Transcript IT Service Management Overview

From
Software Engineering
To
Service Science
LING Zong, Ph. D.
IBM Software Group
San Jose, California, U.S.A.
Review the past, Optimize the Present, Prepare the Future
2015/7/18
1
2015/7/18
http://software.nju.edu.cn/lingzong
About Speaker
LING Zong (凌棕), Ph. D.
Senior Engineer / Scientist
IBM Almaden Research Center / Software Group
San Jose, California, U.S.A.
Routine Work (Engineering and Services):
1. (60%) Research and Development
 On E-Business Data Storage Management
2. (25%) Critical Customer Service
 For Special Weapon Attack Team (SWAT)
3. (10%) Global Training and Academic Lecture
 As a Technical Evangelist and University Ambassador
4. (5%) Technical Consultation
 To Venture Capital Investment in the Silicon Valley
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2015/7/18
Topics
 Motivations
 Software Engineering
 Service Science
 Challenges
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Motivations
 Why study Services?
 Why is IT Service important?
 What is IBM doing?
4
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Percentage employment in service jobs
US employment as % of total
80
Services vs Manufacturing
70
60
50
Services
Manufacturing
Agriculture
40
30
20
2010
10
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20
00
19
75
19
50
19
25
19
00
18
80
18
50
0
Rise of the Service Economy
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
United States
10%
0%
1800
1820
1840
1860
1880
1900
1920
1940
1960
1980
2000
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
1860
1885
1910
1935
1960
1985
2010
1820
1840
1860
1880
1900
1920
1940
1960
1980
China
10%
2000
0%
1810
1835
1860
1885
1910
1935
1960
1985
2010
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
India
10%
0%
1800
1835
20%
Germany
10%
6
0%
1810
100%
100%
0%
1800
Japan
10%
1820
1840
1860
1880
2015/7/18
1900
1920
1940
1960
1980
Russia
10%
2000
0%
1810
1835
1860
1885
1910
1935
1960
1985
2010
Why study Services?
 Service-based economies
 Service as a business imperative in manufacturing and IT
 Deregulated industries and professional service needs
 Services marketing/management is different
 Service equals profits – follow the money
 It’s where the jobs are!!!
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Motivations
 Why study Services?
 Why is IT Service important?
 What is IBM doing?
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IT field: Software Industry
Engineering
Services
 Innovation
 Market
 Technology
 Customer
 Product
 Support
Separation
Integration
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Virtualization
Key challenges facing software engineering
Software engineering in the 21st
century faces three key challenges:
 Legacy systems
– Old, valuable systems must be maintained and updated
 Heterogeneity
– Systems are distributed and include a mix of hardware and software
 Delivery
– There is increasing pressure for faster delivery of software
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Software myths
 Management myths
– Standards and procedures for building software
– Add more programmers if behind the schedule
 Customer myths
– A general description of objectives enough to start coding
– Requirements may change as the software is flexible
 Practitioner myths
– Task accomplished when the program works
– Quality assessment when the program is running
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Computer Science vs Software Engineering
Computer Science
Software Engineering
is concerned with
 theory
 fundamentals


