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ITIL Version 3
Service Strategy
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The ITIL Core consists of five publications. Each provides
the guidance necessary for an integrated approach, as
required by the ISO/IEC 20000 standard specification:
•
Service Strategy
•
Service Design
•
Service Transition
•
Service Operation
•
Continual Service Improvement.
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I N D I C E
Foreword...............................................................................................................9
OGC’s foreword .............................................................................................................. 9
Preface ...............................................................................................................11
Contact information....................................................................................................... 12
Acknowledgements.............................................................................................12
Chief Architect and authors .......................................................................................... 12
ITIL authoring team....................................................................................................... 12
Mentors ......................................................................................................................... 13
Further contributions..................................................................................................... 13
The ITIL Advisory Group .................................................................................................. 13
Reviewers......................................................................................................................... 13
1 Introduction ......................................................................................................15
1.1 Overview ................................................................................................................. 15
1.2 Context.................................................................................................................... 20
1.2.1 Information technology and services....................................................................... 20
1.2.2 Good practice in the public domain......................................................................... 21
1.2.3 ITIL and good practice in service management ...................................................... 23
1.2.3.1 Service Strategy..............................................................................................................24
1.2.3.2 Service Design................................................................................................................25
1.2.3.3 Service Transition ...........................................................................................................25
1.2.3.4 Service Operation ...........................................................................................................26
1.2.3.5 Continual Service Improvement......................................................................................26
1.3 Purpose................................................................................................................... 27
1.4 Expected use .......................................................................................................... 28
1.4.1 Some warnings........................................................................................................ 28
2 Service management as a practice..................................................................31
2.1 What is service management?............................................................................... 31
2.2 What are services?................................................................................................. 33
2.2.1 The value proposition .............................................................................................. 33
2.2.2 Value composition ................................................................................................... 35
2.3 The business process............................................................................................. 37
2.4 Principles of service management ......................................................................... 39
2.4.1 Specialization and coordination............................................................................... 39
2.4.2 The agency principle ............................................................................................... 40
2.4.3 Encapsulation.......................................................................................................... 41
2.4.3.1 Separation of concerns ...................................................................................................41
2.4.3.2 Modularity .......................................................................................................................42
2.4.3.3 Loose coupling................................................................................................................42
2.4.4 Principles of systems............................................................................................... 43
2.4.4.1 Open-loop and closed-loop control processes..................................................... 43
2.4.4.2 Feedback and learning......................................................................................... 44
2.5 The Service Lifecycle.............................................................................................. 44
The Lifecycle..................................................................................................................... 45
2.5.1 Lifecycle and systems thinking................................................................................ 46
2.6 Functions and processes across the Lifecycle ...................................................... 48
2.6.1 Functions................................................................................................................. 48
2.6.2 Processes................................................................................................................ 48
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2.6.3 Specialization and coordination across the lifecycle............................................... 49
3 Service strategy principles ...........................................................................51
3.1 Value creation......................................................................................................... 52
3.1.1 Mind the gap............................................................................................................ 52
3.1.2 Marketing mindset ................................................................................................... 54
3.1.3 Framing the value of services ................................................................................. 55
3.1.4 Communicating utility .............................................................................................. 57
3.1.4.1 In terms of outcomes supported......................................................................................57
3.1.4.2 In terms of ownership costs and risks avoided................................................................57
3.1.5 Communicating warranty......................................................................................... 58
3.1.5.1 Availability.......................................................................................................................59
3.1.5.2 Capacity..........................................................................................................................59
3.1.5.3 Continuity........................................................................................................................60
3.1.5.4 Security...........................................................................................................................60
3.1.6 Combined effect of utility and warranty ................................................................... 61
3.2 Service assets......................................................................................................... 64
3.2.1 Resources and capabilities...................................................................................... 64
3.2.2 Business units and service units ............................................................................. 66
3.2.2.1 The business unit............................................................................................................66
3.2.2.2 The service unit...............................................................................................................67
3.3 Service provider types ............................................................................................ 69
3.3.1 Type I (internal service provider)............................................................................. 69
3.3.2 Type II (shared services unit).................................................................................. 70
3.3.3 Type III (external service provider).......................................................................... 72
3.3.4 How do customers choose between types?............................................................ 73
3.3.5 The relative advantage of incumbency.................................................................... 76
3.4 Service structures ................................................................................................... 77
3.4.1 From value chains to value networks...................................................................... 77
3.4.2 Service systems ...................................................................................................... 80
3.5 Service strategy fundamentals............................................................................... 85
3.5.1 Fundamental aspects of strategy ............................................................................ 85
3.5.1.1 Government and non-profit organizations.......................................................................91
3.5.2 The Four Ps of strategy........................................................................................... 92
