welcome to almaden 20150716 v19
TRANSCRIPT
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04/15/2023 1
Welcome to IBM Research - AlmadenJim Spohrer, IBM
Director, Global University Programs (GUP) and Cognitive Systems Institute Group (CSIG) Almaden visit, Thur July 16, 2015
http://www.slideshare.net/spohrer/welcome-to-almaden-20150716-v19
© IBM 2015, IBM UPward - University Programs Worldwide accelerating regional
development
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Explain external phenomena
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Explain internal phenomena
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Goals for Talk
• Learn about IBM, IBM Research– “On a mission to build a smarter planet.”– “Platforms for making and scaling
innovations.”
• Learn about Universities– “Best way to predict the future is to
inspire the next generation of students to build it better.”
– “The future is already here at universities, it is just not yet well distributed.”
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IBM operates in 170 countries around the globe
Acquisitions contribute significantly to IBM’s growth ; ~120 acquisitions in last decade
Number 1 in patent generation for more than two decades
More than 40% of IBMs workforce does business away from an office
5 Nobel Laureates10 time winner of the President’s National Medal of Technology & Innovation – latest for LASIK laser refractive surgical techniques
The Smartest Machine On Earth
100 Years of Business & Innovation in 2011
New Era in IBM’s Leadership
IBM Growth Initiatives
IBM has ~400,000 employees worldwide
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Data: From Resource to ServiceCloud
Social
Internet of Things
Makers
Cognitive
Security
Analytics
Cyber-Physical Systems
Smarter Planet
Smart Service SystemsIndustry 4.0
Mobile
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IBM
• 1. Big• 2. Historic• 3. Inventive• 4. Acquisitive• 5. Brand
• 6. IBMers• 7. Ups & Downs• 8. Open• 9. Mysterious• 10. Future
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IBM in Silicon Valley:From Punch Cards….
On August 22, 1943, 105 men, women and children, among them 43 IBM employees, alighted from a special train that carried them across the continent to establish new homes and the new IBM Card Manufacturing Plant Number 5 at 16th and St. John Streets, San Jose, CA.
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IBM in Silicon Valley:To Brain Chips….
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What $1000 buys
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IBM TrueNorth Chip
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My first program…
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“Startups as Cognitive Team Sport”
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T-Shaped MakersBreadth & Depth
sector
region/culture
discipline
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Helping individuals and organizations close their innovation skills gap
for smarter systems that service customers and citizens
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Winfried WilckeT-shaped Explorer
From Battery 500 to next generation cognitive systems
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Primary Sector Example
Robin Lougee
Jeff Welser
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New Materials
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Utility Fog: “The Stuff Dreams Are Made Of”
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What’s UP at IBM?
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Those in-the-know say, “IBM is helping to build a Smarter Planet…”
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Smarter Planet = Smarter “Service” Systems
INSTRUMENTED We now have the ability to
measure, sense and see the exact condition of practically everything.
INTERCONNECTED People, systems and objects
can communicate and interact with each other in
entirely new ways.
INTELLIGENT We can respond to changes
quickly and accurately, and get better results
by predicting and optimizing for future events.
WORKFORCE
PRODUCTS
SUPPLY CHAIN
COMMUNICATIONS
TRANSPORTATION BUILDINGS
IT NETWORKS
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Land-population-energy-carbon
Carlo Ratti:Senseable Cities
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IBM Platforms for Entrepreneurs
• Smarter Cities Intelligent Operations Center Platform• IBM Watson & Cognitive Computing Platform• IBM UP helping university startups to scale-up (growth)04/15/2023
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Welcome to the new age ofplatform technologies and
smarter service systems for every sector of business and society
nested, networks systems
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National Science FoundationA feature of a service system is the participation and cooperation of the customer in the service and its delivery. A service system then requires an integration of knowledge and technologies from a range of disciplines, often including engineering, computer science, social science, behavioral science, and cognitive science, paired with market knowledge to increase its social benefit.
Nano-Bio-Info-Cogno
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Holistic Service Systems (HSS)
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http://www.service-science.info/archives/1056
Nation
State/Province
City/Region
UniversityCollege
K-12
Cultural &ConferenceHotels
HospitalMedical
Research
Worker(professional)
Family(household)
For-profits:Business Entrepreneurship
Non-profitsSocial Entrepreneurship
U-BEEJob Creator/Sustainer
U-BEEs = University-Based Entrepreneurial Ecosystems
“The future is already here (at universities),it is just not evenlydistributed.”