Algorithms, date structures,
complexity theory, numerical methods
SE deals with practical problems in
complex software products
the practicalities of developing
delivering useful software
Computer science theories are currently insufficient to act
as a complete underpinning for software engineering, BUT
it is a foundation for practical aspects of software
engineering
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Evolution of marketing thought
To Market
(Matter on Motion)
Through 1950
Market To
Market With
(Management of
Customers and Markets)
(Collaborate with
Customers and Partners to
Create and Sustain Value)
1950-2010
2010+
Marketing in the goods economy: financial optimization and the 4P’s -Product, Price,
Placement, Promotion
Marketing in the services economy: communication across organizational boundaries
From manufacturing (make and sell) to marketing (resource utilization for service provision)
Source: Stephen L. Vargo “From Goods to Service(s)”, Presentation at UC Berkeley, Jan 30, 2007
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Paths to Increase Profits
Traditional path: employee-centered
Service path: customer-centered
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Evolution of Systems
Industry Eco-Systems
Global Digital Economy
Marketplace Solutions
People,
Processes,
Information
“End-to-End” Enterprise
IT Infrastructure,
Applications, Data, . . .
System Complex
Computer
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Data Center, Business Unit,
Department, . . .
Storage, Printers, Network, . . .
Evolution of Visions
Market Facing Systems
People and Services
Knowledge Economy
Business
Applications
Products
Technology
Back Office Systems
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Machines and Products
Industrial Economy
Innovation of Services Science
Carnivores
Services
Herbivores
Engineering
17
Business Value/Profit Chain
Natural Food Chain Pyramid
Evolution of Food Chain
2015/7/18
Why is IT SERVICE important?
The world is becoming networked, dependent on
information and information technology -- IT
Science will provide tools and methods to study
services and develop solutions to problems that
span multiple disciplines
Less Programming, More Managing – Computer
jobs are changing in nature
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Motivations
 Why study Services?
 Why is IT Service important?
 What is IBM doing?
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About History
1940s (70 years ago!)
– IBM's first research lab was at Columbia University and Columbia's
first Computer Science course was co-taught by an IBMer.
– Then, Computer Science appeared
 2004 => Now!
– IBM hosted a worldwide conference on SSME education for the 21st
century
– Yes, Service Science emerged
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IBM Revenue Breakdown since 1982
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Services in IBM Business Operations
Percent of IBM’s Total Revenue in 2009
Two professional
services segments:
Global Technology
Services, primarily reflects
IT Infrastructure Services
Global Business
Services, primarily reflects
professional services
delivering solutions which
leverage industry and
business-process
expertise.
2.40%
17.10%
22.50%
Services
Software
58%
Hardware
Financing
Source: 2009 IBM Annual Report
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IBM Mission
We strive to lead in the invention, development
and manufacture of the industry’s most
advanced information technologies.
Engineering
We translate these advanced technologies
into value for our customers through our
professional solutions, services and
consulting businesses worldwide.
Services
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IBM Means Services
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Topics
 Motivations
 Software Engineering
 Service Science
 Challenges
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Why Software Engineering ?
 The problem is complexity
 Many sources, but size is key:
– UNIX contains 4 million lines of code
– Windows 2000 contains 108 lines of code
Software engineering is about
managing this complexity.
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Software Engineering Body of Knowledge
Computing
Fundamentals
Algorithms and Data Software Product
Engineering
Structures
Requirements
Computer
Engineering
Architecture
Software Management
Project Process
Management
Software Domains
Mathematical
Foundations
Software Design
Risk Management
Artificial Intelligence
Software Coding
Quality Management
Database Systems
Operating Systems
Software Testing
Programming
Languages
Software Operations
& Maintenances
Configuration
Management
Human-Computer
Interaction
Dev. Process
Management
Numerical & Symbolic
Comp.
Acquisition Management
Computer Simulation
Real-Time Systems
Source: http://www.sei.cmu.edu/pub/documents/99.reports/pdf/99tr004.pdf
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Hot Software Engineering Skills
Today and Tomorrow
 Visual Basic -- Programming Language
 Microsoft Access – Relational Database (small applications)
 PowerBuilder application development tools – RAD Database Tool
 C and C++ programming -- Programming Languages
 SAP – Enterprise Wide Application Software (financial, manufacturing, product data
management)
 MVS, Unix and Windows NT – Host Operating Systems (IBM, Sun, HP, Microsoft)
 Microsoft Exchange – E-Mail Server
 Lotus Notes – Web Based Publishing/Management Application Software
 Database management, administration and development -Oracle and Sybase to a
lesser extent. – Oracle dominates the DBMS market
 Internet/World Wide Web: Web-related skills; e.g., Java, ActiveX, CGI and Internet
Security – Definitely – look at explosion in web and e-commerce
 Object-oriented skills -- Analysis, design, development
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Software Engineering Today
 Software Engineering
– – An engineering discipline that includes these processes and products:
 – Software Engineering Management
 – Software Requirements Analysis
 – Software Configuration Management
少壮不努力 老大干IT
 – Software Design
 – Software Construction
