Information Systems and Consumers Participation in the Design of Technology- Enabled Services

The primary objective of this paper is to identify the challenges associated with the information systems being used in a telecommunication organization of an emerging economy, when there is a need to include consumers in the design of technologyenabled services. To achieve this purpose, 28 semi-structured interviews from the employees and 7 focus group discussions with the consumers are collected from a largest telecommunication provider of an emerging economy. The unit of the analysis is “service types” and the services of IPTV, mobile broadband services and value-added services on fixed-line services are investigated. The findings from this study use thematic qualitative analysis that allowed us to obtain rich insights into the workings of a telecommunication organization. The reported analysis is from the first round where a data-driven approach is applied. In future, the data will use three conceptual frameworks dominant in Service Science discipline (Alter 2011; Gronroos 2011; Vargo et al. 2010). The use of these models in the analysis and the data-driven analysis will result in bringing out their shared meanings in the form of an enhanced model for service design focused on consumer involvement.