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I was recently part of an email conversation regarding the concept of ServiceArchetypes. Someone wanted concrete, real life examples on how service archetypesare used by IT Organizations when they are developing a Service Catalog. In order notto offend anyone and to make it simple, I have consolidated the answers from thevarious 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 partof this discussion.

InquiryDo you have examples on what service types fits into the lines of service column? I amreferring 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. Iknow 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 whichservices fit into the following categories of lines if service.

Managed Services:o Remedial Serviceso Custodial Serviceso Administrative serviceso Evaluation Serviceso Transformational Serviceso Creative serviceso Communication Services

ResponseOne of the challenges that I have had with the archetype representation in the ServiceStrategy book is that the authors did not provide any definition of the archetypes. Theway I have handled this in the past is to suggest that this description is one mechanismfor describing broad service categories, which facilitates mapping the business assetwith the appropriate service. I think you can use your imagination (unfortunately that isall we have to go on) to suggest that a managed service might be the network, aremedial service might be backup and recovery, custodial services could be eventmanagement/monitoring, administrative services might be service costing and chargeback and so forth.

InquiryThank you but it still does not provide real life examples.

ResponseBuilding on I answered would to deemphasize the exact names on this slide (unlessthey are on an exam question) and focus more on coming up with categories you aremore familiar with.

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For example:o End User Serviceso Telephony Serviceso Data Center Serviceso Office Productivity Services

o Application Development Serviceso Project Management Serviceso Collaboration Services

Business Services:o Power Generationo Online Bankingo Refiningo Distributiono Warehousing

Inquiry

This is starting to make sense but still I am not too sure this really provides me with reallife examples. Do you have more examples?

ResponseThe key is the concept rather than the actual names you find in the literature. Here aresome thoughts:

Managed Services:o Hosting

o Networko Office Automation

Administrative serviceso Accounts Receivable, Accounts payable (Financial Management)o CRM (Customer Relationship Management)o HR (Human Resource Management)

Evaluation Serviceso Consultingo Business Analysis

Transformational Serviceso Project Management

Creative services

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Communication Serviceso Instant Messagingo E-mail

Inquiry

Thanks a lot for the information you have provided. This is extremely helpful. One lastquestion on archetypes can you provide an example of two services and theirarchetypes and then map them to the Service Assets?

In addition, there is confusion on my part on how to define archetypes and theirpurpose. 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 isthe 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?

ResponseHold on, Hold on, you mention one question, yet you ask three! Let me attempt toanswer all questions below.

The Glossary in the Service Strategy book defines Line of service as a Core Service orSupporting Service that has multiple Service Level Packages.

A Line of Service is managed by a Product Manager and each Service Level Package isdesigned to support a particular market segment.

Figure 4.4 in the Service Strategy book uses Lines of service as the identifier or Nameof the service. In the diagram they are:

Name of the service What the service can do for the customero Access/Rental Service Lease, License, Provideo Managed Service Manage, Operate, Maintaino Remedial Service Recover, Resolve, Repairo Custodial Service Store, Protect, Monitoro Administrative Service Process, Fulfill, Recordo Evaluation Service Analyze, Assess, Audito Transformational Service Modify, Transform, Transporto Creative Service Design, Develop, Engineero Communication Service Connect, Integrate

Of course, the above list is not complete.

1. The name of the service and line of service are synonymous2. The archetypes are the sub-services or activities provided by the service

Let me use a non-IT real life example Plumber

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Remedial Servicea) Unclog drainsb) Repair faucets

Transformational Service

a) Replace existing toilet, sinks, baths, or faucetsb) Install new toilet, sinks, baths, (where you had none before)

InquiryThat does help and maps it to terms I and other ordinary people use.