 – Software Testing
 – Software Engineering Infrastructure
 – Software Engineering Process
 – Software Evolution and Maintenance
 – Software Quality Analysis
中关村  唐家岭公交车上
Source: SWEBOK – http://www.swebok.org
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2015/7/18
Software Engineering Jobs/Roles
 Systems Analyst -- analyzes requirements for an application, may also do business case analysis
 Software Architect – designs the overall structure of the application
 Software Systems Administrator – administers user accounts, technology refreshment, software
deployment to users, software problem solvers
 Customer Support Engineer – solves customer, end-user problems with computer applications,
configuration
 Webmaster – designs, implements, and maintains a web site
 Software Project Manager –plan, organize, direct, coordinate, control a software project
 Software Configuration Manager – identify, change control, status accounting, audits and reviews
 Software Quality Manager/Engineer – software reliability modeling, statistical quality control, defect
analysis
 Software Network Specialist – LAN/WAN Network design, installation, maintenance
 Software Programmer – implements the design using software development tools, COTS software
products, and computer languages
 Software Database Administrator – administers the database (installation, maintenance, backup
 Software Security Engineer – identification, authorization, authentication, data protection, data integrity
 Software Tester (independent verification and validation)
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Software Engineering Summary
 Software Engineering has a bright future
– Job opportunities
 Web will be a major driver of software engineering growth
 Successful software engineers will constantly learn and
adapt new technologies
– Learn how to solve problems
– Learn how to communicate (verbal and written)
– Learn how to provide services
Knowledge is Power!
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Three ways to acquire IT capabilities
Software, hardware
and services
Pre-integrated systems
and appliances
Provided as
services
Cloud computing is a new delivery
and consumption model or
methodology spanning all 3 ways.
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What’s different about cloud computing?
Without cloud computing
With cloud computing
 Virtualized resources
 Automated service
management
 Standardized services
•
•
•
•
Software
Hardware
Storage
Networking
•
•
•
•
Software
Hardware
Storage
Networking
• Software
• Hardware
 Location
independent
 Rapid scalability
 Self-service
• Storage
• Networking
Note: Elements of cloud computing taken from NIST, Gartner, Forrester and IDC cloud computing definitions
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Future
Evolution of Cloud Computing
Drivers
Virtualization
Present
High-Speed Network
Web 2.0
SaaS
Drivers
Re-centralized
Past
Standard
hardware
Shared Infrastructure
Client-Server
Ubiquitous access with high
bandwidth, low latency
Transparent delivery of services
Internet
e-business
Distributed
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Centralized
Dedicated Infrastructure
Shared processes
Explosion of Applications
Limited applications
Ubiquitous Access
Limited access
Islands of Computing
Software as a service (SaaS)
Traditional Software
On-Demand Utility
Plug In, Subscribe
Build Your Own
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Pay-per-Use
Topics
 Motivations
 Software Engineering
 Service Science
 Challenges
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What is a service?
Per Wikipedia (2006):
Service  サービス  服务
In economics and marketing, a service is the nonmaterial equivalent of a good.
It is claimed to be a process that creates benefits by facilitating either a
change in customers, a change in their physical possessions, or a
change in their intangible assets.
By supplying some level of skill, ingenuity, and experience,
providers of a service participate in an economy without the
restrictions of carrying stock (inventory) or the need to
concern themselves with bulky raw materials.
On the other hand, their investment in expertise does require marketing
and upgrading in the face of competition which has equally few physical
restrictions.
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Definition of Services
 Loosely coupled software components that interact with one
another dynamically via standard Internet technologies
(Gartner).
 A software application identified by a URI, whose interfaces
and binding are capable of being defined, described, and
discovered by XML artifacts and supports direct interactions
with other software applications using XML-based
messages via Internet-based protocols (W3C).
 A piece of business logic accessible via the Internet using
open standards (Microsoft).
 Services are self-contained, reusable software modules
that are independent of applications and the computing
platforms on which they run. Services have with welldefined interfaces and allow a 1:1 mapping between
business tasks and the exact IT components needed to
execute the task. (IBM)
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Key points of Services
 Two sides: provider and consumer
– Interaction
– May happened in real-time or off-line
– At least one provider and one consumer
– Provider provides a valuable service
Service
Provider
Customer
Service
Experience
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Provider-Client Relationship in a Service
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What are some everyday services?
 Transportation
– Trains, planes, delivery
 Hospitality
– Hotels, restaurants
 Infrastructure
– Communications,
electricity, water
 Government
– Police, fire, mail
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 Financial
– Banking, investments
 Entertainment
– Television, movies, concerts
 Professional Services
– Doctors, lawyers, skilled
craftspeople, project management
 Educational Services
– Colleges, kindergartens
Everyday IT Service Lifecycle Example
Incident ==== Resolution
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Goods versus Services