“The best way topredict the futureis to (inspire the nextgeneration of studentsto) build it better.”
“Multilevel nested, networked holistic service systems (HSS) that provision whole service (WS) tothe people inside them. WS includes flows (transportation, water, food, energy, communications), development (buildings, retail ,finance, health, education), and governance (city, state, nation). ”
University Four Missions1. Learning2. Discovery3. Engagement4. Convergence
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Universities Matter #1
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Japan
ChinaGermany
France
United KingdomItaly
Russia SpainBrazilCanada
IndiaMexico AustraliaSouth Korea
NetherlandsTurkey
Sweden
y = 0,7489x + 0,3534R² = 0,719
0
1
2
3
4
5
6
7
8
9
0 1 2 3 4 5 6 7 8 9
% g
loba
l G
DP
% top 500 universities
Nation’s % WW GDP and % Top 500 Universities (2009 Data)
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Universities Matter #2
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…But it can be costly, American student loan debt is over $900M
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Universities Matter #3
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“When we combined the impact of Harvard’s direct spending on payroll, purchasing and construction – the indirect impact of University spending – and the direct and indirect impact of off-campus spending by Harvard students – we can estimate that Harvard directly and indirectly accounted for nearly $4.8 billion in economic activity in the Boston area in fiscal year 2008, and more than 44,000 jobs.”
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“The best way to predict the future is to inspire the next generation of students to build it better”
Digital Natives Transportation Water Manufacturing
Energy Construction ICT Retail
Finance Healthcare Education Government
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Brief History of AI
• 1956 – Dartmouth Conference• 1956 – 1981 Micro-Worlds• 1981 – Japanese 5th Generation• 1988 – Expert Systems Peak• 1990 – AI Winter• 1997 – Deep Blue• 1997 – 2011 Real-World• 2011 – Jeopardy! & SIRI• 2013 – Cognitive Systems Institute• 2014 – Watson Business Unit• 2015 – “Cognition as a Service”
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Vision: Augment & Scale Expertise
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Cognitive Assistants - Occupations
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Biochemist/Biochemical Engineer
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Occupations = Many Tasks
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Watson Discovery Advisor
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Simonite, T. 2014. Software Mines Science Papers to Make New Discoveries. MIT. November 25, 2014.URL: http://m.technologyreview.com/news/520461/software-mines-science-papers-to-make-new-discoveries/
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User Models
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New Era of Computing:Cognitive Technologies & Componentry
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Natural Language– Reasoning, Logic & Planning– Symbolic Processing– Natural Language Processing– Ranking of Hypotheses– Knowledge Representations– Domain-Specific Ontologies– Information Storage/Retrieval– Machine Learning, Reasoning– Von Neumann Componentry– OpenPOWER Systems
Pattern Recognition– Recognition, Sensing & Acting– Pattern Processing– Image & Speech Processing– Ranking of Hypotheses– Pattern Representations– Domain-Specific Neural Nets– Information Storage/Retrieval– Machine Learning, Perception– Neuromorphic Componentry– TrueNorth & Corelets Systems
AI for IA: Intelligence Augmentation(Engelbart’s Visiion)
Cognitive Assistants(“Cogs”) that boost creativity and productivity of people in smart service systems.
Cognition as a Service
IBM Cloud Bluemix
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Holistic Service Systems (HSS)
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http://www.service-science.info/archives/1056
Nation
State/Province
City/Region
UniversityCollege
K-12
Cultural &ConferenceHotels
HospitalMedical
Research
Worker(professional)
Family(household)
For-profits:Business Entrepreneurship
Non-profitsSocial Entrepreneurship
U-BEEJob Creator/Sustainer
U-BEEs = University-Based Entrepreneurial Ecosystems
“The future is already here (at universities),it is just not evenlydistributed.”
“The best way topredict the futureis to (inspire the nextgeneration of studentsto) build it better.”
