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Enterprise Modelling for Value Based Service Analysis
Paul Johannesson, Stockholm
Birger Andersson, Stockholm
Maria Bergholtz, Stockholm
Hans Weigand, Tilburg
Paul Johannesson Royal Institute of Technology
Presentation at PoEM 2008,The Practice of Enterprise Modeling
Agenda
What is a service?
Value modelling and the REA ontology
Explaining services through value modeling
An application on service design
Concluding remarks
What is a Service?
“A service is an abstract resource that represents a capability of performing tasks that represents a coherent functionality from the point of view of provider entities and requester entities.” (W3C)
”Services are heterogeneous outputs produced to order and typically consist of changes in the conditions of the consuming units realized by the activities of producers at the demand of the consumers.“ (United Nations)
“A service is the provision of something of value, in the context of some domain of application, by one party to another.” (Chris Preist)
Service properties
Intangibility
Inseparability
Heterogeniety
Perishability
Strengths of Services
A service consumer does not own a service. She does not need to take on typical ownership responsibilities, like infrastructure management, integration, and maintenance. She can focus on how to make use of the service for her specific business.
Taxi Service
Customer
Encapsulated resources
Value Modelling and REA
REA Ontology:
modelling exchanges and conversions of resources
Resource – an object viewed as valuable by some agent
Event – exchange of resources or conversion of resources
Agent – a legal entity that controls resources and performs events
Exchanging Resources
Agent Agent
Resource Resource
Eventsexchangingresources
Converting Resources
Resource
Resource
Resource
Eventsconvertingresources
REA Conceptual Model
CONVERSION_PROCESS
EXCHANGE_PROCESS
FEATURE
RESOURCE
0..* 0..*0..*
hasPart
0..*
AGENT
ECONOMIC EVENTstockflow
1 0..*1 0..*for
1
0..*
1
0..*
performs
RESOURCE TYPE0..*
0..*
0..*
subsumes
0..*
1..*
0..*
1..*
0..*has
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*
offersPROCESS
1
0..*
1
0..*
hasRespons...
11..* 11..*
partOf
PROCESS TYPE
0..*
0..*
0..*
subsumes
0..*
1
0..*
1
0..*
isOf
ECONOMIC EVENT_TYPE
stockflowtype1
0..*
1
0..*
isOf
1 0..*1 0..* 10..* 10..*
REA Conceptual Model
CONVERSION_PROCESS
EXCHANGE_PROCESS
FEATURE
RESOURCE
0..* 0..*0..*
hasPart
0..*
AGENT
ECONOMIC EVENTstockflow
1 0..*1 0..*for
1
0..*
1
0..*
performs
RESOURCE TYPE0..*
0..*
0..*
subsumes
0..*
1..*
0..*
1..*
0..*has
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*
offersPROCESS
1
0..*
1
0..*
hasRespons...
11..* 11..*
partOf
PROCESS TYPE
0..*
0..*
0..*
subsumes
0..*
1
0..*
1
0..*
isOf
ECONOMIC EVENT_TYPE
stockflowtype1
0..*
1
0..*
isOf
1 0..*1 0..* 10..* 10..*
The stockflow tells how an economic event affects a resource
REA Conceptual Model
CONVERSION_PROCESS
EXCHANGE_PROCESS
FEATURE
RESOURCE
0..* 0..*0..*
hasPart
0..*
AGENT
ECONOMIC EVENTstockflow
1 0..*1 0..*for
1
0..*
1
0..*
performs
RESOURCE TYPE0..*
0..*
0..*
subsumes
0..*
1..*
0..*
1..*
0..*has
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*
offersPROCESS
1
0..*
1
0..*
hasRespons...
11..* 11..*
partOf
PROCESS TYPE
0..*
0..*
0..*
subsumes
0..*
1
0..*
1
0..*
isOf
ECONOMIC EVENT_TYPE
stockflowtype1
0..*
1
0..*
isOf
1 0..*1 0..* 10..* 10..*
The stockflow tells how an economic event affects a resource
A process is a set of economic events
An Exchange Process
<agent>Bookstore
<agent>Reader
A reader buys a book, i.e. he gets the book and pays for it
recipient
provider
<econ. event>Pay
<resource>Money
give
<econ. event>Receive
<resource>Book
recipientprovider
take
duality
A Conversion Process
Marzipan is made from sugar and almonds
<econ. event>Sugar
consumption
<resource>Sugar
<econ. event>Almond
consumption
<resource>Almond
consumeconsume
duality
<econ. event>Marzipan production
<resource>Marzipan
produce
A Conceptual Service Model
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOf
Services are Resources
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOf
A service is a resource – valuabe and transferable
Services are Offered to Others
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOfA service is provided by one party to another
Inseparability of Production and Consumption
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOf
A service is consumed and produced simultaneously
Services are Abstract
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOf
A service encapsulates a number of resources, which are used in its production
Services are Governed by Policies
POLICY
SERVICE TYPE
10..*
10..*
governedBy
CONVERSION_PROCESS
RESOURCE
0..* 0..*0..*
hasPart
0..*
RESOURCE TYPE
1..* 0..*1..* 0..*
encapsulates
1
0..*
1
0..*
isOf
0..*
0..*
0..*
subsumes
0..*
SERVICE
1
0..*
1
0..*
isOf
1..*
0..*
1..*
0..*encapsulates
0..* 10..* 1consumes
0..* 10..* 1produces
ECONOMIC EVENT1 0..*1 0..*
for
AGENT
1
0..*
1
0..*
performs
1..*
0..*
1..*
0..*
offers
1
0..*
1
0..*
consumedBy
PROCESS11..* 11..*
partOf
1
0..*
1
0..*
hasResponsible
PROCESS TYPE
0..*
1
0..*
1
isOf
A service is governed by policies regulating the use of the encapsulated resources
Marketing Oriented Service Design
Need – basic human requirements: drink, eat, sleep, education
Want – directed to a type of resource that can fulful a need: have a soft drink
Demand – desire for a particular product: have a Coke
Picture 16
Marketing Oriented Service Design
NEED
WANT
1..*
0..*
1..*
0..*concretizes
DEMAND
1..*0..* 1..*0..*
usedIn
FEATURE PROCESS TYPERESOURCE TYPE0..*
0..*
0..*
subsumes
0..*
0..* 1..*0..* 1..*
has
BENEFIT
1
0..*
1
0..*
of
1
0..*
1
0..*for
1..*
0..*
1..*
0..*
for
Marketing Oriented Service Design
NEED
WANT
1..*
0..*
1..*
0..*concretizes
DEMAND
1..*0..* 1..*0..*
usedIn
FEATURE PROCESS TYPERESOURCE TYPE0..*
0..*
0..*
subsumes
0..*
0..* 1..*0..* 1..*
has
BENEFIT
1
0..*
1
0..*
of
1
0..*
1
0..*for
1..*
0..*
1..*
0..*
for
SpeedReliabilitySafetyConvenienceLow cost...
A Care Taking Scenario
Zooming in
Zooming in