iSIM: An integrated design method for commercializing service innovation

Abstract

Service innovation is focused on customer value creation. At its core, customer centric service innovation is technology-enabled, human-centered, and process-oriented. To profit from such innovation, firms need an integrated crossdisciplinary, holistic method to design and commercialize service innovation. From diverse but interrelated strands of theories from service science, strategic management, organization science and information systems literatures, this article develops a new integrated design method, known as iSIM (integrated Service Innovation Method), for simultaneous service innovation and business model design for sustained customer value co-creation with the firm. Following design science research method, the article theoretically defines and integrates iSIM"s seven constitutive design process-elements: service strategy, customer type / value proposition, service concept, service system, customer experience, service architecture and monetization into a coherent and end-to-end aligned integrated design method. It explains how iSIM would be holistically and iteratively practiced by practitioners, and conceptually exemplifies its utility via telco and Amazon case studies using secondary data. Perspectives on iSIM from selected practitioners are discussed which confirm iSIM"s potential utility for their business. Managerial implications of implementing the iSIM and potential areas for further research are also discussed.

Designing a Primary Personal Information Market as an Industry Platform:_a Service Innovation Approach

“…Using the iSIM [11] and consistent with the Design Science methodology [7][8][9] this paper designs a PPIM as an Industry Platform. The proposed design is instantiated as a prototype which was evaluated using qualitative interview methods [22].…”

“…Designing the customer type and customer value proposition (CVP) is an iterative process [11]. Following the first iteration of the design process [6] we now propose four distinct types of participants which could participate on a PPIM to co-create value from personal data: data contributors, model developers, data feed developers and personal data product consumers (see Figure 1 …”

Open business model innovation: Literature review and agenda for future research

“…The topic of BM co-creation is most frequently discussed among available literature on OBMI [23][24][25][26]. Ebel et al define BM cocreation as the activity of "developing business models together with customers in a collaborative manner" [24].…”

“…It has been argued that by seeking external feedback and collaborating with customers to share BMs, firms can test the commercial viability of a new BM before implementing it [23,24]. Particularly, the role of customers and suppliers as valuable participants in the BMI process has been highlighted in the literature.…”

Conceptualization of an Abstract Language to Support Value Co-Creation

“…Recently, Chew [22] has argued that, in the digital world, service innovation is focused on customer value creation and he proposes an integrated Service Innovation Method (iSIM) that allows analyzing the interrelationships between the design process elements, including the service system. The latter being defined as an IT/operations-led cross-disciplinary endeavor.…”