“Multilevel nested, networked holistic service systems (HSS) that provision whole service (WS) tothe people inside them. WS includes flows (transportation, water, food, energy, communications), development (buildings, retail ,finance, health, education), and governance (city, state, nation). ”
University Four Missions1. Learning/Teaching2. Discovery/Research3. Engagement
/Customer4. Convergence
/Integration
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In Summary
“A service scienceperspective considersthe evolving ecology of service system entities, value co-creation andcapability co-elevationInteractions, their capabilities, constraints,rights, and responsibilities.
Cognitive SystemsEntities
Service SystemsEntities Cognitive
AssistantsRights &Responsibilities
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Moore’s-Like Law for Smart Service Systems
Computational System
Smarter TechnologyRequires investment roadmap
Service Systems: Stakeholders & Resources
1. People 2. Technology3. Shared Information4. Organizations
connected by win-win value propositions
Smarter Buildings, Universities, CitiesRequires investment roadmap
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People:From I to T-shape and Beyond!
Many disciplinesMany sectors
Many regions/cultures(understanding & communications)
Deep in one sector
Deep in one region/culture
Deep in one discipline
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Cognitive Limits of Different Types of Service System Entities
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Knowledge levels can help make ushealthier, wealthier, and wiser
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Alone in the Wilderness
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Thinking About Value• Service as value co-creation
– The application of knowledge for mutual benefits (outcomes) when entities interact
• Service innovations scale benefits– Role of platforms (tech, biz, social)
• Service experience– Expectations, Interactions,
Outcomes
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Basics• Service science is the study of service systems and value-cocreation interactions
and outcomes, through the lens of a service-dominant logic (SDL) worldview– All economic interactions are direct or indirect service interactions– Goods are vehicles for indirect service interactions
• SDL (Vargo & Lusch) defines service as…– the application of competence (e.g., knowledge) for the benefit of another entity– slightly more specific, easier to understand
• Service science (Spohrer & Maglio) defines service as…– value-cocreation interactions among service system entities– slightly more general, harder to understand
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Service Systems Thinking: ABC’s
A. Service Provider
• Individual• Institution• Public or Private
C. Service Target: The reality to be transformed or operated on by A, for the sake of B
• Individuals or people, dimensions of • Institutions or business and societal organizations,
organizational (role configuration) dimensions of• Infrastructure/Product/Technology/Environment,
physical dimensions of• Information or Knowledge, symbolic dimensions
B. Service Customer
• Individual• Institution• Public or Private
Forms ofOwnership Relationship
(B on C)
Forms ofService Relationship(A & B co-create value)
Forms ofResponsibility Relationship
(A on C)
Forms ofService Interventions
(A on C, B on C)
Spohrer, J., Maglio, P. P., Bailey, J. & Gruhl, D. (2007). Steps toward a science of service systems. Computer, 40, 71-77.From… Gadrey (2002), Pine & Gilmore (1998), Hill (1977)
Vargo, S. L. & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1 – 17.
“Service is the application ofcompetence for the benefitof another entity.”
Example Provider: College (A)Example Target: Student (C)Discuss: Who is the Customer (B)?- Student? They benefit…- Parents? They often pay…- Future Employers? They benefit…- Professional Associations?- Government, Society?
A B
C
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Service Science: Conceptual Framework
• Resources: Individuals, Institutions, Infrastructure, Information• Stakeholders: Customers, Providers, Authorities, Competitors• Measures: Quality, Productivity, Compliance, Sustainable Innovation• Access Rights: Own, Lease, Shared, Privileged
Ecology(Populations & Diversity)
Entities(Service Systems, both Individuals & Institutions)
Interactions(Service Networks,
link, nest, merge, divide)
Outcomes(Value Changes, both
beneficial and non-beneficial)
Value Proposition (Offers & Reconfigurations/
Incentives, Penalties & Risks)
Governance Mechanism (Rules & Constraints/
Incentives, Penalties & Risks)
Access Rights(Relationships of Entities)
Measures(Rankings of Entities)
Resources(Competences, Roles in Processes,
Specialized, Integrated/Holistic)
Stakeholders(Processes of Valuing,
Perspectives, Engagement)
Identity(Aspirations & Lifecycle/
History)
Reputation(Opportunities & Variety/
History)
prefer sustainable non-zero-sum
outcomes,i.e., win-win
win-win
lose-lose win-lose
lose-win
Spohrer, JC (2011) On looking into Vargo and Lusch's concept of generic actors in markets, or“It's all B2B …and beyond!” Industrial Marketing Management, 40(2), 199–201.
