A concept of Service Mediator ＆ Its potential Applications

1. A concept of Service Mediator ＆ Its potential Applications Minh Chau Doan* , KunioShirahada, MichitakaKosaka Graduate school of Knowledge Science Japan Advanced Institute of Science and Technology

2. Contents

3. Introduction • Background • Research objectives

4. Background • Gaps in shifting operation • Providers & users faces difficulties in collaboration • Providers & users require more support to promote their business • Neutral third party • Transfer value only • Do not actually engage in the collaboration process • Service Value co-creation • Satisfaction • Optimal value in use

5. Background Information service business ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Service customers Service providers How to match s1 s6 a1 s2 sn a3 s5 How to match a2 a7 s4 s10 a9 s8 a4 s9 s7 a6 an s3 a5 a10 ? ? ? ? ? ? ? ? ? ? ? ? ?

6. Research Objectives • Service Mediator based on SDL & Service Field • Introduce a new business model concept: • Service mediator model based on SDL & Service Field • Propose potential applications for mediator model • Matching supply and demand to extract value in use • Support the collaboration • Optimize service value co-creation

7. Concept Foundations • Service Dominant Logic • Service Field

8. S-D Logic Foundations Co-create Customers Providers Customers Providers Value proposition VALUE IN USE Value creation Co-create GOOD DOMINANT LOGIC SERVICE DOMINANT LOGIC Value in use depends on “customers’ agreement”

9. Service Field Foundations People Promotion Customers Service Providers Time Cost Productivity Physical evidence Place Service Field : a cooperative environment containing all contexts of services

10. Service Field Foundations Electro magnetic power Magnetic field Electron charge electro-magnetic power = charge of electrons * the electro-magnetic field Service value = service * service field

11. Service Mediator • Concept • Case Studies • Verified model

12. Service mediator concept Classification of business models and new service model hypothesis

13. Hypothesis Service Mediator Manage Support Customers Providers People Promotion Service Time Cost Co-creation Productivity Service Field Place Physical evidence Hypothesis of service mediator concept

14. Hypothesis Required functions of Service Mediator Function 1 : Collect many providers and users information related to targeted service Function 2 : Match pair of providers and users perfectly based on service field Function 3 : Support the co-creation

15. Case studies Page 15 • Hitachi TWX-21 • Famous IT service company in Japan • Have over 43.000 clients use its service • TWX-21 cloud flatformto support service exchange • Strong tools such as ASP or eMP to support the value co-creation

16. Hypothesis and Results • Function 1: Collect many providers and users information related to targeted service • Hitachi is a very famous and high reputation IT service company in Japan • Function 2 : Match pair of providers and users perfectly based on service field • Effective data processing and mining system • Function 3 : Support the co-creation • Powerful IT infrastructures • 24/7 helpdesk • Feedback system with “Do & Check” process • Professional consultants

17. Case Studies Page 17 • Cookpad Inc. • No.1 recipe website in Japan • Over 1.000.000 users • Huge database of recipe • A cooperative website for manufacturers and consumers

18. Hypothesis and Results • Function 1 : Collect many providers and users information related to targeted service • Cookpad is No.1 recipe website in Japan • Huge amount of users and access • Function 2: Match pair of providers and users perfectly based on service field • Powerful search engine to find right requirements of users • Data mining to offer suggestions of cook-lovers’ behaviors to manufacturers. • Function 3 : Support the co-creation • Powerful IT infrastructures • Dynamic marketing/campaign to pull and push users and manufacturers together • Attractive interface and display of website

19. Verified model Information service firms

20. Verified model Required functions of Service Mediator Function 1 : Trustworthy brand and effective exchange environment to collect many providers and users information related to targeted service Function 2 : Well-equipped and powerful service field to match pair of providers and users perfectly based on service field Function 3 : Effective engines to support the co-creation

21. Potential Applications • Local Governance Management • Human Resource Management

22. Potential applications of SM • Local governance management for tourism • Issues: • Many tourists do not have information of small places although they have great points for tourism。 • Firms in tourism fields and travelers are lack of co-creation. • Small place cannot boost their tourism without support.

23. Why government should be a Mediator • Government has good position to gather users and suppliers work together • Government has good database which can support the collaboration. • Government has well-trained officer who able to encourage the interaction.

24. Page 24 • Hypothesis for government functions: • Trustworthy brand and effective exchange environment • Branding more for new image of government as a friendly and supportive mediator • 2. Well-equipped and powerful service field • Powerful IT infrastructure. • Effective service fields. • 3. Effective engines • Adequate law pass. • Effective investment management • Fair and Favor support for tourism firm

25. Page 25 Government Support co-creation Support co-creation Users Suppliers Information on Service field Users’ needs Suppliers’ seeds Information on Service field Service Field Management • Business man • Family • Young people • Packbacker • Etc. • Hotel • Transportation • Restaurant • Shop • Sightseeing • Etc. Government’s system Government system as a mediator

26. Potential applications of SM • Human resource • Issues: • There are many information of supply and demand in human resource which is needed to be match perfectly. • HR cover many tasks such as recruit, C&B, training, planning etc => it needs an effective system to satisfy both employers and employees. • Employers and employees are lack of fields to co-create and share there mutual interests.

27. Why HR should be a Mediator • HR manages and controls the relationship between employers and employees. • HR is the only channel for employees share and feedback their issues. • Work for benefit of both employers and employees

28. Page 28 • Hypothesis for HR functions: • Trustworthy brand and effective exchange environment • Branding as a good mediator for both employers and employees • 2. Well-equipped and powerful service field • Efficient database • Organize dynamic service field for interactions and collaborations • Powerful data mining system to match right requirements and offers • Effective engines • Fair policies • Soft power • Balance the benefit between employers and employees

29. Page 29 Manage Support Human Resource Value = contribution, branding Employer Employee Value = Compensation & Benefits Collaborate flat-form organized by HR Service system of HR • Communication • Policy • Work life balance Employees’ Data

30. Conclusion • Conclusions

31. Conclusions • Regarding Service transformation, this model has an impact on optimizing the service value and service satisfaction. • Mediator model can be applied for many service process. • Required functions should be explored more to encourage the effective of mediator model

32. Thank you very much