Palvelut muokkaavat kaikkia toimialoja: Palveluliiketoiminnan toimialakohtaiset tiekartat

Pentti Vähä, Jari Kettunen, Tapani Ryynänen, Minna Halonen, Jouko Myllyoja, Maria Antikainen, Jari Kaikkonen

    Research output: Book/ReportReport

    1 Citation (Scopus)


    The transition from a manufacturing economy to a service economy and from goods-oriented hardware suppliers to service providers is ongoing and gaining momentum. This change affects not only industry but also society as a whole, influencing everyday life for all of us. Service, rather than goods, is the basis of economic and social exchange: service is exchanged for service. Services now represent over 70 per cent of the economy in the OECD countries, and over 80 per cent in the USA. In Finland, the share is about 67 per cent, lower than the average in the OECD countries. This is accounted for by Finland's export-and manufacturing-intensive industry structure. For the most part, the service share of the gross domestic product (GDP) is growing everywhere in the world. Technology is developing rapidly, providing new service business opportunities and changing production and delivery processes. The application of information and communication technologies (ICT), in particular, has had a marked effect on the efficiency of service production, the availability of services and the profitability of service business in domains with services of a knowledge-intensive or routine-like nature. On a practical level, the purpose of ICT application is to achieve benefits such as duplication ability, cost savings, scalability of services, updates and use of information, stronger sales and marketing, faster information flows and operation processes, and improved maintainability of services. ICT also enables new services, although the elaboration and implementation of services take place at a considerably slower pace than technology allows. Based on a growing amount of information, can, for example, new kinds of knowledge-intensive services be built? The big challenge is how to combine personality and a feeling of being served with technology use, especially in areas in which the client is used to communicating with another human rather than a machine (high tech + high touch). Research into services and service systems is also new internationally. Indepth R&D efforts only really started in the twenty-first century when forums focusing on service, and scientific journals were established and national R&D programmes were launched. Over the past couple of years, VTT's interests have extended to technology-based business and innovation research. Many research groups and teams at VTT have carried out relevant research - often without explicitly referring to their work as service research. One of the target areas has been business cases with new commercial service innovations. By taking this path, VTT aimed to step up its role as a front-runner and, in particular, as a developer of service-enabling technologies and service business models. The need to predict service business development, i.e., make a roadmap of service business, has emerged as a result of the technology theme and other service-related activities. The goal of the project was to recognize important drivers, trends and service opportunities and to define a common vision for service science and service business in different industries. Enabling technologies will play a key role and help make it possible to change and develop operational models. This report includes industry-specific roadmaps for twelve lines of business. These roadmaps describe service-business development in Finland and the world in general. At first, the roadmap also included financing, banking and the insurance industry, but these were later left out due to the low number of responses to the web-based questionnaires. These industry-specific roadmaps are cross sectional in nature and drawn up from a service-business point of view: they do not represent profound industry analyses. This has to be taken into account when comparing these roadmaps with the results produced by industry-specific roadmaps. There are roadmaps for the following industries: 1. Forest and Paper 2. Energy and the Environment 3. ICT and Electronics 4. Engineering and Metal Products Industry 5. Construction and Real Estate Business 6. Biotechnology Applications in Food and Pharmaceuticals 7. Transport and Logistics 8. Entertainment, Travel and Leisure 9. Trade (retail & wholesale) 10. Health and Social Services 11. Research Development and Consultation 12. National Economy, Technology and Innovation Policy. The industry-specific roadmaps that are presented have the following parts: 1) a general picture of the industry, 2) drivers, 3) demand, supply and business models (markets), and 4) challenges and development needs. The time spans used are: 1) present state (0-2 years), 2) midterm (5-10 years) and 3) long term (over 10 years). The use of research, development and consulting services is presented as a summary after the industry roadmaps, as the findings were very close to each other and of the same kind in this respect. General trends affecting all industries turned out to be: 1. the global economy and the China phenomenon 2. change in population structure and weakening of the care ratio in developed countries 3. increased use of energy and economical availability 4. ecological factors and climate change 5. digitalization and possibilities enabled by technology. User-driven service development was also included, although it was not really emphasised in the questionnaires and was clearly based on self-evidence. This roadmap is based on material collected in spring 2008 and supplemented with expert workshops in autumn 2008. The deepening of the financial crisis at the end of 2008 and the global recession that followed are not seen in the results of the questionnaires and workshops. The recession will have a considerable impact on the course of development, as companies are forced to prioritize their operations from a new basis. Already in March 2009, there were signs that the impact of the global recession would bring out new forces of change in several industries in addition to or in place of those that are presented. During this phase, we have not had available any material with confidential information on changes in these trends.

    Original languageFinnish
    PublisherVTT Technical Research Centre of Finland
    Number of pages113
    ISBN (Electronic)978-951-38-978-7539-8
    ISBN (Print)978-951-38-978-7538-1
    Publication statusPublished - 1 Dec 2009
    MoE publication typeNot Eligible

    Publication series

    SeriesVTT Tiedotteita - Meddelanden - Research Notes


    • Climate change
    • Digitalization
    • Ecological factors
    • Energy consumption
    • Globalization
    • Information and communication technologies
    • Population structure
    • Roadmap
    • Service
    • Service business
    • Service science
    • Service world
    • Urbanization
    • User driven

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