Service Flavors: Differentiating Service Offerings in a Services Marketplace

Abstract

In a services marketplace where a particular service is provided by multiple service providers, service offerings have to be differentiated against competitor services in order to gain market share. Differentiation of services is also needed for different markets and for different consumer segments. Strategies to differentiate service offerings have to be unintrusive—without requiring major changes to the existing service realization mechanisms. In this article, the authors present Service Flavors, a strategy for service providers to differentiate services. By using this strategy, it is possible to analyze and adapt various aspects of a service that help differentiate it from that of the competitors. The authors model differentiating aspects as policies and also provide a mechanism for enforcing these policies in the middleware.