From Research to Start

“How to scale your services to 80 million people?”

Barbara Flügge
SAP AG
TEXO Strategic Lead

next10 Conference
Berlin, May 11-12, 2010

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 Service is the business

According to a study1) on Embracing Business Connectivity in a

Global Recovery (Dec 2009) …
respondents have
respondents no ability to extend
are effective in internal systems to
sharing data partners

respondents have no
respondents ability to extend and
exchange leverage supplier /
businesses service provider
end-to-end connectivity

1) http://www.customerthink.com/news/new_report_embracing_business_connectivity_in_a_global_recovery

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Service is the business, however …

70% of the German gross domestic product result from Services

Services are offered on paper basis, in catalogues, listed on

websites or spread among the known business connections

The handling is time consuming, lacks actuality and costs

money

Limitations occur to vary the service offering with new business

models, seasonal products, international reach, and service bundles

Your Service offering might not be visible to every potential

consumer

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Service is the business for connected businesses

Today’s businesses connect the known business partners

To share thoughts, information, trends, social reliability

To feed back product and services experiences, customer care

To exchange bilaterally orders, invoices, delivery notification

To inform your business partners know about the services you are
offering

What comes next? Connect to do business with the

services you are offering through easy to use,
consumable and tradable channels
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What needs to be answered?

What kind of service

What is the added-value Demand

What is the implication

Innovation
How to describe the offering Offering
Demand
Where to offer
Service
How to offer/consume/use Feed-
back
Lifecycle
Match-
making
Who are the consumers
Usage
How to trade the service

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What is the common denominator, the
“missing link”?
Service descriptions should
Contain business, operational and legal requirements

Be maintained, extended and assembled where needed

Apply a common notation / grammar

Evolve along the Service Lifecycle

Aggregate
DEVELOP
Embed DEPLOY
& Publish
Service Service Service Service Service
Provider Hoster Gateway Aggregator Broker
PLAN Make inter-
TEST Market
MAINTAIN
Initiate
operable & Broker

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What is the common denominator, the
“missing link”?
Apply a service description language, which we call
Unified Service Description Language (USDL)
USDL is being invented within TEXO, a German funded
research project
USDL will be further developed in the community of
the Internet of Services

Helpful Links
http://theseus-programm.de/anwendungsszenarien/texo
http://www.internet-of-services.com

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Who could be the 80 Millions to reach out?

Mobile WiMAX subscribers to exceed 80 Million by 2013

http://www.telecomengine.com/article.asp?HH_ID=AR_3806

Nearly 56 Million urban Indians used a VAS related SMS subscription

service and nearly 98 Million of all mobile users have used mobile
phones to recharge their card or pay their phone bill
http://trak.in/tags/business/2009/06/23/report-onhow-what-indian-mobile-phone-services-vas/

FarmVille, a/the Facebook game, surpassed 80 Million monthly active

users this week http://mashable.com/2010/02/20/farmville-80-million-users/

In the transport chaos in China 2009, nearly 80 Million people across

14 provinces were affected http://news.bbc.co.uk/1/hi/7214562.stm

China has about 400 Million internet users, America 240 and India 80
http://statosphere.misentropy.com/2010/04/china-has-400-million-internet-users.html
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Thank you for your attention!

Barbara Flügge
SAP (Switzerland) AG
CEC Research Center St. Gallen
b.fluegge@sap.com
0041 79 820 2473

Plenary Meeting, Dresden, November 4-6, 2009 |9