Strategic exploring of emerging services by visualization of technology-service association for technology-based service providers

Abstract

As the technical progress has been saturated, the convergence of technologies or the fusion of technologies has changed the business circumstances of technology-based service providers whose goal is the delivery of technically advanced services. It is required to explore potential technology-based service markets with the technology exploitation. Because of characteristics of the technology-based services, it should be examined from two viewpoints such as technology-push and customer-pull. For exploring a whole landscape for potential service markets based on the technology, we use visualization as an aid to connect technologies and services. Our visualization method enables to understand positions of emerging technologies and services, evaluate the marketability of services, and identify the opportunities or risks of the future service markets strategies. And we applied our method for the service portfolio management of a network service provider in South Korea. (C) 2009 Elsevier Ltd. All rights reserved.