Services in China A Personal Experience

1. Services in ChinaA Personal Experience Frank Tung, Ph.D. Chairman Dept. of Service Science and Engineering School of Software and Microelectronics Peking University

2. Service? Service in China? Frank

3. School of Software,What Is It? • In the 10th “5-Year Plan” China identified “Software” as a major enabling technology and economic sector • In 2002 the Chinese Ministry of Education “authorized” 35 universities to establish schools of software • “New Education Zone” with much more flexibilities • Slanted toward “practical applications” • Diplomas issued by the Ministry of Education • Peking University is one of them

4. More Flexible In • Hiring and dismissing faculty members • Organizational structuring and curriculum design • Charging tuitions • At Peking University’s School of Software: RMB1,000 per unit (16 instruction hours)

5. School of Software & Microelectronics, Peking University offers Master level programs in 10 departments Software Technologies; Embedded Systems, Computational Linguistics; Digital Arts; Management of Technologies; Service Science and Engineering; … 40-unit and 60-unit programs, including thesis, English and internship Annual incoming students about 1,000 Ph.D. program starting in 2008

6. Service Industry and Economic Development Service industry’s contribution to GDP Developed countries: 65% - 75% China: Around 33% For a sustainable development China must foster a strong service sector

7. Service is now in vogue • China’s 11th “5-year plan” (2006 – 2010) identifies “service” as an important pillar • The School of Software & Microelectronics, Peking University established “Department of Service Science & Engineering” in 2002 • http:www.ss.pku.edu.cn/service

8. Service Science & Engineering To engage in the sustainable economic development of China by training modern service professionals Track： Service Solution Technologies Background： computer science, software engineering or equivalent Service solution design & implementation professionals Multidisciplinary: IT-oriented; augmented with business mgmt skills Background: non-computer related fields e.g. management, economics, etc. Service business analysis & consultancy professionals Track： Service Business Analysis Students with bachelor’s degrees

9. Characteristics of Service • Intangibility • Individualization • Co-production Online Banking

10. Service Continuum Goods Book or DVD of lectures published Teacher lecturing in classroom • Many scenarios with different portions of • Services/goods composition in between. • Recording lectures for students missing classes • Recording of lectures available for non-students • Edited recording of lectures available for a fee • Published through a publisher

11. Service Continuum Goods Ready-made clothes Individually tailored clothes Service. However, service thus rendered includes materials that are goods. Goods. However, goods thus produced includes service in fashion design. In between there are many different shades of service/goods composition

12. Characteristics of Service • Intangibility • Individualization • Co-production Online Banking These are “sufficient conditions”.

13. Defining “Services” • From government’s perspective • From business’s perspective • From IT’s perspective

14. The Tertiary Sector of Industry • What is it? • For government statistics, what is not • The primary (Agriculture, Mining, Forestry, etc.)or • The secondary sector (Manufacturing and Construction) is considered • The tertiary (service) sector

17. 国际和地区比较

18. Defining “Services” • From government’s perspective • From business’s perspective • From IT’s perspective

19. Transportation Trains, planes, delivery Hospitality Hotels, restaurants Infrastructure Communications, electricity, water Government Police, fire, mail Financial Banking, investments Entertainment Television, movies, concerts Professional Services Doctors, lawyers, skilled craftspeople, project management What are some everyday services?

20. Service should refer to • The Service sector and • The services performed by the non-service sectors

21. Why do we have to study “Services”?

23. Defining “Services” • From government’s perspective • From business’s perspective • From IT’s perspective

24. A “service” is • A piece of software, functionality, or “something that one wants to do” • that can be used, engaged, or exploited • remotely over the internet • for free or for a fee.

25. Universal Description, Discovery, and Integration (UDDI) Web Service Description Language (WSDL) Simple Object Access Protocol (SOAP)

26. Software Service Internet

27. Service Science is multi-disciplinary Service Science (aka SSME) System Engineering Approach Economics/ Management/ Sociology/ Psychology IT （CS，SW，etc.)