Goods-centered logic
 Service-centered logic
1.
Exchange of goods
2.
Customer receives goods;
marketers appeal to them
1.Exchange of knowledge and skills
(Intangibility)
3.
4.
43
Value determined by
producer
Wealth is created by
owning, controlling, and
producing goods
2015/7/18
2.Customer is co-producer of service
(Inseparability)
3.Value determined in use by customer
(Perishability)
4.Wealth is obtained through
application and exchange of
specialized knowledge and skills
(Heterogeneity)
Distinguishing services from goods
Intangibility
 Services are ideas and concepts that are
part of a process
 The client typically relies on the service
providers’ reputation and the trust they
have with them to help predict quality-ofservice and make service choices
 Regulations and governance are means to
assuring some acceptable level of qualityof-service
 Services are created and consumed at the
same time
 Services cannot be inventoried
 Demand fluctuations cannot be solved by
inventory processes
 Quality control cannot be achieved before
consumption
Heterogeneity
Perishability
 Any service capacity that goes unused is
perished
 Services cannot be stored so that when not
used to maximum capacity the service
provider is losing opportunities
 Service capability estimation and
planning are key aspects for service
management
44
Inseparability
2015/7/18
 From the client’s perspective, there is
typically a wide variation in service offerings
 Personalization of services increases
their heterogeneous nature
 Perceived quality-of-service varies from one
client to the next
Information as a good
 Information about goods becomes a good.
– e.g. bar codes, RFID tags, etc.
 As information about location and movement
of goods is increasingly available, the
boundary between physical and virtual
worlds blurs:
– Inventory and information are equivalent.
 New services from aggregation of
information about business transactions.
When digitized, information is:
Easily stored and processed – databank,
data warehouse, data mining
Easily customized, enriched, accumulated,
transformed - even across great distances
Easily distributed - infinitely scalable
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Growing information content of services
46

