  For companies developing web-based applications, the Dev and the Ops refer to
different groups with either operational or development focus. Therefore,
DevOps help these companies streamline software development and operations
activities by emphasizing the collaboration between the two groups. However,
for companies producing software-intensive products, the Ops would refer to
customers who use and operate the product. In addition, companies producing
software-intensive products do not only offer products to customers but rather
Product Service Systems (PSS), where product-related services play a key role
in ensuring customer satisfaction besides their significant revenue
contribution. Thus, the context of product-oriented PSS is very different from
web-based applications, making it difficult to apply DevOps without considering
the role of the services. Therefore, based on a two years participant
observation case study conducted at a multinational telecommunications systems
provider, we propose a new and novel approach called
Development-Services-Operations (DevServOps) which incorporates services as a
key player facilitating an end-to-end software flow toward customers in one
direction and feedback toward developers in the other direction. Services
become the glue that connects the Dev and the Ops, achieved by providing
internal services to increase the precision of the development organization and
external services to increase the speed of deployment and new content adoption
on the customers' side.