28. Service Science encompasses Service Science (aka SSME) Scientific Foundations Service Engineering Service Management

29. Consultancy Business Mission & Innovation Process Analysis & Improvements Governance Feedback Business-driven Process Design & Implementation Technology-driven Operation & Maintenance A holistic View

30. Service Engineering Knowledge Domains Knowledge Points

31. Module 2: Implementation (Technology) Perspective Module 3: Data/Knowledge Perspective • Data-based decision support & • Knowledge mgmt • DBMS • DW & DM • Apps e.g. CRM • Service-enabling • technologies & methodologies • * SOA • * Web services • * Service analysis, design, • and implementation Module 1: Business Perspective • Business Innovation & • Transformation • Business value analysis • Business Modeling & IT Planning • Requirements capturing & analysis Module 5: Application Perspective Module 4: Usage Perspective • Use & Re-use • QA • Governance • Assetization • Horizontal Apps • Business resource & • operation mgmt • e.g., ERP, SCM • IT services mgmt Module 0: Pre-requisite • Fundamentals: • IT • Management

32. Module 2: Implementation (Technology) Perspective Introduction to Service Engineering Module 3: Data/Knowledge Perspective • Data-based decision support & • Knowledge mgmt • DBMS • DW & DM • Apps e.g. CRM • Service-enabling • technologies & methodologies • * SOA • * Web services • * Service analysis, design, • and implementation Integrated Practice Lab Module 1: Business Perspective • Business Innovation & • Transformation • Business value analysis • Business Modeling & IT Planning • Requirements capturing & analysis Module 5: Application Perspective Module 4: Usage Perspective Module 0: Pre-requisite • Use & Re-use • QA • Governance • Assetization • Horizontal Apps • Business resource & • operation mgmt • e.g., ERP, SCM • IT services mgmt • Fundamentals: • IT • Management

33. The Culture Factor • “We will do ‘research’ on this issue.”

34. “Yes” and “No” • You don’t like my car, do you? • Yes • No

35. “Yes” and “No” • “You don’t like my car, do you?”, asked an American • Yes • Yes, I like your car. • Yes, I do not like your car • No • No, I do not like your car • No, I like your car

36. Golden Rule in Christianity • “Do to others what you would have them do to you.” • Matthew 7:12

37. But Confucius says, • “己所不欲，勿施于人。” • “Never impose on others what you would not have for yourself.” • “Never do to others what you would not have for yourself.”

38. A Dane’s View • Students at Peking U. cooperate on projects with students of a university in Denmark • Marie Gotlieb – a coordinator

39. There are many ways to say “no” -          In China a direct “no” can sometimes be considered impolite -          In China “Maybe” or “I will think about it” can sometimes mean “no” -          In Denmark, saying “no” directly is part of everyday life, and is not considered impolite Think about how you say no, keep the tone nice and friendly, and always leave an option for the other party to state their opinion.

40. “Losing face” or “giving face” -Your face is your public image -          Any open statement or action that puts a person in a bad light can make the person lose face -          Any open statement or action that puts a person in a good light can give the person face -          The notion of “face” is commonly spoken about in China, and is very important in all communication -          The notion of “face” also exists in Danish, but is rarely used -          Always try to avoid making people lose face -          There are many ways to be critical -          There is a tendency towards more open criticism in Demark and more indirect criticism in China -          Think about how you criticise, keep the tone nice and friendly, and always leave an option for the other party to state their opinion. -          If possible, combine your criticism with a praising of another part of the work done.

41. Indirect vs. direct communication -          There is a tendency towards more direct communication in Denmark and more indirect communication in China -          Do not change how you communicate, but be aware that the other part might not have the same understanding of an expression as your self -          Danish students should be aware that Chinese student might not express all their opinions loud and clear. Many things can be stated between the lines -          Chinese students should be aware that the Danish students would be very direct and frank in almost all statements. This is part of Danish culture - not a sign of impoliteness. Indirect vs. direct communication -          There is a tendency towards more direct communication in Denmark and more indirect communication in China -          Do not change how you communicate, but be aware that the other part might not have the same understanding of an expression as your self -          Danish students should be aware that Chinese student might not express all their opinions loud and clear. Many things can be stated between the lines -          Chinese students should be aware that the Danish students would be very direct and frank in almost all statements. This is part of Danish culture - not a sign of impoliteness.