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

2. Potential Applications
Contents
Background
Research objectives
Introduction
Service Dominant Logic
Service Field
Concept Foundations
Concept
Case Studies
Verified model
Service Mediator
Local Governance Management
Human Resource Management
Potential Applications
Conclusions
Conclusion

3. Introduction
Background
Research objectives

4. Manufacturing shift to servitizing
Background
Service Value co-creation
Satisfaction
Optimal value in use ?
Solution providers
(Mediation)
Manufacturing shift to servitizing
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

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

6. Service Mediator based on SDL & Service Field
Research Objectives
Matching supply and demand to extract value in use
Support the collaboration
Optimize service value co-creation
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

7. Concept Foundations
Service Dominant Logic
Service Field

8. S-D Logic Foundations VALUE IN USE Customers Providers Customers
Co-create
Providers
Customers
Value proposition
Providers
Customers
VALUE IN USE
Value creation
Co-create
GOOD DOMINANT LOGIC
SERVICE DOMINANT LOGIC
Value in use depends on “customers’ agreement”
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9. Service Field Foundations
People
Promotion
Providers
Customers
Service
Time
Cost
Productivity
Physical evidence
Place
Service Field : a cooperative environment containing all contexts of services

10. Service Field Foundations
Magnetic field
Electro magnetic power
Electron charge
electro-magnetic power = charge of electrons * the electro-magnetic field
Service value = service * service field
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11. Service Mediator
Concept
Case Studies
Verified model

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

13. Hypothesis Co-creation Customers Providers Service Field
Service Mediator
Manage
Support
Service Field
Place
Time
Cost
Physical evidence
People
Promotion
Service
Productivity
Providers
Customers
Co-creation
Hypothesis of service mediator concept
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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 Hitachi TWX-21 Famous IT service company in Japan
Page 15
Hitachi TWX-21
Famous IT service company in Japan
Have over clients use its service
TWX-21 cloud flatform to 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 Cookpad Inc. No.1 recipe website in Japan
Page 17
Cookpad Inc.
No.1 recipe website in Japan
Over 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
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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. Hypothesis for government functions:
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. Government system as a mediator
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Users
Suppliers
Government
Government’s system
Support co-creation
Support co-creation
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 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.
Firms work separately or group but cannot gather customers

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. Hypothesis for HR functions:
Page 28
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. Human Resource Collaborate flat-form organized by HR Employer Employee
Page 29
Collaborate flat-form organized by HR
Employer
Employee
Value = contribution, branding
Value = Compensation & Benefits
Employees’ Data
Communication
Policy
Work life balance
Service system of HR
Human Resource
Manage
Support

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
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32. Thank you very much