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Service system entities configure four types of resources
• First foundational premise of service science:
– Service system entities dynamically configurefour types of resources
– Resources are the building blocks of entity architectures
• Named resources are:– Physical or – Not-Physical– Physicist resolve disputes
• Named resources have:– Rights or– No Rights– Judges resolve disputes
Spohrer, J & Maglio, P. P. (2009) Service Science: Toward a Smarter Planet. In Introduction to Service Engineering. Editors Karwowski & Salvendy. Wiley. Hoboken, NJ..
Physical
Not-Physical
Rights No-Rights
2. Technology/EnvironmentInfrastructure
4. SharedInformation/
SymbolicKnowledge
1. People/Individuals
3. Organizations/Institutions
Formal service systems can contract to configure resources/apply competenceInformal service systems can promise to configure resources/apply competence
Trends & Countertrends (Balance Chaos & Order):(Promise) Informal <> Formal (Contract)
(Relationships & Attention) Social <> Economic (Money & Capacity)(Power) Political <> Legal (Rules)
(Evolved) Natural <> Artificial (Designed)(Creativity) Cognitive Labor <> Information Technology (Routine)
(Dance) Physical Labor <> Mechanical Technology (Routine)(Relationships) Social Labor <> Transaction Processing (Routine)
(Atoms) Transportation <> Communication (Bits)(Tacit) Qualitative <> Quantitative (Explicit)
(Secret) Private <> Public (Shared)(Anxiety-Risk) Challenge <> Routine (Boredom-Certainty)
(Mystery) Unknown <> Known (Justified True Belief)
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Service system entities calculate value from multiple stakeholder perspectives
• Second foundational premise of service science
– Service system entities calculate value from multiple stakeholder perspectives
– Value propositions are the building blocks of service networks
• A value propositions can be viewed as a request from one service system to another to run an algorithm (the value proposition) from the perspectives of multiple stakeholders according to culturally determined value principles.
• The four primary stakeholder perspectives are: customer, provider, authority, and competitor
– Citizens: special customers– Entrepreneurs: special providers– Parents: special authority– Criminals: special competitors
Spohrer, J & Maglio, P. P. (2009) Service Science: Toward a Smarter Planet. In Introduction to Service Engineering. Editors Karwowski & Salvendy. Wiley. Hoboken, NJ. .
Model of competitor: Does it put us ahead? Can we stay ahead? Does it differentiate us from the competition?
Will we?(invest tomake it so)
StrategicSustainable Innovation(Marketshare)
4.Competitor(Substitute)
Model of authority: Is it legal? Does it compromise our integrity in any way? Does it create a moral hazard?
May we?(offer anddeliver it)
RegulatedCompliance(Taxes andFines, Quality of Life)
3.Authority
Model of self: Does it play to our strengths? Can we deliver it profitably to customers? Can we continue to improve?
Can we?(deliver it)
CostPlus
Productivity(Profit, Mission, Continuous Improvement, Sustainability)
2.Provider
Model of customer: Do customers want it? Is there a market? How large? Growth rate?
Should we?(offer it)
ValueBased
Quality(Revenue)
1.Customer
ValuePropositionReasoning
BasicQuestions
PricingDecision
MeasureImpacted
StakeholderPerspective(the players)
Value propositions coordinate & motivate resource access
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Service system entities reconfigure access rights to resources by mutually agreed to value propositions
• Third foundational premise of service science
– Service system entities reconfigure access rights to resources by mutually agreed to value propositions
– Access rights are the building blocks of the service ecology (culture and information)
• Access rights– Access to resources that are owned
outright (i.e., property)– Access to resource that are
leased/contracted for (i.e., rental car, home ownership via mortgage, insurance policies, etc.)
– Shared access (i.e., roads, web information, air, etc.)