Web-based platforms and reusable
software components transform services
as well as goods: eBay, Google

Information systems allow separation of
production and consumption of services:
global supply chain management,
remote medical screening
2015/7/18
Service process matrix
Degree of labor intensity
 the ratio of labor cost to
capital cost
Degree of interaction and
customization
 ability of the client to
affect specialization
(Adapted from Lovelock (1983) and Fitzsimmons & Fitzsimmons (2003))
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Toward Services Science
•Services depend critically on people,
technology, and co-production of value.
People work together and with technology
to provide value for clients
•So a service system is a complex sociotechno-economic system. And growth
requires innovation that combines people,
technology, value, clients
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Can there really be a science of services?
“Wherever there are phenomena, there can be
a science to describe and explain those
phenomena. Thus, the simplest (and correct)
answer to “What is botany?” is, “Botany is
the study of plants.” And zoology is the
study of animals, astronomy the study of
stars, and so on. Phenomena breed
sciences.”
- Newell, A., Perlis, A. & Simon, H. A. (1967). Computer Science, Science, 157, 1373-1374.
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Computer Science vs. Service Science

Only natural phenomena breed
sciences

Only natural phenomena breed
sciences

The term “computer” is not well
defined

The term “service” is not well
defined

Computer Science is the study
of algorithms, not computers

Service Science is the study of
work, not services

Computers are instruments, not
phenomena

Services are performances, not
phenomena

Computer Science is a branch of 
another science

Computers belong to
engineering, not science

Services belong to engineering
(or management), not science

Newell, Perlis, & Simon (1967)

With apologies to Newell, Perlis, & Simon (1967)
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Service Science is a branch of
another science
From Computer Science to Service Science…
Now IBM is working to
Establish Service Science
Science &
Engineering
Physicists
Social & Cognitive
Sciences
Technology
People
Value
Demand
Business &
Management
Economics
& Markets
Electrical Engineers
Computer Mathematicians
Philosophers
Science
(Boolean Logic)
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Need to hire Service Scientists
Need to hire Computer Scientists
Service Science
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SSME = Service Sciences, Management, and Engineering
Knowledge sources driving service innovations…
Technology
Innovation
Science &
Engineering
Social-Organizational
Innovation
Social Sciences
Business
Innovation
Demand
Innovation
Business
Administration
and
Management
Global
Economy
& Markets
Service innovation is inherently multidisciplinary
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2015/7/18
Why is SSME important?
The world is becoming networked, dependent on
information and information technology
Science will provide tools and methods to study
services and develop solutions to problems that span
multiple disciplines
Graduates may be solution designers, consultants,
engineers, scientists, and managers who will grow into
becoming entrepreneurs, executives, researchers, and
practitioners
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2015/7/18
IT Services
 Application integration services
 Infrastructure services (e.g., utility business
services, service-level automation and
orchestration, resource virtualization services)
 IT-level autonomous system management
services
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Service-Profit Triangle
Product and process formulation
Company
Internal services
and management
Revenue growth
and profitability
Technology
Employees
Customer
External service value
Productivity
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2015/7/18
Loyalty
Service-Profit Chain
Internal
External
Operating Strategy and Service Delivery System
Internal
Service
Quality
Service
concept
Service Support Mechanism
Employee
Retention
Revenue
Growth
Employee
Satisfaction
External
Service
Value
Customer
Satisfaction
Customer
Loyalty
Employee
Productivity










57
Profitability

Customer orientation/quality emphasis
Allow decision-making latitude
Information and communication
Provide support systems
Foster teamwork
Workplace design
Job design
Employee selection and development
Employee rewards and recognition
Tools for serving customers
2015/7/18
Quality & productivity
improvements yield
higher service quality
and lower cost







