Service Innovation in Information Business

This chapter discusses the structural shift toward service industry that has been occurring in the information business industry in Japan. Fujitsu is one of the major information business companies in Japan, and its “Field Innovation” is explained as an example of the structural shift. Not only does it describe the case, but it also explains why Fujitsu could begin it. Fujitsu’s Field Innovation is a novel consulting service to help customers start their own service innovation in their respective fields. Specially trained “Field Innovators” carry out the mission, and the method they follow is described as field innovation cycles. In addition, a video tool of rapid ethnography is described for the service innovation’s practitioners, which will contribute to reducing the cycle time and cost required to execute the field innovation cycles.