– Privileged access (i.e., personal thoughts, inalienable kinship relationships, etc.)
service = value-cocreationB2BB2CB2GG2CG2BG2GC2CC2BC2G***
provider resourcesOwned OutrightLeased/ContractShared Access
Privileged Access
customer resourcesOwned OutrightLeased/ContractShared Access
Privileged Access
OO
SA
PA
LC
OO
LC
SA
PA
S AP C
Competitor Provider Customer Authority
value-proposition change-experience dynamic-configurations
(substitute)
time
Spohrer, J & Maglio, P. P. (2009) Service Science: Toward a Smarter Planet. In Introduction to Service Engineering. Editors Karwowski & Salvendy. Wiley. Hoboken, NJ..
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Service system entities interact to create ten types of outcomes
• Four possible outcomes from a two player game
• ISPAR generalizes to ten possible outcomes
– win-win: 1,2,3– lose-lose: 5,6, 7, maybe 4,8,10– lose-win: 9, maybe 8, 10– win-lose: maybe 4
lose-win(coercion)
win-win(value-cocreation)
lose-lose(co-destruction)
win-lose(loss-lead)
Win
Lo
seP
rovid
er
Lose WinCustomer
ISPAR descriptive model
Maglio PP, SL Vargo, N Caswell, J Spohrer: (2009) The service system is the basic abstraction of service science. Inf. Syst. E-Business Management 7(4): 395-406 (2009)
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Service system entities learn to systematically exploit technology:Technology can perform routine manual, cognitive, transactional work
L
Learning Systems(“Choice & Change”)
Exploitation(James March)
Exploration(James March)
Run/Practice-Reduce(IBM)
Transform/Follow(IBM)
Innovate/Lead(IBM)
Operations Costs
Maintenance Costs
Incidence Planning & Response Costs (Insure)
Incremental
Radical
Super-Radical
Internal
External
Interactions
“To bethe best,
learn fromthe rest”
“Doublemonetize,
internal winand ‘sell’ to
external”
“Try tooperateinside
thecomfortzone”
March, J.G. (1991) Exploration and exploitation in organizational learning. Organizational Science. 2(1).71-87.Sanford, L.S. (2006) Let go to grow: Escaping the commodity trap. Prentice Hall. New York, NY.
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Service system entities are physical-symbol systems
• Service is value cocreation.
• Service system entities reason about value.
• Value cocreation is a kind of joint activity.
• Joint activity depends on communication and grounding.
• Reasoning about value and communication are (often) effective symbolic processes.
Newell, A (1980) Physical symbol systems, Cognitive Science, 4, 135-183.
Newell, A & HA Simon(1976). Computer science as empirical inquiry: symbols and search. Communications of the ACM, 19, 113-126.
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Summary
Spohrer, J & Maglio, P. P. (2009) Service Science: Toward a Smarter Planet. In Introduction to Service Engineering. Editors Karwowski & Salvendy. Wiley. Hoboken, NJ. .
Physical
Not-Physical
Rights No-Rights
2. Technology/Infrastructure
4.. SharedInformation
1. People/Individuals
3. Organizations/Institutions
1. Dynamically configure resources (4 I’s)
Model of competitor: Does it put us ahead?
Will we?StrategicSustainable Innovation
4.Competitor/Substitutes
Model of authority: Is it legal?
May we?RegulatedCompliance3.Authority
Model of self: Does it play to our strengths?
Can we?CostPlus
Productivity2.Provider
Model of customer: Do customers want it?
Should we?Value Based
Quality1.Customer
ReasoningQuestionsPricingMeasureImpacted
StakeholderPerspective
2. Value from stakeholder perspectives
S AP C
3. Reconfigure access rights
4. Ten types of outcomes (ISPAR)
5. Exploit information & technology
6. Physical-Symbol Systems
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Learning MoreAbout Service Systems…
• Fitzsimmons & Fitzsimmons– Graduate Students– Schools of Engineering & Businesses
• Teboul– Undergraduates– Schools of Business & Social Sciences– Busy execs (4 hour read)
• Ricketts– Practitioners– Manufacturers In Transition
• And 200 other books…– Zeithaml, Bitner, Gremler; Gronross, Chase, Jacobs, Aquilano;
Davis, Heineke; Heskett, Sasser, Schlesingher; Sampson; Lovelock, Wirtz, Chew; Alter; Baldwin, Clark; Beinhocker; Berry; Bryson, Daniels, Warf; Checkland, Holwell; Cooper,Edgett; Hopp, Spearman; Womack, Jones; Johnston; Heizer, Render; Milgrom, Roberts; Norman; Pine, Gilmore; Sterman; Weinberg; Woods, Degramo; Wooldridge; Wright; etc.
