Roland Rust Service, Customer Information and Business Results Short Biography Roland T. Rust is the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is Chair of the Marketing Department and is Executive Director of the Center for Excellence in Service. He is currently Editor of the Journal of Marketing. Professor Rust's lifetime achievement honors include the American Marketing Association's Gilbert A. Churchill Award for Lifetime Achievement in Marketing Research, the Outstanding Contributions to Research in Advertising award from the American Academy of Advertising, the AMA's Career Contributions to the Services Discipline Award, Fellow of the American Statistical Association, the Distinguished Marketing Scholar Award from SMA, and the Henry Latané Distinguished Doctoral Alumnus Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles in Marketing Science, Journal of Marketing Research, Journal of Marketing (three times), Journal of Advertising, and Journal of Retailing, as well as MSI's Robert D. Buzzell Best Paper Award (twice). His book, Driving Customer Equity (written with Valarie Zeithaml and Katherine Lemon) won the 2002 Berry-AMA Book Prize for the best marketing book of the previous three years. He is the founder and Chair of the AMA's annual Frontiers in Services Conference, and was founding Editor of the Journal of Service Research. He has consulted with many leading companies worldwide, including such companies as American Airlines, AT&T, Chase Manhattan Bank, Comcast, Dow Chemical, DuPont, FedEx, IBM, Nortel, Procter & Gamble, Sears, Unilever, and USAA. ABSTRACT The rise of service is the result of new capabilities in managing customer information. Business results from service come from building revenues, reducing costs, or both. We show that profitability depends in great measure on establishing a revenue emphasis within the firm, and developing the information technology infrastructure necessary to take advantage of it. Increasingly the firm needs to organize its functions and information flows around customers, and change its metrics to customer-centered ones. The logical limit of this trend is one-to-one marketing and adaptive personalization of service. Thomas Li Director, IBM China Research Lab Building a Smarter Planet through SSME Short Biography Dr. Thomas Li is now the director of the IBM China Research Laboratory (CRL), leading a team of more than 150 researchers dedicated to the research in the fields of computer hardware, software, industry solution and services sciences. He earned a Bachelor of Science in electrical engineering from National Taiwan University, a Master of Science in computer science and operations research from Pennsylvania State University, and a Ph.D. in management information systems from the University of Texas at Austin. He has multiple teaching experiences in various educational institutes in the US and Asia. He is currently an adjunct professor, offering the course in "On Demand Transformation Technology" at Peking University. Dr. Li has more than twenty years of experience with the computer. In the recent years, he has been one of the major drivers in several Internet initiatives in the U.S. and Asia. These multinational projects include the areas of proactive and personalized customer services, a multiregional online shopping site, and intelligent multichannel large-volume information delivery. He had been leading the CRL teams in On Demand Technology research for business transformation. By using IBM Research's advanced on demand technology and collaborations with worldwide IBM services, the CRL teams have delivered successful transformation results to companies in banking, telecom, circulation, retail, manufacturing, and small/medium business areas. Dr. Li's technical expertise and innovative thinking has generated 39 patents. He has more than 100 publications in IEEE and ACM international conference proceedings, and IBM Technical Journal. He is a firm believer in adopting methodology in technical development and is one of the key contributors in delivering eight software commercial products, three hardware systems, and a number of architectural designs and technical specifications. ABSTRACT The world is becoming smaller and flatter. The digital and physical infrastructures of the world are converging. Computational power is being put into things we wouldn’t recognize as computers. Indeed, almost anything — any person, any object, any process or any service, for any organization, large or small — can become digitally aware and networked. Meanwhile, the world is not even. It is under a dynamic equilibrium, and requires continuously adapting to changes. Service Science, Management, and Engineering, also known as SSME educates people about these complex ecosystem, transforming manufacturing industry, traditional service industry, and creating new service or new ways of service provisioning. Many examples from research and real practice will be used to illustrate how to build a Smarter Planet through SSME. Furthermore, we propose to take In Market Research approach with Innovation, Open and Collaboration, all of which are important to the success of SSME.