ISB Event : Panel discussion on the " The Key Characteristics of Technology Enabled Services"

The event purpose was to kickstart research project to identify multiple measures of performance in the above IT and ITES services.
The research team is led by CODE at University of Auckland Business School harnessing the presence of CITNE at ISB. HYSEA is the partner industry forum.
Panelists:
B Balaji (Vice-president of HYSEA)
Professor Deepa Mani (Indian School of Business)
Professor Rod Brodie (University of Auckland)
Professor Ananth Srinivasan (University of Auckland)
[Trivia : Professor Ananth is from Vizag just like me ;-)]

Bringing out his India connection, Professor Rod Brodie informed us that though this is his first visit India,his mom spent her childhood in India. He will be returning again later this year for the 100 years celebration of an hospital founded by his grandfather in rural Punjab and still actively supported by their family
We had a simple walk through of the handout distributed by respective speakers.
Willing be uploading the handout by tomorrow.
Key questions that remain to be explored:
1.Does branding play a role in moving up the value chain?
2.What are the challenges to build an efficient governance model in large multi sourcing engagements across BPOs ,KPOs and IT companies with their respective clients?
3.Can governance be outsourced in large dynamic outsourcing engagements?
Observations:
1. Conflict between manufacturing mindset vis a viz the services mindset
2.Due to lack of a mature manufacturing industry and the industrial revolution the developing world has less exposure to the manufacturing mindset and more oriented towards service
3.In developing countries, customer centric service is mass produced.
Result : Technology companies investing in building capabilities in region specific social sciences in general and anthropology in particular. This will create a new category of engineers called service scientists who will have to drive innovation blending technology and social sciences
[Aside:Waiting to see what data they gather from China where Manufacturing is a Service .Can India compete with Chinese in MaaS(Manufacturing as a Service) ?]
4.Paradigm shifting towards driving innovation within Extended Enterprise rather than a large monolithic organization alone(Extended Enterprise :Customers, Partners, Suppliers, Outsourcers, Distributors, Resellers etc).
5.Is co-creation the new mantra?
Key hurdles from my(Deva5) experience:
1.Who owns the IP?(nipping the initiative in the bud)
2.Will the initiator and driver be the same entity in the long run?. If not is the initiator willing to relinquish control? (Killing the initiative midway)

The discussion concluded with a promise to share leanings with the participants once the research concludes.
A website, a blog to be created for this research project.
A lot of participants were confused on the scope of research.
Research team will be detail the scope ,exclusion once the above channels are up.
Delicious Sarovar lunch followed (ISB students get the pun?)
[Trivia : My friend who is with a research team at IISC tells me that all technological (true for all engineering disciplines other than IT) research in India is just re-search now aided by Google . ]