• URL: http://www.cob.sjsu.edu/ssme/refmenu.asp
• More Textbooks: http://service-science.info/archives/1931
Reaching the Goal: How Managers Improve
a Services Business Using Goldratt’s
Theory of Constraints By John Ricketts, IBM
Service Management:Operations, Strategy,
and Information Technology
By Fitzsimmons and Fitzsimmons, UTexas
Service Is Front Stage:Positioning services for
value advantageBy James Teboul, INSEAD
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Service Innovators
• ISSIP = International Society of Service Innovation Professionals
• T-shaped Professionals– Depth– Breadth
• Register at:– ISSIP.org
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Who is responsible for what type of innovation in a large enterprise?
• Role 1: A. CIO (processes, operations) cares about improving internal offerings (KPI focus, internal), as well as creating some new internal offerings … CIO often works with HR on creating new offerings (B.)
• Role 2: B. Research VP and Marketing VP cares about creating new external types/new categories of offerings to existing/new customers (many design and service innovation frameworks focus solely on this aspect of innovation)
• Role 3: A.-E. GBS VP (consulting) cares about the portfolio of offerings, as well as helping customers with their portfolios:
– C. with Finance VP cares about portfolio balance of service offerings (Rickett’s “Reaching The Goal” book)– A. improving individual offerings to customers (KPI focus, external – See Anderson and Naur “Value Merchants), as
well as working with Research on B.– D. and E. Helping customers in different industries with all of the above, requires industry maps with KPIs – key
performance indicators, and industry maturity models), often either technology or talent is the driver• Role 4: A.-E. GTS VP (data centers) cares about – all of the above, but more from a technology-driven view
of service delivery… as the cost of technology changes, so do the offerings, portfolio, and opportunities• Role 5: F. Strategy VP and Marketing VP cares about ecosystems, including divestitures, mergers &
acquisitions, developers, customer co-creators, etc. versus competitors
• Acronyms: CIO = Chief Information Officer; HR = Human Resources; GBS = Global Business Services; GTS = Global Technology Services
• Point: Many executives are responsible for a piece of the service innovation puzzle
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Doblin Deloitte:Ten Types of Innovation
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Measuring Impact (2003-2009)• SSME: IBM Icon of Progress & IBM Research Outstanding Accomplishment
– Internal 10x return: CBM, IDG, SDM Pricing & Costing, BIW COBRA, SIMPLE, IoFT, Fringe, VCR• Key was tools to model customers & IBM better• Also tools to shift routine physical, mental, interactional & identify synergistic new ventures• Alignment with Smarter Planet & Analytics (instrumented, interconnected, intelligent)• Alignment with Smarter Cities, Smarter Campus, Smarter Buildings (Holistic Service Systems)
– External: More than $1B in national investments in Service Innovation activities– External: Increase conferences, journals, and publications– External: Service Science SIGs in Professional Associations– External: Course & Program Guidelines for T-shaped Professionals, 500+ institutions– External: National Service Science Institutions, Books & Case Studies (Open Services Innovation)– External: International Society of Service Innovation Professionals (ISSIP)
• Service Research – service innovation methods in each area….– 1. Improve existing offerings (value propositions that can move the needle on KPI’s)– 2. Create new offerings (for old and new customers)– 3. For both of the above, improve customer/partner capabilities (ratchet each other up)– 4. Reshape portfolio and ecosystem, improve outcomes insourcing, outsourcing, acquisitions, divestitures
(interconnect-fission-fusion), across portfolio offerings as well as ecosystem entities– 5. For all four of the above, increase patents and service IP assets (some donated to open forums)– 6. For all five of the above, increase publications and body-of-knowledge (professional associations)
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MEA University Programs
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Watson Services on Bluemix
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Glossary• Service: Value co-creation entities, interactions, and outcomes; The application of knowledge
for mutual benefits.• Service Innovation: Scaling the benefits of new knowledge globally, rapidly, and sustainably• Service Platform: A means of scaling the mutual benefits of new knowledge: technology (smart
phones), business model (franchise), skills (universal education), etc.• Service system: The systems studied by service science. A dynamic configuration of people,
technology, organizations, and shared resources, connected internally and externally by value propositions. Examples: people, families, universities, cities, states, nations, businesses, hospitals, hotels, etc.
