Service Industrialization and the Global Information Economy

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1 9 th Asia Pacific Decision Sciences Institute Conference July 1-4, Seoul, Korea Service Industrialization and the Global Information Economy Uday Karmarkar LA Times Professor of Technology and Strategy Research Director, Center for Management in the Information Economy The UCLA Anderson School of Management USK/July 04 APDSI Seoul/1

2 Evolving Economies Economies around the world continue to evolve at a tremendous pace The major trends A continuing shift to services The new shift to information economies Waking giants; growing rapidly Changes in tariffs and multi-lateral agreements Huge shifts in trade and global commerce What does this mean for the Decision Sciences? For educators and professionals? USK/July 04 APDSI Seoul/2

3 UCLA Business and Information Technologies (BIT) Project Global survey of industry practices (actual) CIO s, CTO s, Senior Information Officers GNP studies of economic evolution by country Sector studies of key industry sectors Interviews, cases, data bases Study of the labor and employment impact of outsourcing, off-shoring and automation Global research partners (leading institutions) in Sweden, Germany, Italy, India, Spain, Korea, Chile, France Argentina, UK, Japan in discussion To add: China, Russia, Mexico, Indonesia, MENA USK/July 04 APDSI Seoul/3

4 Sector Studies: Technology Impact on End-to-end Value Chain Financial services Retail banking Insurance Mortgage banking: origination, securitization and servicing Entertainment and Media Film, TV and Video: distribution technologies New business models for video products (with Entertainment/Media Center, UCLA) Telecommunications and related services Publishing Electronic publishing; technical and legal Retail Business continuity planning (funded by AT&T Foundation) RFID implementation (projects with WINMEC, UCLA Engineering) Health care Quality of care, decisions, data mining (with VA, UCLA Med School, Rand Corp) Electronics, Discrete Manufacturing, Supply Chain, Government, Education,, National Security, Business Services, Tourism, Hospitality/Leisure USK/July 04 APDSI Seoul/4

5 The Information Economy All industry sectors that address the eventual production of information goods and services Including Pure information goods: data bases, books Information services: news broadcasts Transactions services: financial services Experiential information goods: music Knowledge based professional services Information transportation: telecommunications Information processing tools: computers USK/July 04 APDSI Seoul/5

6 Picturing Economic Evolution Delivery Form Products Services Material End product Information Steel, Cement Automotive Consumer Goods Computers Books, Magazines Newspapers Music CD s Restaurants Retailing Construction Telecommunications Television Education Consulting USK/July 04 APDSI Seoul/6

7 The US Economy Products Services Material 11% 30% 41% Information 9% 50% 59% 20% 80% USK/July 04 APDSI Seoul/7

8 The New US Economy The US is now an information economy Information sectors comprise about 60% of the GNP value added by the private sector Information Services are 50% of the total Manufacturing continues to shrink The result: information services (consumer and industrial) dominate the US economy This trend applies to all economies (though at different rates and levels) USK/July 04 APDSI Seoul/8

9 Trends and Drivers Manufacturing to services shift Manufacturing productivity growth Most people are employed in services The new shift: from a material economy to an information economy Globalization continues with new forms and new players in new sectors Technology: information technologies leading to industrialization of services USK/July 04 APDSI Seoul/9

10 Operations and Decision Sciences Modeling processes and chains for information products and services Modeling process economics for information and service sectors Intelligent systems and decision support for service industries Impact of technologies on process economics and process design Competition and restructuring of industries Planning and operating decisions in information product and service sectors USK/July 04 APDSI Seoul/10

11 Information Products Products Services Material Steel, Cement Automotive Consumer Goods Restaurants Retailing Construction Information Computers Books, Magazines Newspapers Music CD s Telecommunications Television Education Consulting USK/July 04 APDSI Seoul/11

12 Technology in Information Chains Cameras Media PC/Workstation Telecom DVD Player Capture Store Process Transport Consume USK/July 04 APDSI Seoul/12

13 Music Distribution Physical Media (e.g. CD) Ship, retail CD Player Recording Equipment Digital Media Store Transport Consume Capture Store Servers Internet MP3 Player Store Transport Consume USK/July 04 APDSI Seoul/13

14 Reconstruction of Info Product Chains Logistics transformed by digital distribution Traditional distribution dominance is destroyed (publishing, newspapers, TV) First copy, second copy economics threaten IP value (P2P barter, copying, and theft) Appliances, services influence distribution (Apple, Sony, imode, SK Telecom) Products morph into services USK/July 04 APDSI Seoul/14

15 Example: TV Broadcasting Cameras Media Workstation Broadcast Television Set Capture Create Store Process Transport Consume DVR s (e.g. TiVo) USK/July 04 APDSI Seoul/15

16 Rethink Business Models Attention capture changes with technologies New business models are required DVR s could destroy traditional broadcasting Recall that TV broadcasting destroyed movies (though no one seems to know that) P2P and theft problem is huge for movies New models? Changed video products, different revenue mechanisms, bundling USK/July 04 APDSI Seoul/16

