When discussing the elements of value creation through the delivery of services we always talk about customer preferences, perceptions and the business outcomes they generate. We also throw in the elements of utility and warranty. These are all critical in ensuring our ability to create value for our customers and capture value for ourselves as service providers. The service relationship between service providers and their customers revolves around the use of and interaction of assets. Assets are made up of both resources and capabilities and are provided by both the service provider and the customer. These are critical value elements in the creation of usable, customer aligned services. Many of our customers utilize our services in conjunction with their own assets to then build and deliver services or products our customers then deliver to their customers. We, as the service provider, consider these customer assets. Without these there woul...