A two-layer view model of service engineering: Implications based on service engineering in mobile social games in Japan

The strong revenue growth of the item purchasing business model in the mobile social games in Japan has caught the attention of both researchers and industry. The examination of revenue generation in mobile social games exposes perception-based business engineering. User perception of values, social portfolio of values, and operation-based value creation using social stream mining create new methodology of service engineering. The author comes to recognize the lack of consumer-side perspective in the research of service engineering. In order to compensate this missing part, the author proposes a two-layer view model of service engineering that covers consumer-side aspects.