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The Internet would enable new ways for service innovation and trading, as well as for analysing the resulting value networks, with an unprecedented level of scale and dynamics. Yet most related eco- nomic activities remain of a largely brittle and manual nature. Service- oriented business implementations focus on operational aspects at the cost of value creation aspects such as quality and regulatory compliance. Indeed they enforce how to carry out a certain business in a prefixed non-adaptive manner rather than capturing the semantics of a business domain in a way that would enable service systems to adapt their role in changing value propositions. In this paper we set requirements for SDL- compliant business service semantics, and propose a method for their ontological representation and governance. We demonstrate an imple- mentation of our approach in the context of service-oriented Information Governance.
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Business Service Semantics Ontological Representation & Governance of Business Semantics in Compliant Service Networks
Pieter De Leenheer, Jorge Cardoso, Carlos Pedrinaci
Thursday 7 February 13
Overview
• Analyse problems with conceptual (software / business) service modelling
• Set ontological and governance requirements for Business Service Semantics
• Proposal for an SDL-compliant upper model
• Application of the ontology in Flanders Research Information Space
• Implementation in Collibra Data Governance Center product
Thursday 7 February 13
The Problem of Service-oriented Architecture (SOA)• believed to be core enabling technology, however no large-scale adoption for our service economy
• a componential approach inspired by product innovation: “bill of materials” and “urban architecture”
➡ clever idea but with lack of appreciation of inherent traits of service co-production: variety, intangibility, and coopetition
• biased by the enterprise-centric vision, hence electronic business implementations:
• rely on hierarchy of functional components, i.e.: Web services for exchange of data and functionality
• enforce how to execute a certain business operation in a fixed pre-defined manner: time dependency and control flow
➡ good for automating EXECUTION but not for TRADING or INNOVATION
➡ ignores aspects related to the exchange of value: e.g., strategy, proposition, roles, resourcing, pricing, quality and (regulatory) compliance
• complement SOA with value abstraction level: declare knowledge about what the business domain constitutes in terms of assets and relationships that allows to reactively adapt its role in changing value propositions.
• Service-dominant marketing logic: ontological analysis of “service” as a perdurant (“action”), rather than an endurant (“object”)....
Norman & Ramirez (1993): “the key strategic task is the reconfiguration of roles and relationships among this constellation of actors in order to mobilise the creation of value in new forms and by new players.”
Thursday 7 February 13
The Problem with Business Modelling / Service Network Approaches
• dotted circles:
• process-based
• planning problem
• solid circles:
• value-based
• design problem
➡ slow tendency towards decentralised and automated approaches
➡ contamination of process-thinking in network-centric approaches
➡ tacit business semantics➡ no governance➡ Service Network Approaches
lonely at the top?
DesignNone Analysis MatchingBundling Composition Dynamic Composition
Ente
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ICT support:
Value Chain
(Porter, 1985)
BMO (Oster-walder, 2004)
e3value (Gordijn,
2002)
e3service (de
Kinderen, 2009)
Servigu-ration
(Baida, 2006)
Value Networks
(Allee, 2002)
REA (McCarthy,
1982)
GVP (Zlatev, 2007)
O-WSP (Omela-yenko, 2006)
(Razo-Zapata et
al., BUSITAL,
2010)
(Gordijn et al.,
HICCS, 2011)
(Razo-Zapata,
BUSITAL 2011)
Wiki-nomics
(Tapscott, 2008)
Digital Capital
(Tapscott, 2000)
VBC (Nakamura, 2006 )
(Traverso, 2004)
Dynami-CoS (Da
Silva, 2011)
u-Service (Lee, 2011)
CPC (Letia, 2008)
(Kohl-born, 2010)
(Becker, 2009)
Ontomat (Agarwal,
2004)
Service Architectu-res (Booth,
2004)
METEOR-S (2005)
SNN(Bitsaki, 2008)
Razo-Zapata, I.; De Leenheer, P.; Gordijn, J.; Akkermans, H. (2012) Service Network Approaches. In Barros, A.; Oberle, D. Handbook of Service Description: USDL and its Methods, Springer, pp. 45-74
Thursday 7 February 13
Service Value Networks Perspective
• service co- production, i.e. ”bundling”
• in function of well-articulated needs => a service is a function f : Needs -> SVNs
• reflects an acceptable trade-off between
• value proposition (to maximize short-term profit) and
• market accuracy (to minimize consumer sacrifice)
• evaluating other value aspects (quality and compliance) requires “business service domain” semantics that:
• provide intended - natural - interpretation of the “real world”: divergence/convergence
• makes common sense, hence is declarative and grounded in upper SDL ontology
• are agreed and shared by the right arrangement of roles and responsibilities (i.e., governance)
An Service Value Network is a complex system of peers that establish the necessary relationships to collectively produce (hence co-produce) value (in terms of a real-world service) for their environment (Razo-Zapata, De Leenheer, & Gordijn, 2011).