• Service science: The study of the evolving ecology of nested, networked service system entities – complex systems with capabilities, constraints, rights, and responsibilities – and their interactions, including value co-creation and capability co-elevation processes.
• Physical symbol system: The systems studied by computer science. Examples: Turing machines, Computers.
• Cognitive systems: The systems studied by cognitive science. Cognitive system entities have 4 L capabilities: language, learning, levels (of confidence), and limbs.
• Smart service systems: Service systems in which all the people in the systems have access to cognitive assistants.
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More to Read & Watch
• Rapidly Rebuilding Societal Infrastructure from Scratch– Posted by Jim Spohrer on 14 July 2012, 11:55 am – http://service-science.info/archives/2189
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• “To our children and children’s children,
to whom we elders owe an explanation of the world
that is understandable, realistic, forward-looking, and whole.”
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IBM Almaden Service Research (ASR):Entities, Interactions, Outcomes
Entities(People InsideExperiences)
Interactions (Offerings, and KPIs)
Outcomes(Configurations)
Improve Self (IBM)
A. Improve existing offering (internal/external) C. (Re)shape Portfolio
B. Create new offering (internal/external)
Help Others (Customers, Partners, etc.)
D. Improve existing offering (internal/external) F. (Re)shape Ecosystem
E. Create new offering (internal/external)
For all people, their experiences matter, in service innovation,such as employees, customers, partners, and peripheral stakeholders.
For all the above, IBM Research must also consider:(1) Patents/Intellectual Property and Applications(2) Publications/Create New Knowledge
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Conferences• ICSERV, July
– July 7-9, San Jose
• Frontiers, July– July 9-12, San Jose– Deadline Nov 20th
• AHFE HSSE, July– July 26-30, Las Vegas
• HICSS– January 5-8, Hawaii
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Cognitive Assistants for all occupations are beginning to appear
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Watson Platform on BlueMix
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CSIG: Cognitive Systems Institute Group
LinkedIn discussion Cognitive-Systems-Institute-6729452
Web site for resource sharing cognitive-science.info
Bluemix ibm.biz/HackBluemix ibm.biz/LearnBluemix $0.07 per GB-Hour (*) * = check online for current pricing info
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Smarter, yes
Ken Jennings jokingly wrote: “(I for one welcome our new computer overlords)”
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Smarter, Yes! But Wiser?
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Smarter Service Systems Workshop
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National Science FoundationA feature of a service system is the participation and cooperation of the customer in the service and its delivery. A service system then requires an integration of knowledge and technologies from a range of disciplines, often including engineering, computer science, social science, behavioral science, and cognitive science, paired with market knowledge to increase its social benefit.
Nano-Bio-Info-Cogno
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ISSIP.orgProfessional Development for Service Innovators
• 2015 Conferences– HICSS, Honolulu, HI, Jan 5-8– T Summit, E Lansing, MI, Mar 16-17– ICSERV,San Jose, CA July 6-8– Frontiers, San Jose, CA July 9-12– AHFE HSSE,Las Vegas, NV July 23-27
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Professionals Associations & T-Shapes
• ISSIP• INFORMS• IEEE• ACM• AMA (Marketing)• AIS• POMS• TSIA
For more complete list of 24 see: http://service-science.info/archives/1982
http://tsummit2014.org
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Journals
For more see: http://service-science.info/archives/2634
Paul Maglio, Editor Mary Jo Bitner, Editor
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Readings & Textbooks
See http://service-science.info/archives/2708 http://service-science.info/archives/1931
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Recent Report, Funding, etc.
