1. PA181 – Service Systems, Modeling and Execution

2. - demonstrated in IBM Bluemix -
Service value process
- demonstrated in IBM Bluemix -

3. Lecture Outline
Different perspectives in service sicence
Value in service
Unit model for the value creation in service chain
Model for service chain
Case Study in Amsterdam
Model the Case Study
Model the real-world case
Project in IBM Bluemix

4. Smart City
"A Smart City is a city well performing built on the ‘smart’ combination of endowments and activities of self-decisive, independent and aware citizens.” Giffinger et al. 2007
“Smart city is defined by IBM as the use of information and communication technology to sense, analyze and integrate the key information of core systems in running cities.” IBM
“Smart City is the product of Digital City combined with the Internet of Things.” Su et al. 2011
“Concept of a Smart City where citizens, objects, utilities, etc., connect in a seamless manner using ubiquitous technologies, so as to significantly enhance the living experience in 21st century urban environments.” Northstream
...

5. Provider’s perspective
The provider offers the solutions to the users’ needs by combining its knowledge, resources, competences, and capabilities.
The concept of ‘value proposition’ in terms of provider’s proposals to market based on their knowledge, competences, and capabilities.

6. User’s perspective
From user’s perspective, users evaluate the solutions to their requirements based on their perceived utility, emotional state, past experience, and memories.
This perspective analyses the ways in which users define their needs.
The concept of ‘value in use’

7. Provider-user relational perspective
The relationship between service providers and users
The concept of ‘value co-creation’ underling that “value is ultimately derived with the participation of, and determined by, the beneficiary (often, the customer) through use (often called ‘consumption’) in the process of acquisition, usage, and disposal”

8. Contextual perspective
Value is influenced by contextual and social dynamics.
The concept of ‘value in context’ stated that the “value creation being understood in the context of a larger value-configuration space” (Vargo 2008).

9. Unit Model

10. Value in Services
The value proposition can be explained as the ways in which a provider interprets a specific target and try to offer a solution aligned with its knowledge, competence, and capabilities.
The value co-creation can be analyzed in terms of interactions among user and provider to share knowledge and resources and to align their orientations and information.
The value in use, can be interpreted as the ways in which users formalize their need in specific request to providers.
Value in context, is the results on the integration among provider, user, and target and of the interaction among their perspectives and aims in a specific target.

11. Value Process Model

12. Case Study
In the Smart City, smart mobility is one of the most important areas.
In order to improve the traffic situation and reduce the car emission in the city, car-sharing has been advocated in many smart cities.
Considering that Amsterdam municipality plan to improve the smart mobility service by car-sharing. One of the car sharing platforms is the WEGO platform in Amsterdam that enables owners and drivers to manage the car renting.

13. Service Value Chain in the Case Study

14. IBM Bluemix

15. Traditional Development
Choose the devdelopment language, C, Java, etc.
Download IDE to local and config the IDE
Setup some repository, SVN or Git or Mercurial
Choose and buy a proper server first, and sign a long contract
Config the server, Database, DNS
If you need some specific applications, you need to install them in the server, linux config
Test the server, build and deploy
Usually repository server and app server are not the same, use PuTTy or FileZilla to transfer and upload files
Think about if you have many applications in different servers with different team members, how to manage that?

16. Choose devdelopment language and IDE
Bluemix Development
Choose devdelopment language and IDE
Bluemix will take care of the rest
Note that, we are not IBM Bluemix sales
We emphasize the service thinking to simplify and manage complex process and how service systems can accelerate development. We demonstrate service thinking and service systems by IBM Bluemix.

17. Service-based architecture
Data
Service 1
Service 2
App Mgmt
Server
Service ...
Code repo
Service
IDE
Local Software

18. Project in Service Science
Five diamonds model
Service Value Chain
Smart City Scenario e.g. Smart mobility
Service Recommender Systems
How to model the real-world Scenario?
How to use IBM Bluemix to implement it?