(EMAILWIRE.COM, February 03, 2010 ) SAN DIEGO, CALIFORNIA, and BARCELONA, SPAIN, February 3, 2010 – Technology Services Europe 2010 (TSE 2010) opened in Barcelona today with a challenge to attendees to rethink their company’s approach to services and product strategy. TSE 2010, themed “Services in the New Tech Landscape,” is presented by the Technology Services Industry Association (TSIA), the technology services industry’s largest and most vibrant association.

In a keynote based on his new book Complexity Avalanche, J.B. Wood, president and CEO of TSIA, challenged almost every existing assumption surrounding the world of technology services. Wood presented radical new thoughts about how services will be structured, consumed, and delivered, and most importantly, how the product sales process will change in the next three to five years.

“What I’ve learned in researching this book, quite frankly, changes the way we view the future of services,” said Wood. “Services are a critical component in closing the consumer product and technology adoption gap. Yet today’s vendor service offerings are misaligned with this objective. We need new services, with a new mission, offered in new ways. Not only will these services address the complexity avalanche, but they also can create new service revenue streams and help defend against the current erosion of the financially critical maintenance model.”

The opening day’s second keynote featured an executive panel representing leading players in the technology services industry, including Dan Miller, vice president and general manager of global technology services sales, HP Technology Services, Hewlett-Packard; Ricardo Berrio, Europe customer services operations director, Xerox; Daniel Smith, EMEA director of business development, Dell Perot Systems; and Thomas Lah, executive director, TSIA.

Dell, HP, and Xerox, once thought of as product-centric companies, have each placed significant bets on the role of technology services by acquiring independent service companies and are but a few of the growing number of companies in enterprise, consumer, and SMB markets that are rethinking the strategic role of services. The panel, moderated by Thomas Lah, engaged in stimulating discussions of the impact of recent decisions by their companies to acquire large standalone services organizations, partnering relationships, new service offerings that will emerge to serve the European customer base, and the opportunities created by the rise of technology services.

More information on Technology Services Europe 2010 can be found at www.technologyserviceseurope.com.

About TSIA
The Technology Services Industry Association (TSIA) is the technology services industry’s largest and most vibrant association, encompassing more than 50,000 members from 300 companies in 80 countries. Our ranks include services executives, managers, and professionals from around the globe. www.tsia.com.

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Suzanne Hite
Tel: 410-774-5322
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