1. “Everything
is
a
service”
Eastern
Europe
Mobile
Monday
summit,
Bucharest,
26-‐28
September
2011
@sly
2. ⤑ A new marketing paradigm
⤑ The basis of all exchange is
service
⤑ Goods are a distribution
mechanism for service provision
“Evolving to a New
⤑ Value is always co-created with
Dominant Logic for the customer
Marketing” ⤑ A service-centered view is
Publication of an award-winning
inherently customer oriented and
article by Stephen Vargo and Robert
Lusch in a 2004 edition of Journal of relational
Marketing entitled
⤑ Value-in-use replaces value-in-
Source: http://en.wikipedia.org/wiki/Service_dominant_logic_
%28marketing%29
exchange
3. But what is a
service ?
Services,
as
opposed
to
goods,
are:
⤑ Intangible
⤑ Cannot
be
stored
⤑ Are
consumed
&
produced
at
the
same
Gme
⤑ Are
delivered
via
oHen
complex
systems
&
processes
⤑ Involve
people
and
their
relaGonships
4. And what is a good
service ?
SERVICE
EFFICIENCY
Services
that
help
users
(customers)
to
get
their
jobs
done,
solve
their
problems
by
producing
their
desired
outcome
SERVICE
EXPERIENCE
And
provide
them
with
a
good
(outstanding)
experience
across
different
channels
&
touchpoints
11. By the way, what is ⤑ Is
it
about
mobile
(nomad)
use
of
applicaGons/services
such
as
at
a
bus
“mobile” ? stop
or
while
looking
for
a
restaurant
in
an
unknown
town?
⤑ Or
is
it
about
“mobile”
devices
such
as
smartphones,
tablets
and
maybe
also
an
11”
Mac
Book
Air…..
?
⤑ Or
is
it
about
taking
your
Ipad
from
the
sofa
to
the
toilet
to
read
the
news
?
⤑ Or
is
is
it
about
a
mobile
channel
as
part
of
a
service
experience
?
⤑ Or
are
we
simply
speaking
about
technology
driven
service
innovaGon
&
service
ecosystems
?
12.
So what about ⤑ And,
increasingly,
they
are
just
part
of
a
service,
one
touchpoint
of
a
service
mobile apps ?
⤑ Which
means
that
an
app
is
not
an
end
in
itself.
According
to
service
dominant-‐logic,
every
The
service
as
a
whole
must
work,
regardless
of
how
good
the
app
is.
In
the
mobile
app
is
a
service eye
of
the
user/customer,
it’s
just
one
thing.
⤑ A
mobile
app
schould
exactly
do
what
the
user
expects
it
to
do
at
a
certain
Gme,
place
&
context
(and
not
more)
18. Carfinder:
A
stand
alone
AR
app
providing
you
with
the
service
to
find
back
your
car
Source:
hSp://itunes.apple.com/us/app/find-‐your-‐car-‐ar-‐augmented/id370836023?mt=8
26. Market
&
distribuGon
innovaGon
in
services
PlaTorms:
a
foundaGonal
product
(or
products)
which
can
support
an
ecosystem
of
complementary
services,
support
and
process
methodologies.
-‐>
Allows
for
personalized
services
individually
composed
by
using
standardized
modules
(apps),
and
why
not
pushed
(proposed)
to
the
user
depending
on
his
context
(where
he
is
and
what
he
does)
instead
of
being
pulled
like
today
-‐>
Provides
an
increase
in
service
flexibility,
efficiency
&
cost
control
(only
use/buy
the
features
you
need)
29. Design
for
mulGple
devices
&
interfaces
(some
without
screens)
&
opGmize
the
interplay
between
them:
every
device
&
interface
has
its
own
limitaGons
&
capabiliGes
30. Think
the
whole
service
system
as
one
thing
(that’s
what
the
customer
does
!)
31. In
sake
for
usability
&
simplicity,
only
offer
the
features
really
needed
on
different
devices
at
a
specific
moment,
place
&
context:
design
for
low
fricGon
&
be
focused
32. AnGcipate
people’s
contextual
needs
by
using
all
the
informaGon
available
(your
phone
and
other
devices
or
applicaGons
know
a
lot
about
you
!)
33. RFID
chips
will
soon
be
embedded
in
everything
from
dogs
to
coffee
machines
(also
replacing
QR
codes
&
bluetooth)
as
NFC
enabled
phones
will
become
widely
available
(and
not
only
used
for
payments)
34. We’d
like
to
switch
between
devices,
interfaces
&
even
modes
without
loosing
anything
&
link
the
physical
and
the
digital
world
in
a
more
natural
way
35. PEOPLE
DON’T
WANT
TO
BECOME
TECHNICAL
EXPERTS:
Make
things
VERY
VERY
simple
&
obvious
and
anGcipate
as
much
as
you
can
and
as
much
as
technology
and
intelligent
coding
allows
for
36. How
to
design
more
mulG-‐channel
services
in
open
formats
?
How
to
set
sensible
privacy
defaults
?