3.5.3 Strategy as a perspective........................................................................................ 94
3.5.4 Strategy as a position.............................................................................................. 95
3.5.4.1 Variety-based positioning................................................................................................95
3.5.4.2 Needs-based positioning.................................................................................................96
3.5.4.3 Access-based positioning ...............................................................................................96
3.5.5 Strategy as a plan.................................................................................................... 99
3.5.6 Strategy as a pattern ............................................................................................. 100
4 Service strategy .............................................................................................103
4.1 Define the market ................................................................................................. 103
4.1.1 Services and strategy............................................................................................ 103
4.1.2 Understand the customer...................................................................................... 103
4.1.3 Understand the opportunities ................................................................................ 104
4.1.4 Classify and visualize ............................................................................................ 107
4.2 Develop the offerings............................................................................................ 111
4.2.1 Market space......................................................................................................... 111
4.2.2 Outcome-based definition of services ................................................................... 112
4.2.3 Service Portfolio, Pipeline and Catalogue............................................................. 116
4.2.3.1 Service Catalogue.........................................................................................................118
4.2.3.2 Service Pipeline ............................................................................................................120
4.2.3.3 Retired services ............................................................................................................120
4.2.3.4 The role of Service Transition .......................................................................................121
4.3 Develop strategic assets ...................................................................................... 123
4.3.1 Service management as a closed-loop control system......................................... 125
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4.3.2 Service management as a strategic asset ............................................................ 126
4.3.2.1 Increasing the service potential.....................................................................................127
4.3.2.2 Increasing performance potential..................................................................................128
4.3.2.3 Demand, capacity and cost...........................................................................................130
4.4 Prepare for execution ........................................................................................... 131
4.4.1 Strategic assessment ............................................................................................ 131
4.4.2 Setting objectives .................................................................................................. 133
4.4.3 Aligning service assets with customer outcomes.................................................. 135
4.4.4 Defining critical success factors ............................................................................ 135
4.4.5 Critical success factors and competitive analysis ................................................. 138
4.4.6 Prioritizing investments.......................................................................................... 140
4.4.7 Exploring business potential.................................................................................. 141
4.4.8 Alignment with customer needs ............................................................................ 143
4.4.9 Expansion and growth........................................................................................... 144
4.4.10 Differentiation in market spaces.......................................................................... 146
5 Service economics.........................................................................................148
5.1 Financial Management ......................................................................................... 148
5.1.1 Enterprise value and benefits of Financial Management ...................................... 148
5.1.2 Concepts, inputs and outputs................................................................................ 150
5.1.2.1 Service Valuation..........................................................................................................150
5.1.2.2 Demand modelling ........................................................................................................152
5.1.2.3 Service Portfolio Management......................................................................................153
5.1.2.4 Service provisioning optimization..................................................................................154
5.1.2.5 Planning confidence......................................................................................................155
5.1.2.6 Service investment analysis..........................................................................................156
5.1.2.7 Accounting ....................................................................................................................157
5.1.2.8 Compliance...................................................................................................................158
5.1.2.9 Variable Cost Dynamics................................................................................................158
5.1.3 Methods, models, activities and techniques.......................................................... 159
5.1.3.1 Service valuation...........................................................................................................159
5.1.3.2 Service provisioning models and analysis.....................................................................162
5.1.3.3 Funding model alternatives...........................................................................................165
5.1.3.4 Business Impact Analysis (BIA) ....................................................................................166
5.1.4 Key decisions for Financial Management.............................................................. 168
5.1.4.1 Cost recovery, value centre or accounting centre?.......................................................168
5.1.4.2 Chargeback: to charge or not to charge........................................................................169
5.1.4.3 Financial Management implementation checklist..........................................................170
Track 1 – Plan......................................................................................................................................... 171
Track 2 – Analyse ................................................................................................................................... 171
Track 3 – Design..................................................................................................................................... 172
Track 4 – Implement ............................................................................................................................... 172
Track 5 – Measure.................................................................................................................................. 173
5.2 Return on Investment ........................................................................................... 174
5.2.1 Business case ....................................................................................................... 175
5.2.1.1 Business objectives ......................................................................................................175
5.2.1.2 Business impact............................................................................................................176
5.2.2 Pre-programme ROI.............................................................................................. 178
5.2.2.1 Screening decisions (NPV) ...........................................................................................178
5.2.2.2 Preference decisions (IRR)...........................................................................................182
5.2.3 Post-programme ROI ............................................................................................ 183
5.2.3.1 Programme objectives ..................................................................................................183
5.2.3.2 Data collection ..............................................................................................................184
5.2.3.3 Isolate the effects of the programme.............................................................................184
5.2.3.4 Data to monetary conversion ........................................................................................185
5.2.3.5 Determine programme costs.........................................................................................185
5.2.3.6 Calculate ROI................................................................................................................185
5.2.3.7 Identify qualitative benefits............................................................................................185
5.3 Service Portfolio Management ............................................................................. 186
5.3.1 Business service and IT Service ........................................................................... 187
