Development of new technology-based services

In an environment where customers can hardly describe new technology-based services (TBSs) of the future and technological engineers are unlikely to understand how a new technology can work for new services, a guideline to generate ideas for TBS can be utilized to achieve successful service innovation. Thus, this paper aims to develop an ideation framework for TBS. Two methods – the technology tree and the function analysis systems technique – are employed to identify core utilities expected from a new technology. Then a new method, the service encounter value matrix, which is based on morphology analysis and is used for generating potential service ideas, is suggested. Finally, these ideas are evaluated, and only those that are of a high priority according to customers’ expectations of future society are selected. In this study, the framework is applied to telecommunication technology, which is timely and useful for designing future services.