Towards a reference model for agile new service development using the example of e-mobility service systems

Electric mobility (e-mobility) is currently an intensively discussed topic in research and business practice. While there are both clearly defined physical products, such as electric vehicles, batteries, and charging components, and clearly defined services, we often also see a combination of both in service systems, charging services being one example. This means the relatively young e-mobility market offers excellent potential to develop and implement integrated solutions with a focus on delivering mobility as a key value proposition to users. From the point of view of new service development (NSD), creating service systems in an integrated way represents a major challenge: complexity emerges as a key characteristic from the ecosystem setup, mainly caused by the need for cross-company collaboration and the development of combined solutions (physical products, software, services). This article is based upon the hypothesis that existing NSD models and practices are not sufficiently applicable to this kind of innovation environments and thus need to be adapted and modified. The aim is to make the initial steps towards an agile reference model for NSD.