
 offering for the Service Consumer
10 Service Delivering Duration (for Consumer) hh:mm:ss
11 Service Delivery Unit (for Consumer) service-spezifisch
12 Service Delivering Price Service Price €
Attributes 01 – 11 for service quality & attribute 12 for service price
19.12.2012 - 28 -

29. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 29 -

30. Servicialisation – Service Consumers Center Stage!
Service Consuming
3. Service
3. Service
Service 3. Service
3. Service
Provider
3. Service
Service Concerting
2. Keeping up & adjusting
and/or service providing capacity
in-/external
Service Service Triathlon 1. Achieving & keeping up
Suppliers
service providing readiness
19.12.2012 - 30 -

31. Servicialisation – Service Consumers Center Stage!
• Servicialisation – Coining, Deducing & Demarcating
Intro • Service Consumer – Role, Requirements & Rules
• Wind of change – Storm of Businesses, Tasks & Conditions
• Service Consumer – Activator, Addressee & Success Factor
• Service Providing – Triggering, Effectuating & Rendering
Centro • Service Identifying – Service Consumer, Service Object & Benefit
• Service Specifying – Service Quality, Service Attributes & Service Levels
• Service Triathlon – Providing Readiness, Providing Capacity & Providing
• Discussion – Repeating, Reviewing & Revising
Extro
19.12.2012 - 31 -

32. Servicialisation – Service Consumers Center Stage!
Your questions?
My answers!
E-Mail Paul.G.Huppertz@servicEvolution.com
Mobile +49-1520-9 84 59 62
LinkedIn http://www.linkedin.com/in/paulghuppertz
SlideShare http://www.slideshare.net/PaulGHz
Paul G. Huppertz XING https://www.xing.com/profile/PaulG_Huppertz
ICT-Consultant & System Architect CIO Netzwerk http://netzwerk.cio.de/profil/paul_g__huppertz
Service Composer & Meta Service Provider yasni http://person.yasni.de/paul-g.-huppertz-251032.htm
19.12.2012 - 32 -