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The Service CatalogCatalog, The Cornerstone ofService ManagementPink Elephant – Celebrating 20 Years Of ITIL Experience

Agenda Service CatalogThe Service CatalogA Tale of 4 CompaniesDesignedgFit For PurposepPublishing a Service CatalogEstablishingg a Service Catalogg ProjectjPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce2

The Changing Role For ITHIGHValue Network FocusBusiness FocusCustomer FocusService FocusLOWT h lTechnologyFocusFIT customers are the customer ofthe organizationIT is perceived as an internalbusiness partnerIT has a single strategy and is focused on thecustomer, but is perceived as an externalsupplierIT is focused on the integration and delivery of endto-end IT services (business solutions)IT is focused on technology, infrastructure and applications aretreated as separate and largely unrelated domainsRole Of IT/IS In The OrganizationService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce3

The Service CatalogCCornerstonetfforManaging theBusiness of ITProvides a ServiceCentric View of IT The Service Catalog is ITIT’ss vehicle for definingdefining, prioritizing andmarketing what it does for internal Customers and Users Clearly communicates to all stakeholders the value of IT, what itdelivers, how well it performs against expectations IT services and their link to IT systemsCustomer relationships and agreementsService financials, including pricing and costingSingle point of contact for all demandThe Service Catalog is the Key Enabler in transforming to aService-Centric, Customer-Focused Model for ITService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Natures Of The Service CatalogConstitutive, in that it defines what IT does and does not do, andon what terms “We, the people (of IT), in order to form a more perfect union (alignment with thebusiness),) establish justice and insure domestic tranquility ” What type of restaurant are you?Actionable, in that it provides the means by which IT and itscustomers coordinate and conduct business What do people want to do?Governing,terms, conditions and controls definedGoverning in that the key termsin the Service Catalog are integrated into the service deliveryprocesses of the organization Entitle, authorize, control, charge, accountService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Stakeholder DefinitionAll people who have an interest in an organization,project, IT Service, etc. Stakeholders may beinterested in the activities, targets, resources, ord lideliverables.blStStakeholdersk h ldmay iincludel d customers,tpartners, employees, shareholders, owners, etc.Service CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce6

Views Into The Service CatalogBusiness Customer What services am I using?What levels am I receiving?What is my IT spend?Service Level Manager / IT View What services do I offer? What levels are available? What are my key metrics?Service CatalogEnd User Service CatalogWhat services can I buy?What does this include?When will I get it?Portions Pink Elephant, 2009. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Four Companies Four GoalsCompany A – An IT to IT ServiceCatalogCompany B – A User / RequesterService CatalogCompany C – A Business PortfolioService CatalogCompany D – An External ClientService CataloggService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce8

End User View ofThe Service Catalogg – SampleEndUserService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Business Services CatalogMarket Services & Set Expectations Publishing with Professionalmarketing look and feelIdentify, inventory andcomponentize the services ITprovides to the business Service CatalogAlign Services with Business Priorities Enable re-usability, decomposition forreusabiltyArticulate the cost drivers of theservice portfolio in businessterms Cost per Invoice Per employee Analysis of existing portfolioOptimizationDemonstrate how each ITservice offering supports keybusiness drivers Tie service definitions tobusiness process,benchmarks, and KPIProvide lenses or views thatanswer questions the businesswill ask I need to reduce cost 10%, I’m willingt acceptt reducedtodd servicei llevelsl bbuttnot more riskPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce10

Business Customer ViewBusinessCustomerAgreemmentsService CatalogSupporting ServicesApplication ServiceDevelopmentService OfferingInfrastructure ServiceService OfferingHostingMaintenanceProfessional ServiceService OfferingHostingStorageN tNetworkkDesktopTelecomMessagingService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Business Customer View ofThe Service Catalogg – SampleBusinessCustomerService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

How These Attributes Might AppearService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

DESIGNED FIT FOR PURPOSEService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce14