17 Information Services Products Services Material Steel, Cement Automotive Consumer Goods Restaurants Retailing Construction Information Computers Books, Magazines Newspapers Music CD s Telecommunications Television Education Consulting USK/July 04 APDSI Seoul/17

18 Technologies in Information Services On-line Access Interactive Software Servers, Software Servers, Software Telecom, Access Diagnosis Process Plan Selection Service Execution Post Sales USK/July 04 APDSI Seoul/18

19 Properties of Services Intangible output ; hard to quantify No inventories or pre-production Lack of portability Simultaneous production, consumption Customer is on-line Customer may be a co-producer Complex specifications USK/July 04 APDSI Seoul/19

20 Information services: when is a service not quite a service? Preproduction: broadcasting, web-sites Tangible output: data-bases, content delivery Portability: fax, phone, tapes, CD s, FTP Remote access: telephone, web, Internet Customer presence: automation, agents Requirements specs; quality control: feasible Customer co-production: YES! increased USK/July 04 APDSI Seoul/20

21 Diagnostic Imaging Customer Queue Technologist Machine Customer SCAN Archive Radiologist Interpret Image Tape Clerk Transcribe Report To Physician USK/July 04 APDSI Seoul/21

22 Decoupled Processes Customer Queue Technologist Machine Customer SCAN Archive Radiologist Interpret Image Tape Clerk Transcribe Report To Physician USK/July 04 APDSI Seoul/22

23 Outsourcing, De-integration Outsourcing of scans being done Outsourcing of diagnosis being done Automation of diagnosis? Coming Off shore diagnosis? Starting Off shore, outsourced transcription done Digital distributed archiving being done Loss of lock-in: referring physicians can read the images USK/July 04 APDSI Seoul/23

24 Service Industrialization What is industrialization? Standardization of products and functionality Standardization of components and piece parts Standardization of work processes Ability to specify and test output requirements Ability to package and ship output Additional factors Low cost, reliable logistics (bandwidth) Diffusion of capabilities and technology Competition drives innovation, productivity USK/July 04 APDSI Seoul/24

25 Service Transformation Technology driven Like manufacturing in the 70 s Automation Out-sourcing and virtualization Off-shore sourcing Global competition And Self service (shift process to the consumer) USK/July 04 APDSI Seoul/25

26 Global Information Chains Advances in information logistics permit globalization of information chains; trade Initially: simple data entry and data processing Evolving: information and knowledge based areas; content management and creation Topology of these chains is determined by Task complexity, interactivity Language and culture similarity Labor costs (hardware, logistics are irrelevant) USK/July 04 APDSI Seoul/26

27 IT-enabled Services Custom Specialized Interactive Cultural Commodity Standard Technical Off-line Basic Web site Call Center Data entry Simple Technical Hot-line Advanced Web sites Graphic Arts Data Management Literature Theater Product Education Design Medical Diagnosis BPO Technical Research Legal Document Research Custom Mgt Software Technical Publishing Complex USK/July 04 APDSI Seoul/27

28 Most Widely Spoken Languages Language 1. Chinese (Mandarin) 2. English 3. Hindustani 4. Spanish 5. Russian 6. Arabic 7. Bengali 8. Portuguese 9. Malay-Indonesian 10. French Approx. number of speakers 1,075,000, ,000, ,000, ,000, ,000, ,000, ,000, ,000, ,000, ,000,000 Source: Ethnologue, 13th Edition and other sources. USK/July 04 APDSI Seoul/28

29 English / Spanish Arabic & Chinese Language Footprints USK/July 04 APDSI Seoul/29

30 Major Language Groups (per capita GNP and Population) Population (million) 600 Spanish English French Arabic German <= >21000 GNP per capita ($) USK/July 04 APDSI Seoul/30

31 The English World Population (million) 600 Spanish English French Arabic German <= >21000 GNP per capita ($) USK/July 04 APDSI Seoul/31

32 The Spanish World Population (million) 600 Spanish English French Arabic German <= >21000 GNP per capita ($) USK/July 04 APDSI Seoul/32

33 Globalization of Services Increasing degree of globalization Linguistic/cultural patterns, colonial history Largest linguistic markets: English (open), Chinese (localized), Spanish (open), European languages (localized), Arabic (localized), Indian languages (localized) Simpler commodity services globalize first Logistics oriented; telecom Basic services: search Transaction oriented: banking and financial USK/July 04 APDSI Seoul/33

34 Key Takeaways The shift to the information economy Information services: the key sector Information commercialization is advancing from data to knowledge and experience New challenges for service management: old experience doesn t work Substantial impacts on globalization, trade, industry structure, and employment The structure of information services trade follows linguistic and colonial patterns USK/July 04 APDSI Seoul/34

35 Thank you USK/July 04 APDSI Seoul/35

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