The contemporary school of thought in service science is currently dominated by the notion of service-centric services (Lusch & Vargo, 2008), whereby it is believed that the end users are the determinant of value of a given service and co-producing a service with the end users would enhance the value of the service. A main assumption made by this school of thought is that all aspect of services, from creation to delivery process, is the domain of the service providers. However, the emergence of disruptive technologies such as the internet, social media, etc has reduced the operational barriers, empowering the end users to become services provider themselves. This empowerment has led to the creation of what is known as user generated services. Such services potentially challenge the complementary notion of service-centric services. Hence, in my term paper, I shall examine how user generated services has affected the service dynamic between the service providers and the end users, using the mobile phone service industry as a backdrop. Firstly, I would define what is exactly is user generated services. Then, I will discuss about user generated services in the mobile phone service industry. Last but not least, I would explore how mobile phone service providers can leverage user generated services, regardless of the service model that the service providers adopt.
2. User generated services
Contemporary services are usually designed around integration within the scope of provider’s business process. However, advancement in information technology has allowed for the development of solutions that facilitates information exchange and collaboration between individuals. With the increased ease in information exchange and collaboration from multiple sources, the end user now has the access and capability to generate user-generated content (UGC) that suits their needs. But consequently, the rise in user-generated content generation...