Business Semantics ManagementThursday 7 February 13
SDL-Compliant Upper-level Model
• inspired by Poels, FRISCO, Maglio
Operand Resource
Action
acted upon by / acting upon
Operant Resource
acting in / acted upon by Circumstance
guarded by / guarding
Composite Action
Elementary Action
part of / having part
ServiceService System
integrating / integrated by
providing / provided by
requiting / requited by
Actor role of / playing role of
"Operant In Action"
execution
value creation
governanceOperant
ResourceOperand Resource
Resource
Service System
IndividualOrganisation
part of / having part
controlled by / controlling
Competency
governance
Thursday 7 February 13
Flanders Research Information Spacehttp://www.researchportal.be/
• Boost innovation through• aggregating data and make it
publicly available• 19683 projects• 1976 organisations• 13982 researchers• ...
• multiple parties deliver• Enterprise Info. Mgt.
• SOA (Attira)• Business Semantics (EuroCRIS,
Collibra)• Business Artefacts (IBM Research,
Collibra)• CERIF standard• Linked Data Approaches
Thursday 7 February 13
Characteristics of the FRIS Ecosystem
•Participatory• Equally privileged• Act autonomously• Interdependence• Distributed
•Long Life Cycles•Governance Levels•Variability•Authentic Resources
© courtesy of G. Van Grootel, EWI
project mgt.funding programme mgt.
Thursday 7 February 13
FRIS Ontology Instantiation
Organisation
Speech Community
"VUB"
Semantic Community"FRIS"
controlling / controlled by
having part / part ofIndividual: "John"having part / part of
Vocabulary "Project"
Service: "Define Project
Vocabulary"
providing / provided by
acted upon by / acting upon
acting in /acted upon by
Actor: "Business Steward"
playing role of / role of
"Individual in Service"
Service System
Operand Resource
providing / provided by
controlling / controlled by
Concept "Project"
expressed by / expressing
Circumstance: "Define Proposal
Vocabulary Ended"guarded by / guarding
Thursday 7 February 13
Data Governance Center
Thursday 7 February 13
Further Reading
• SDL-compliant upper-level model highlighting extension points for
• value creation: Razo-Zapata, I.; De Leenheer, P.; Gordijn, J.; Akkermans, H. (2012) Fuzzy Verification of Service Value Networks. In Proc. of the International Conference on Advanced Information Systems Engineering (CAiSE 2012), Springer LNCS 7328, pp. 95-110
• execution: Limonad, L.; De Leenheer, P.; Linehan, M.; Hull, R.; Vaculín, R. (2012) Ontology of Dynamic Entities. In Proc. of 31st International Conference on Conceptual Modeling (ER 2012), LNCS, Springer
• more on FRIS: Debruyne, C.; De Leenheer, P. (2012) Insights in Business Semantics Management: Case Studies drawn from the Flemish Public Administration. In Aufaure, M.-A.; Zimanyí, E. (eds.) Handbook for the Second European Business Intelligence Summer School (eBISS 2012), LNBIP, Springer
• can we automatically reconfigure Actor role played by Operant that acts in a Services in response to quality or compliance issues ?
• De Leenheer, P. and Debruyne, C. (2009) Towards Social Performance Indicators for Community-based Ontology Evolution. In Proc. of ISWC Workshop on Collaborative Construction, Management and Linking of Structured Knowledge (CK2009)
Thursday 7 February 13