Service Science, Management, and Engineering Lecture Series

UCB iSchool INFO 290-16 (CCN 42846) – Spring 2007

Organizers: Bob Glushko and Erik Wilde

Tuesday 17.00–18.00, 202 South Hall

Date Title Slides Resources
2007-01-16 Bob Glushko (UC Berkeley School of Information): What is a Service?
While people tend to have a common understanding of what makes something a product there is little agreement about the definition of service. Some suggest that services are: intangible, perishable, experiential, and co-produced between customers and providers, but while these traits can be associated with many services they do not sufficiently distinguish services from goods. They also skew conceptions of services towards particular types of services and don't include many web-based services. I'll review current conceptions of services and propose new frameworks for understanding and classifying them.
2007-01-23 Paul Maglio (IBM): Toward a Science of Service Systems
The service sector – which includes government, education, medical and healthcare, banking and insurance, consulting, information technology services, retail and wholesale, tourism and hospitality, entertainment, transportation and logistics, and legal among others – accounts for most economic activity, but is the least studied and least understood part of the economy. Innovation in service in particular is not approached as systematically as innovation in agriculture and manufacturing, which have both experienced large productivity and quality gains in the last two hundred years. To remedy this, IBM and others have proposed developing a science of service, which aims to provide theory and practice around service innovation. In this talk, I discuss progress toward this, arguing that the proper basic category is the service system, in which entities exchange performance of beneficial action, and that a service system can be understood as a system composed of people and technologies that adaptively computes and adjusts to the changing value of knowledge in the system.
Maglio Theory Paper
2007-01-30 Stephen Vargo (University of Hawai'i): From Goods to Service(s) – A Trail of Two Logics
There are two distinct logics that could lead to a service(s) science. One is based on the traditional idea that services are special forms of (intangible) goods; it points toward a science concerned with the efficient production and delivery of intangible units of output. The other is based on a concept of service as a process using one's competencies for the benefit of another party; it toward a science concerned with the effective and reciprocal co-creation of value. I will explore the differences between these goods-dominant (G-D) and service-dominant (S-D) logics, argue that S-D logic provides a more robust foundation for transforming the firm from a product orientation to a service orientation, and suggest general, practical implications.
Vargo Required Reading · Recommended Reading
2007-02-06 Hugh Taylor (SOA Software): Surviving the SOA Hype Storm
Whether you call it XML-based computing, NetWeaver, AquaLogic, or .NET, Service-Oriented Architecture (SOA) is the major new architectural paradigm of the moment. In this presentation, Hugh Taylor will explore the origins of the current SOA trend and the reasons for its popularity. He will also help us take a look at why the hype is actually valid, though temper this view with some serious questions about the challenges to SOA implementation and the realization of its economic potential.
2007-02-13 Hal Varian (UC Berkeley): When the quants move from Wall Street to Madison Avenue
Marketing on the Web has led to a wealth of data about advertising effectiveness which is already leading to large payoffs for companies that can effectively utilize this information. I will review some of these trends and hazard some guesses about the future.
2007-02-20 Peter Emmel (SAP): Towards a Methodology for Service Identification
Just about everyone subscribes to SOA as an architectural model; there are stacks of Web service standards and detailed technical specifications. Fine so far. The key question that often begs a satisfactory answer is: How do I best define and implement services in such a way that I can build scalable, robust SOA-based applications? This presentation will examine approaches to addressing this issue from a pragmatic standpoint. The presenter will share experiences and key learnings gathered in the Community Advisory Group Methodology comprising thought leaders, partners, customers and top-notch universities to review and to complement existing methodologies for services identification, modeling and implementation. If you are looking to implement serious business applications with a service-oriented architecture, this presentation will provide valuable information on what to watch out for.
Emmel Services Design Guide
2007-02-27 Carolyn Lawson (Business and Program Services, eServices Office, State of California): Customer-centered E-government
There are more than two hundred different agencies, departments, commissions, and boards within the State of California. Most information exists in isolated silos. Lack of sharing leads to redundant efforts and investments, and it complicates interactions with government. The bottom line is that citizens don't care what government agency provides what service. What is important is that they get what they need as quickly and seamlessly as possible. Created in August 2006, the eServices Office plays a key role in the development of eGovernment solutions for the State of California. The office is responsible for managing and supporting the growth of California's eServices, including acting as a liaison between State agencies and departments. The office works in partnership with other agencies to explore ways to share services, technology, and innovative ways of doing business in the State.
2007-03-06 Scott Young (Kaiser Permanente): The Servicification of Healthcare
