I was recently part of an email conversation regarding the concept of Service Archetypes.

Someone wanted concrete, real life examples on how service archetypes are used by IT Organizations when they are developing a Service Catalog. In order not to offend anyone and to make it simple, I have consolidated the answers from the various respondent under the name Response and the person asking for clarification under the name Inquiry . Before I start, I would like to extend a big thank you to all my colleagues who were part of this discussion. Inquiry Do you have examples on what service types fits into the lines of service column? I am referring to Figure 4.4 in the service Strategy book. I know the Lines of service are a high-level categorization of services in the Catalog. I know that Email, IM, VOIP, and Video falls under Communication. I would appreciate specific examples on the following Lines of Service. Specifically, I am looking for which services fit into the following categories of lines if service. Managed Services: o Remedial Services o Custodial Services o Administrative services o Evaluation Services o Transformational Services o Creative services o Communication Services Response One of the challenges that I have had with the archetype representation in the Service Strategy book is that the authors did not provide any definition of the archetypes. The way I have handled this in the past is to suggest that this description is one mechanism for describing broad service categories, which facilitates mapping the business asset with the appropriate service. I think you can use your imagination (unfortunately that is all we have to go on) to suggest that a managed service might be the network, a remedial service might be backup and recovery, custodial services could be event management/monitoring, administrative services might be service costing and charge back and so forth. Inquiry Thank you but it still does not provide real life examples. Response Building on I answered would to deemphasize the exact names on this slide (unless they are on an exam question) and focus more on coming up with categories you are more familiar with.

For example: o End User Services o Telephony Services o Data Center Services o Office Productivity Services o Application Development Services o Project Management Services o Collaboration Services Business Services: o Power Generation o Online Banking o Refining o Distribution o Warehousing Inquiry This is starting to make sense but still I am not too sure this really provides me with real life examples. Do you have more examples? Response The key is the concept rather than the actual names you find in the literature. Here are some thoughts: Managed Services: o Hosting o Network o Office Automation Administrative services o Accounts Receivable, Accounts payable (Financial Management) o CRM (Customer Relationship Management) o HR (Human Resource Management) Evaluation Services o Consulting o Business Analysis Transformational Services o Project Management Creative services

Communication Services o Instant Messaging o E-mail Inquiry Thanks a lot for the information you have provided. This is extremely helpful. One last question on archetypes can you provide an example of two services and their archetypes and then map them to the Service Assets? In addition, there is confusion on my part on how to define archetypes and their purpose. I am sorry the Service Strategy Book is too vague to understand. o Are these activities of the line of Service, or capabilities of the line of service or what is the relationship the archetypes have to the line of service? o In addition, are the archetypes IT archetypes or the business archetypes? o How do I accurately describe an archetype? Response Hold on, Hold on, you mention one question, yet you ask three! Let me attempt to answer all questions below. The Glossary in the Service Strategy book defines Line of service as a Core Service or Supporting Service that has multiple Service Level Packages. A Line of Service is managed by a Product Manager and each Service Level Package is designed to support a particular market segment. Figure 4.4 in the Service Strategy book uses Lines of service as the identifier or Name of the service. In the diagram they are: Name of the service What the service can do for the customer o Access/Rental Service Lease, License, Provide o Managed Service Manage, Operate, Maintain o Remedial Service Recover, Resolve, Repair o Custodial Service Store, Protect, Monitor o Administrative Service Process, Fulfill, Record o Evaluation Service Analyze, Assess, Audit o Transformational Service Modify, Transform, Transport o Creative Service Design, Develop, Engineer o Communication Service Connect, Integrate Of course, the above list is not complete. 1. The name of the service and line of service are synonymous 2. The archetypes are the sub-services or activities provided by the service Let me use a non-IT real life example Plumber

Remedial Service a) Unclog drains b) Repair faucets Transformational Service a) Replace existing toilet, sinks, baths, or faucets b) Install new toilet, sinks, baths, (where you had none before) Inquiry That does help and maps it to terms I and other ordinary people use.