What Is An IT Service?“A service is a means of delivering value to customers byfacilitating outcomes customers want to achieve without theownership of specific costs and risks.” (ITIL V3) Service CatalogFulfills one or more needs of the customerSupports the customer’s business objectivesIs perceived by the customer as a coherent wholePortions Pink Elephant, 2009. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

What Customers Want?“PeoplePeople do not want quarter-inchquarter inch drillsdrills.They want quarter-inch holes”Professor Emeritus Theodore Levitt,Levitt Harvard Business SchoolService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce16

Steps For Defining IT ServicesWhen adding a new service or when changing a service,you should follow these steps:1.2.3.4.5.6.Define major Business Functions & ProcessesDefine facilitating/enabling IT ServicesMap IT Systems to IT ServicesMap IT Components to IT Systems (CMDB)Develop Service OfferingsDefine Service-Based costing (Option?) Van Haren Publishing. Adapted from Defining IT success through the Service Catalog 2.1, pgs 22-33Service CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce17

IT Services ExampleInfrastructure & Application Services MessagingFile / PrintOffice ProductivityD kt SDesktopServicesiERP ServicesTrading ApplicationsVoice / Data LANProfessional Services Service CatalogArchitecture and engineeringSecurityyIT supportProject Management ServicesProcurement ServicesApplication Development ServicesPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Major Business Functions & ProcessesEnvironmentOrganizationCorporatepor ManagementgProcessesBusiness SupportGeneralProcessesIT ServicesInnovation,Development,Knowledge TransferProcessesPrimary Business Processes Van Haren Publishing, Defining IT Success Through The Service Catalog. Adapted from Figure 2.1, p24Service CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce19

Composition Of A ServiceBusiness ServiceBusiness ServiceManagementBusinessprocess 1Businessprocess 2Businessprocess 3Requirements/demand:Techniccal ViewBusinesss ViewIT ServicesPolicy/strategyPli / t tgovernancecomplianceUtility:Name, description,purpose, impact, contactsServiceWarranty:Service levels, targets,service hours, riceAssets/resources:Systems, :ppgProcess,, supportingtargets, lities:Resources, staffing, ionsITprocesses Crown copyright 2007 Reproduced under license from OGC. Based on Figure 3.2 Service Design, page 24Service CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce20

Service Dependency ModelSLASLALine ofBusinessCustomer DirectT h Component TechnologyServicesService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce21

Value Service NetworkService EcosystemBusinessUnitsBusinessUnit AShared ITServicesDedicatedServiceBusinessUnit BService WServiceUnit 1Service XServiceUnit 2SharedServiceBusinessUnit CBusinessBiUnit DExternalSupplierService YOutsourcedServiceService ZServiceUnit 3ServiceSiUnit 4Service CatalogService Catalog3 Service SupplierTypesPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government CommerceExternalBusinessU it AUnitEmbedded IT

Service Offerings / BundlesService OfferingDesktop Mgmt.IT ServiceField SupportIT Service(Component or Sub Service)Install , Move, Add, ChangeIT Service(Component or Sub Service)Software DistributionIT Service(Component or Sub Service)Support & MaintenanceIT ServiceImage Mgmt.IT ServiceLease Mgmt.Service CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Service Offerings Or Bundles Service CatalogThe creation of a service offer or bundle refers to thebundling together of complimentary services based ontypical usage patter that together provide a valueaddeddd d offeringff iPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Supporting Service ModelE-Commerce ServiceSecurityMarketing &WebdesignProduction SystemsWeb HostinggGlobal ProductDistribution Channel Banking &Credit CardAuthorizationFinance Billing,Finance,BillingBusiness Support ProcessesMultiple IT and business services interact toproduct to the consumer!deliver the pService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce

Publishing Service CatalogsService CatalogPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce26

Service Catalog Management Goal Service CatalogEnsure that a Service Catalog is produced andmaintained containing accurate information on allservices which are provided / operational / live, and areb i preparedbeingd ffor ttransitioniti tto ththe lilive environmentitPortions Pink Elephant, 2010. Portions newScale, Inc. All Rights Reserved.ITIL is a Registered Trade Mark of the UK Office of Government Commerce27