Lifetime value
Retention
Repeat Business
Referrals
Attractive Value
Service designed &
delivered to meet targeted
customers 'needs
Solicit customer feedback
Service Operations
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Topics
 Motivations
 Software Engineering
 Service Science
 Challenges
59
2015/7/18
Cultivating New Skills
 Services Science, Management and
Engineering (SSME)
– Collaboration with Academia,
Industry and Government to drive services
innovation in the 21st century
– Designing University curricula to tightly link
technical, business and societal disciplines
 SSME courses at selected Universities
– Oxford, Warwick, UC Berkeley, Stanford, MIT,
Georgia Tech, ASU, Northwestern, RPI,
Tsinghua, Peking, . . .
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2015/7/18
Integration of Traditional Courses
 Multiple Programming Languages
 UCLA, CS131: Java+ML+Prolog+Python+Ruby+Scheme
 http://cs.ucla.edu/classes/winter10/cs131/syllabus.html
 Differences between Operating Systems
 VMware, Windows, Linux, Unix
 Data and Databases
 DB2, Oracle, SQL, Exchange, MySQL, DB2 Everyplace(DB2e)
 New Computing Models
 Cloud Computing, Mobile & Social Computing, Smart Computing
 Latest Research Seminars
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2015/7/18
Establishment of Emerging Courses
 Service Science Overview
 Concepts, Theories, Principles
 http://www.ibm.com/developerworks/spaces/ssme
 IT Service Management
 IT History, IT Service Practice, ITIL, IT Service Soft Skills,…
 http://software.nju.edu.cn/lingzong/ITSM.htm
 Information System and Service Design
 Service Strategy, Models, and Methods
 http://courses.ischool.berkeley.edu/i290-1/f08/ISD-Fall2008-Syllabus.html
 Latest Research Seminars
http://www-900.ibm.com/cn/ibm/university/news/IBM_SSME.pdf
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2015/7/18
Some SSME Research Areas
 Measuring work, service intensity, and service complexity
– What are the limits to self-service? How much work can we shift to end-users?
 Representing and cataloging skills
– How do we organize and breakdown the human skills needed to do work?
How can we take this into account in composing and optimizing teams?
 Global communication tools
– What are the barriers to highly productive human-human coordination?
Distance, trust, communication, common ground, culture, technology?
 Service workforce management
– Application of supply chain methods to service supply chains, which are
people-centered
 Effective service automation
– Understanding tradeoffs in human v.s. computer effort in creating customized
business services
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2015/7/18
Some More SSME Research Areas
 Service scale effects
– Take advantage of IBM-scale service data through semantic analysis. Are there
scale laws of services?
 Computational theory and modelling of service systems
– Need computational theories to generate models that help us understand and guide how
services associating humans and information and communication technologies (ICT)
emerge and how they help organizational structures emerge, interact, evolve and adapt to
better meet the needs and aspirations of people, business, and society
• problems of data (human behaviour, distribution, privacy-transparency-accessibility,
trust, quality)
• problems of comprehension (e.g. generic problems of modelling, simulation and
visualization)
• problems of engineering (e.g. computational problems)
 Globalization of services
– With globalization of services, are there shifts in business models? What will be done
differently? What does it take to adopt and benefit from globalization? At some point,
everyone will be leveraging global resources and labor arbitrage will be table stakes. Who
wins then and why? How does one build and manage this global labor supply chain?
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2015/7/18
Service Research and Education is Interdisciplinary
Science and Engineering
Industrial and Systems Engineering
Computer Science & Info. Systems
Math and Operations Research
Economics and Social Sciences
Business Anthropology
Organizational Change & Learning
In-depth
knowledge
of a specific
discipline
Business and Management
Across industries
Across cultures
Across functions
Across disciplines
=
More experienced
More adaptive
More collaborative
Broaden
With
SSME
Educational
program
Need more T-shaped people – both deep and broad
65
2015/7/18
Educating Service Engineers
Depth vs breadth - The T Model
Deep technical knowledge
(typical CSC graduate)
Good technical knowledge
some breadth
Middle services manager - more
breadth than technical depth
Top services executive
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Topics
Motivations
Software Engineering
Service Science
Challenges
Reviewed the past,
IBM
Vision
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Optimized the Present,
Prepared the Future!
The End !
Hindi
Thai
Traditional Chinese
Russian
Gracias
Thank You
Spanish
Obrigado
English
Brazilian Portuguese
Arabic
Danke
Grazie
Italian
German
Simplified Chinese
Merci
French
Japanese
Tamil
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Korean
This document is downloadable from：
http://software.nju.edu.cn/lingzong/FromSEtoSS.pps
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