The Role of Digital Platforms and Big Data Analytics as a Base for Digital Service Innovation

Digital Service Innovation (DSI) is a new concept that aims to create a more personalized digital service for customers. DSI is a strategic decision to utilize digital technology, knowledge, and insights to improve services which has invaded all industry sectors over the last two decades. By allowing different participants to exchange ideas and develop new services, digital platforms (DP) encourage collaboration and integration. Big data analytics (BDA), on the other hand, allows for real-time decision-making and service personalization, which leads to DSI enhancement. The purpose of this paper is to have a better knowledge of the role and importance of DP and BDA in the development of DSI. The research is based on the Prizma review method, which demonstrates the advantages of a systematic review of specialized scientific and applied literature, devoted to digital service innovation. Our analysis is focused on the role of IT and specifically DP and BDA in the development of service innovation and is based on the defined by Lusch and Nambisan tripartite framework of Service Innovation The framework includes: service ecosystems, service platforms, and value cocreation. The interconnections and dependencies indicate characteristics of digital services with innovation potential, as well as the function of two of the most critical information and communication technologies necessary for DSI, BDA, and DP. The manner in which these technologies aid in the achievement of the most significant goals of digital services are highlighted, and examples from various industries are provided. In summary, DSI expands approaches to new value creation and provides a mechanism to actualize innovation by expanding the role and application of modern digital technologies.