http://california-center-for-service-science.org/nsf-workshop/
http://www.nsf.gov/pubs/2014/nsf14610/nsf14610.htmhttps://www.linkedin.com/groups/NSF-Industry-Academe-Enabling-Smart-5109582
http://web.mit.edu/mitssrc/nsf/index.html
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Conferences
• HICSS (Jan Hawaii) – 1000• AAAI (Jan Austin) – 2000• InterConnect (Feb Las Vegas) - 3000• Service System Symposium (Feb Tokyo) - 100• T Summit (Mar Michigan) – 250• CogSci (May Los Angeles) – 500• Service System Forum (May Venice) - 200• Naples Forum (June Naples) – 150• ICServ (July San Jose) – 120• Frontiers (July San Jose) – 250• AHFE HSSE (July Las Vegas) – 3000
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Guardian of the Genome – P53
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Explain phenomenaand build better tools and systems
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What should service scientists make of all of this kind of talk?
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Resilence?
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Jim Spohrer, IBM• Dr. James (“Jim”) C. Spohrer is Director
IBM Global University Programs and leads IBM’s Cognitive Systems Institute. The Cognitive Systems Institute works to align cognitive systems researchers in academics, government, and industry globally to improve productivity and creativity of problem-solving professionals, transforming learning, discovery, and sustainable development. IBM University Programs works to align IBM and universities globally for innovation amplification and T-shaped skills. Jim co-founded IBM’s first Service Research group, ISSIP Service Science community, and was founding CTO of IBM’s Venture Capital Relations Group in Silicon Valley. He was awarded Apple Computers’ Distinguished Engineer Scientist and Technology title for his work on next generation learning platforms. Jim has a Yale PhD in Computer Science/Artificial Intelligence and MIT BS in Physics. His research priorities include service science, cognitive systems for smart holistic service systems, especially universities and cities. With over ninety publications and nine patents, he is also a PICMET Fellow and a winner of the S-D Logic award.
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Professional Roles• Director Global University Programs and Cognitive Systems Institute (2014 - )
– http://cognitive-science.info – Cognitive Assistants for all occupations in smart service systems
• Director IBM Global University Programs (2009 – 2014)– http://www.ibm.com/university – 6 R’s - research, readiness, recruiting, revenue, responsibility, regions)– Universities as “smarter service systems” and startup engines of their regions
• Founding Director of IBM’s first Service Research group (2003 - 2009)– http://www.service-science.info – Service Science (short for Service Science Management Engineering Design Arts Public Policy)– http://www.issip.org– International Society of Service Innovation Professionals (ISSIP)
• Founding CTO of IBM’s Venture Capital Relations Group (1999-2002)• Apple Computer’s (Distinguished Engineer Scientist and Technologist) award (90’s)• Student: Ph.D. Computer Science/Artificial Intelligence from Yale University (80’s)• Researcher: Dialogue Systems/VERBEX – Speech Recognition Startup (1978-1982)• Student: B.S. in Physics from MIT (1974-1978)
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Measuring Impact (2003-2009)• SSME: IBM Icon of Progress & IBM Research Outstanding Accomplishment
– Internal 10x return: CBM, IDG, SDM Pricing & Costing, BIW COBRA, SIMPLE, IoFT, Fringe, VCR• Key was tools to model customers & IBM better• Also tools to shift routine physical, mental, interactional & identify synergistic new ventures• Alignment with Smarter Planet & Analytics (instrumented, interconnected, intelligent)• Alignment with Smarter Cities, Smarter Campus, Smarter Buildings (Holistic Service Systems)
– External: More than $1B in national investments in Service Innovation activities– External: Increase conferences, journals, and publications– External: Service Science SIGs in Professional Associations– External: Course & Program Guidelines for T-shaped Professionals, 500+ institutions– External: National Service Science Institutions, Books & Case Studies (Open Services Innovation)– External: International Society of Service Innovation Professionals (ISSIP)
• Service Research, a Portfolio Approach– 1. Improve existing offerings (value propositions that can move the needle on KPI’s)– 2. Create new offerings (for old and new customers)– 3. Improve outcomes insourcing, outsourcing, acquisitions, divestitures (interconnect-fission-fusion)– 4. For all three of the above, improve customer/partner capabilities (ratchet each other up)– 5. For all four of the above, increase patents and service IP assets (some donated to open forums)– 6. For all five of the above, increase publications and body-of-knowledge (professional associations)
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Dedication: Doug EngelbartFather of the mouse and
augmentation theory
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