This is the full presentation for the Service 2.0 workshop organized at ServDes 2012 in Espoo, Finland. The actual workshop was shorter for the limited time.

1. Put on your Character
1. Please grab your
Persona card
2. Sketch your imaginary
character details
3. Rehearse
4. Remember you’re not
yourself for 90 mins.
5. The number on the
card is not your age,
it’s just your number

2. We’ll all it

3. 2.0 phenomena has started online as Web
2.0 and is now all around us

4. Even in the offline world!

5. Smart crowds in Africa offered themselves
freedom as a service!

6. They were massive …

7. Intelligent …

8. Funny …

9. Diversified …

10. Used whatever is
available …

11. Focused …

12. With each expressing himself

13. It was the power of the crowd and the
empowered individual …

14. No one was THE HERO, Everyone was a
hero

15. Even in hardware with Open Ecology project

16. Even as strategic as aerospace in
moon 2.0 project by Google …

17. Now what About ?

18. Here’s how it all started. With this
post …

20. “Selection 2.0” of thesis topic
• 5 Suggested Topics
• Active discussions on
Linkedin
• At 8 service-related
groups
• For 2 weeks
• Professional & Peer
researchers seen as
customers of the thesis
project

24. There’re 2 ways to see “Service
2.0”
Service 2.0
From Web From Service
2.0 to 1.0 to
Service 2.0 Service 2.0

25. Service 2.0 Cafe

26. Service 2.0 Café Guidelines
• Form 4 groups
• We’ll start with each group on a
table.
• Brainstorm on the topic of the
table
• Write your persona card number
on your post-it notes.
• Move clockwise once you here
“Switch”
• Topics are “Themes & Principles”,
“Forces & Trends”, “Devil
Advocacy” and “Examples of
Service 2.0 concepts”

27. Few Insights to Share based on
O’Reilly’s work in Web 2.0.

28. But This is not about Web 2.0
now. It’s about Service 2.0. And
better think of it fully offline to
cut on confusion ..

29. The Value is co-created by
the users and is facilitated by
the platform

30. Architecture of participation: new
users bring new resources, the service
gets better automatically as the
network of users grows.

31. The assets are the
collective work of the
users. The assets grow
organically due to the
user activity.

32. Provider’s role is to enable the context of
user activity.

33. Radical Trust: with enough participants
all flaws are shallow

34. Folksonomy: Allowing multiple overlapping
customers’ categorization rather than
provider’s own rigid categorization called
taxonomy

35. Viral Marketing

36. The wisdom of crowds: The constant
interactions of members of the crowd
define the visibility and power of members
or artifacts.

37. The customers decide what’s important
and not the traditional provider.

38. The move from “release early and release
often” to the “perpetual beta”. Service
may continue to be in beta mode years
after release.

39. Design for Hackability and remixability
& Innovation in Assembly

40. Data-Centricity

41. Hands-On

42. Activity Guidelines
• Choose any concept from the
“Examples of Service 2.0
concepts” table that would
match the industry of your
corner.
• Develop the concept using the
potential service 2.0 concepts
you just got exposed to.
• While developing your
concept you have to consider
the imaginary personas of your
team. This should ensure long-
tail is maintained

43. Stand for it

44. Activity Guidelines
• Hang your “Tag me here”
sheet next to your concept
poster for opponents to tag
your concept.
• Present your idea and highlight
the principles you found
helpful.
• Opponents can utilize the
notes on the “Devil advocacy”
table.

45. Fight Back

46. Activity Guidelines
• Defend the tags of your
opponents utilizing your own
intuition and the insights on the
“Trends and Forces” table

47. • A fingerprint or a network of interactions? Both are
colorful and both are service 2.0 major powers.
Draw your own “0” emblem for service 2.0

48. Recognition

49. Back to Freedom as a Service
So can we offer ourselves this
service?

50. @service2org

51. http://www.service2.org