Infographic Template Galleries

Created with Fabric.js 1.4.5 Digital Service Innovation and design - IN SHORT Background in Service-Dominant Logic Goods-Dominant Service-Dominant Logic Exchange of SERVICESGoods are transmitters of servicesVALUE-in-useVALUE is CO-CREATED with the firmFocus on interaction between firm and the customerDialog based on: trust, learning, adoption of each otherCustomer as an integrator of inputsprovided by the firm - VALUE CREATION through integratinginputs to own resourcesFirms do not create valueFirms are platform for value co-creationCustomer is a collaborative partnerMarket-WITH-customerValue Network - no supply chainOperant resources (intangible, skills, knowledge)Resourcing: creating and integrating resources - removingobstacles-value creation occurs when a resource turns into a benefitServicing and experiencingFirms can only make value propositions.Learning via exchange Production of goodsGoods are tangibleEmbedded VALUE-added to the goods-created during the production process(Porter's value chain)Goal=max profit via efficient production and distributionVALUE in exchangeFocus on transferring ownership of outputMarket-TO-CustomersSegmented, targeted, promoted to,distributed to, captured and then enticed to buy moreResource acquisitionGoods with supporting servicesPRICE + promotionOperand resources (static, inert, require additional resources to gain any use)Supply chainMaximizing buying behaviour =an application of specializedcompetences (knowledge/skills)for the benefit of a party SERVICE ISA PROCESS! Service characteristics (5): Intangibility, heterogeneity, inseparable consumption and production, perishability. SERVICE Service Schools of Thought North American view -Service Marketing-Value-in-Consumption-S-D-logic-GOODS=transmitters of services-Customers=source of valuecreation-Marketing as dominant functionneeded-Technology as the auxiliary of services Nordic view -Interactive marketing-Value-in-Use-Service Logic-GOODS=one of several types of resources functioning in service-like processes-Customers and service providersco-create value in service processes-Co-operation of many business functions-Technology is part of the serviceprocess Types of Information Services Adaptive Collaborative Computational Networking Uncertainty Equivocality High High Low Low Affecting Factors double click to changethis text! Drag a cornerto scale proportionally. Technology Organization MarketEnvironment ServiceInnovation IISI^n =ICT intensive service innovation in n-sided markets +Networks are mediated by a platform+S-D-logic in the background Side1 Side2 Side^n Cross-Sidenetwork effects Same-Sidenetwork effects Same-Sidenetwork effects Same-Sidenetwork effects Service ConceptClient InterfaceDelivery System Service ConceptClient InterfaceDelivery System Service ConceptClient InterfaceDelivery System A model to understandmobile service platforms! Dimensions ofICT intensiveservice innovation COSTS Homing costs Switching costs =occured when user joinsor exits a platform =associated costs whenswitching from one platformto another Monohoming vs. Multihoming Platform-mediated networks User A User B PLATFORM Components Architecture Rules =value of a network depends on the numberof other users within the network//VALUE=Will-to-pay=WTP Network Effects Networks are often complex and oversimplified.Occuring errors can be fatal.Designing business models is hard due tomany-sidedness.Competition often ends in Winner-Take-It-All, WTA. MODULARIZATION =decomposition of a system/product into independentmodule types (like parts) where a module type is a groupof components sharing some characteristics New, specific products/systems can be created using variationor reuse of module types! REUSE Existing componentsre-used to createnew services VARIATION Existing componentsaltered in order tocreate new services WHY? -efficiency for the firm-simplicity for the customer Product families =related products sharingfeatures, components and subsystems to satisfy avariety of markets. Product lines =group of related systems/products addressinga niche or a mission IN OPERATION -combinability and separability of components-service-process-fit = cognitive consistency-more add-ons = increased utility Customer's View:TASK COMPLEXITY Low vs. High Manage cognitive load.Engage customer in service production.Increased likelihood of service adoption. If well managed! Reusevs.Variation Task ComplexityHIGH vs. LOW Combined Utility Likelihood of Trial Modularization has significant effect on likelyhood of trial! LOW taskcomp. -> variation -> more value (higher likehood of trial + utility) HIGH taskcomp. -> reuse -> more value (higher likehood of trial + utility) Levels Of Modularity (typology for modular service design, Tuunanen et al., 2012) Module Service Architechture Service Experience Reuse Substitution Variation Commonality Decomposition Boundary Composition Interface Standards Infrastructure Resources Personalization Role perception Task Compexity Value Creation Digital Service Value Co-Creation All firms are service firms - firms are service platforms VALUE-in-USE & VALUE CO-CREATION Digital and IT-enabled ~ ICT enables processes, which integrate system value propositions with customer value drivers Co-creation of digital services occurs! System valuepropositions Customervalue drivers Co-creation of value ICT-enabled processes Construction of identitiesSocial nature of useContext of use Participation in serviceproductionService process experienceGoals and outcomes
Create Your Free Infographic!