lecture 'servicialisation - service consumers center stage' 2012-05-24 v01.02.00
DESCRIPTION
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.htmlTRANSCRIPT
19.12.2012 - 1 - © OMNINET
9th Russian IT Management Forum
E-Mail [email protected]
Mobile +49-1520-9 84 59 62
LinkedIn http://www.linkedin.com/in/paulghuppertz
SlideShare http://www.slideshare.net/PaulGHz
XING https://www.xing.com/profile/PaulG_Huppertz
CIO Netzwerk http://netzwerk.cio.de/profil/paul_g__huppertz
yasni http://person.yasni.de/paul-g.-huppertz-251032.htm
Paul G. Huppertz
ICT-Consultant & System Architect
Service Composer & Meta Service Provider
Servicialisation
Service Consumers Center Stage!
24.05.2012
Moscow, Hotel Radisson Slavyanskaya
19.12.2012 - 2 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 3 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 4 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service -ialisation
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Servicialisation – Service Consumers Center Stage!
Service
Servicialisation = Guiding Concept for Service Providing
-ialisation
19.12.2012 - 6 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 7 - © OMNINET
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.
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Servicialisation – Service Consumers Center Stage!
Service Cost
Service Price
Service Quality
adequate?
reliable?
Service
Con-
sumer
19.12.2012 - 9 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service Cost
Service Price
Service Quality
adequate?
reliable?
Service
Con-
sumer
affordable?
economical?
Service
Customer
19.12.2012 - 10 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service Effectiveness
Service Cost
Service Price
Service Quality
adequate?
reliable?
Service
Con-
sumer
affordable?
economical?
Service
Customer
Paying cost?
Paying price? Service
Provider
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Servicialisation – Service Consumers Center Stage!
Service Identifying Service Consumer, Service Object, Benefit
Service Identification & primary benefit
Service Specifying Service Quality 12 Standard Service Attributes
Service Type & Service Specification
Service Composing Service Map & Service Screenplay
Service Type Service Concept
Service Orchestrating Service Supplier
& Service Supply Chain Operation Level Agreement
Underpinning Contract
Service Cataloguing Service Specifications & Service Catalogue Entries
Service Offerings & Service Catalogue
Service Committing Service Need & Service Level Specification
Service Commitment & Service Level Agreement
Service Concerting Providing Readiness & Providing Capacity
On Service triggering: Service rendering
Service Billing Service Price
x Service Count Service Consumption
& Service Bill
19.12.2012 - 12 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 13 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Internet tornados
Heterogeneity and mutal
Interdependency
DC
Data Center
Expansion
& Explosion Global networks
Growing complexity
and dynamic Number of servers
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Servicialisation – Service Consumers Center Stage!
19.12.2012 - 15 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 16 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Value Creation
Business Process Service Consuming
Service
Consumer
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.
ICT-based
Service
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Servicialisation – Service Consumers Center Stage!
Value Creation
Business Process Service Consuming
Service
Consumer
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
ICT-based
Service
19.12.2012 - 18 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 19 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Delivering copy 1
Delivering copy 2
Delivering copy 3
Making
copies
of the
original
E-Mailing
Service
19.12.2012 - 20 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Se
rvic
e
Su
pp
ly
Ch
ain
Value creation
ICT
-
(Sys
tem
)
Stra
teg
y
Se
rvic
e
De
live
ring
Stra
teg
y
Bu
sin
es
s
Ma
na
gem
nt
Stra
teg
y
Business process
Bu
sin
es
s
Va
lue
Ch
ain
Sys
tem
Su
pp
ly
Ch
ain
Service-relevant
System 2
Service-relevant
System 1
Service-relevant
Organisation(s)
Akteur Good Good Good Good Good
Service
Contribution
Service
Contribution
Service
Contribution
Service (ICTBSS)
ICTBSS = ICT-system based Business Support Service
19.12.2012 - 21 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 22 - © OMNINET
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 - 23 - © OMNINET
Servicialisation – Service Consumers Center Stage!
A benefit is
a purposeful change of status
on a particular object,
that fulfils concrete requirements.
Service =
benefit
on service object
Service Identifying
19.12.2012 - 24 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Life
& Limb
Goods
& Chattels
Data
& Documents
Rights
& Claims
Service Consumer
S e r v i c e O b j e c t T y p e s
19.12.2012 - 25 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 26 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service Specification
Service Consumer
Service Customer
Service Concept
Service Bill
Service Identifying
Service Specifying
Service Composing
Service Orchestrating
Service Cataloguing
Service Committing
Service Concerting
Service Billing
19.12.2012 - 27 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service Identifying
Service Specifying
19.12.2012 - 28 - © OMNINET
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
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 Daytime hours
07 Service Consumer Support Languages Languages
08 Service Fulfilment Target (per Consumer) %
09 Service Impairment Duration hh:mm
10 Service Delivering Duration (for Consumer) hh:mm:ss
11 Service Delivery Unit (for Consumer) service-spezifisch
12 Service Delivering Price €
clear, complete & consistent
all 12 attribute values combined
applying for each triggered service
2 pages per service specification
offering for the Service Consumer
Attributes 01 – 11 for service quality & attribute 12 for service price
Serv
ice
Qu
ality
Service Price
19.12.2012 - 29 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 30 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Service Concerting
and/or
Service Triathlon in-/external
Service
Suppliers 1. Achieving & keeping up
service providing readiness
2. Keeping up & adjusting
service providing capacity
Service Consuming
3. Service
3. Service
3. Service
3. Service
3. Service
Service
Provider
19.12.2012 - 31 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Intro
• Servicialisation – Coining, Deducing & Demarcating
• Service Consumer – Role, Requirements & Rules
Centro
• 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
Extro • Discussion – Repeating, Reviewing & Revising
19.12.2012 - 32 - © OMNINET
Servicialisation – Service Consumers Center Stage!
Paul G. Huppertz
ICT-Consultant & System Architect
Service Composer & Meta Service Provider
Your questions?
My answers!
E-Mail [email protected]
Mobile +49-1520-9 84 59 62
LinkedIn http://www.linkedin.com/in/paulghuppertz
SlideShare http://www.slideshare.net/PaulGHz
XING https://www.xing.com/profile/PaulG_Huppertz
CIO Netzwerk http://netzwerk.cio.de/profil/paul_g__huppertz
yasni http://person.yasni.de/paul-g.-huppertz-251032.htm