Surviving Nuclear Winter Towards a Service-Led Business

  • Michael Rocha
  • Timothy Chou
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


During the tech-led recession in 2001 a little known transformation occurred at the world’s largest business software company. This transformation was led by a realization that existing customers of mature software need service of the products they purchased more than just purchasing new products. Organizing around the installed base of customers both defined new organizations, as well as new technology to power the specialists. This paper both gives a glimpse of the Oracle transformation as well as lays out some fundamental tenants of anyone interested in a service-led business.

The U.S. economy is over 80% a service economy and much of the rest of the world is headed that way. While we all know this to be true, our common perception is that service means flipping burgers at McDonald’s. Nothing could be farther from the truth. Instead,
  • Service is information, personal to you.

  • Service connects to the customer. Nothing could be more obvious in a ­post-Internet world.

  • Service is specialization.

  • Service is information + specialists.

Today, from technology to healthcare, from automobiles to books corporations are striving to differentiate based on service. We think this paper will help all of you.


Service systems service networks search-based applications product support Product Service Oracle service clouds maintenance 


  1. Diamond, J. (2005) Guns, Germs, and Steel: The Fates of Human Societies, Norton, W. W. & Company, New YorkGoogle Scholar

Copyright information

© Springer US 2011

Authors and Affiliations

  • Michael Rocha
    • 1
  • Timothy Chou
    • 1
  1. 1.Openwater NetworksSan MateoUSA

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