A health care system responsive to the needs of patients, the community and health care purchasers is essential for a vital overall economy. In the U.S., health care services have traditionally been purchased by parties other than the patient including employers and the government. Recent changes in health care financing are giving patients a greater degree of direct purchasing power. This and other changes are forcing an emerging emphasis on service in the delivery of health care. In addition greater emphasis is being placed on health care quality, safety and affordability. The discussion will explore the drivers of these changes and the implications for health care providers, purchasers and consumers.
2007-03-13 Luke Hohmann (Enthiosys): Playing Games With Customers For Fun and Profit
Innovation Games are a set of proven techniques for working with small groups of customers to create higher value products and services. They are a means of fueling innovation by understanding what your customers really want. They have been used by companies such as QUALCOMM, Emerson Climate Technologies, Wyse, and Ticketmaster as well as by fathers seeking to better understand what their daughters wanted in a new car. The talk with give you a fun, hands-on introduction to a few of these games.
Innovation Games
2007-03-20 Jeanette Blomberg (IBM): Practice-oriented Design of Products, Services and Experiences
It is somewhat surprising that until recently little research has focused on the design of services. Some companies are beginning to explore strategies to accelerate service innovation and have looked to human centered product design and innovation for inspiration. However when conceiving and developing a in depth service strategy, broader notions of human experience and business value become more central the design problem. Many conventional technology design approaches are aimed primarily at the design of the product functionality and user interface that support interaction between people and the designed artifact. In service, the interactions are also between people, involving relationships, and may include machine to machine intersections where data and information are transformed. With the shift to a service economy and the emergence of innovative companies like Google and Yahoo whose product is the services enabled by technology, it is important that we consider if and in what ways our design strategies can grow and change to enable innovation in service design. In this talk I will explore the connections between product, service, and experience design, and outline a practice-oriented design approach to service innovation.
2007-04-03 Eric Talley (UC Berkeley): Widgets versus Services – How the Law Does (and does not) treat services and products differently
When, if at all, do courts recognize the emergence of the services economy, as distinct from traditional models of goods-based exchange? This class section will explore that question, focusing predominantly on contract and business law. The ultimate answer is mixed. Although traditional contract law does distinguish between services and non-services contexts, many of those distinctions emerged over a century ago, and have mutated relatively slowly. More recent innovations (predominantly in intellectual property and the common law of ideas) have proven to be more adaptable. This lecture will survey the domains in which law treats services as special, and whether that treatment is likely to facilitate or discourage economic growth.
Kai-Fu Lee · Job-Hopping in Silicon Valley · In-House Counsel
2007-04-10 Pamela Samuelson (UC Berkeley): Intellectual Property in an Information and Services Economy
Intellectual property has not played a very significant role in the services economy so far. Trademark and trade secrets have been far more important than patent or copyright. Copyright may become more important over time because of the role of software in services, but the service itself is beyond the scope of copyright, no matter how original it may be. Unless the Supreme Court reviews business method or software patents on subject matter grounds, it is also likely that patents will play an increasing role in services economy. It’s debatable whether this is a good or a bad thing.
2007-04-17 Jason Hunter (Mark Logic): New Publishing Services and Web 2.0
If we're moving toward Web 2.0, what does that mean for Web publishing? How can the Web 2.0 concepts like personalization, collective intelligence, the long tail, and the importance of owning the data reshape the face of online publishing, with XML, XQuery, and XML-aware text search act as the key enablers? I will also introduce new Web Publishing 2.0 concepts like Sweat the content and Give answers not links.
2007-04-24 Ann Thyme-Gobbel and Cathy Pearl (Nuance): Designing Voice Interfaces for Self-Service Applications
I'm sorry, I didn't get that. Please tell me your phone number one more time. If you've ever heard a message like that from an automated telephone system and wondered who the heck designs these things, come get a look behind the scenes from the people who do. We'll tell you what's difficult about designing speech recognition systems, why businesses don't always want you to talk to an agent, and how well speech recognition actually works these days. You'll get a first-hand look at the process of creating an automated speech recognition phone application, and the challenges we face.
2007-05-01 Jon Udell (Microsoft): Internet Services by the People and for the People
In our routine experience of the Net we unconsciously consume and produce information services. When I search for a video on YouTube, I'm consuming a service. When I tag a video for you to find, I'm enhancing an existing service. And when I publish an RSS feed based on a query for that tag, I'm composing a new service. How can we help people understand their experience of the Net in these terms? The prevailing language doesn't help. When we talk about users, content, and (worst of all) user-generated content, we're missing the point. This talk will explore, and invite discussion of, strategies for enabling people to see themselves as active agents in a collaborative web of information services.
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