A Framework of the Convergent Service Development Process in the Public Sector : The Smart Transportation Card Service of Seoul City and the Call for Collaboration Case in Singapore

Abstract 논문투고일：2013년 04월 27일 논문수정완료일：2013년 05월 29일 논문게재확정일：2013년 06월 03일* 성균관대학교 경영전문대학원 박사과정** 성균관대학교 경영전문대학원 교수Due to the development of information technology, Convergence a nd Creative Economy became hot issues. For exa-mple, products become more intelligent and services are likely to be connected and integrated around core services or provided as bundle solution. Meanwhile products and services are integrated in the context of mutual supple-mentation, which leads to Servitization of Products and Product ization of Services in many industries. Previous studies have addressed Convergence with different terms and definitions such as Convergent, Multicategory ․Multifunctional․Product, Clouding Service, Bundle and so on from one perspectiv e such as consumers, suppliers or technology according to a wide range of academic approaches. Thus, this study attemp ted to suggest the most typical convergence products released in the convergence environment and categorize those pr oducts. Furthermore, this study has pointed out the problems in the New Product Development Framework discussed in the studies on marketing by taking the situation of the public sector into account and then suggested “New Servi ce Development Framework in the Public Sector” that are different from traditional e-Gov. approach basically and wi ll enable the government to create public information service and provide them to enterprises or citizens. It also em phasized the importance of Business Conceptualization Stage in the framework; argued that there is a necessity of an integrative study from the perspective of technology on the basis of the approach from the perspective of marketing and Policy such as a study of consumer behaviors, design and marketing channel and Policy Integration for the dev elopment and dissipation; and furthermore suggested the cases-the development/Diffusion of Transportation Card Serv ice in Seoul and CFC (Call for Collaboration) in Singapore-in order to verify the framework. There is a need to supplement New Service Development Framework so it is able to reflect the distinct characteristics of the publi c sector from the academic perspective and be used as practical guidelines for SI (System Integration) business to shift into IT Service business. Last but not the least, this study has suggested the limitations and the directions for the future studies.