The export pattern for services is totally different than the export patterns for products. Fisk, Grove and John in their book “Interactive Service Marketing” suggests three patterns for services as follows
Outbound Service Export : Send the service provider to the foreign Market
Inbound Service Export : Bring the Customer to the Service Provider
Teleservice Export : Deliver the service to Foreign Markets Electronically
However I think the technology has already impacted services delivery and some of the export pattern have become anti-pattern. Here is an analysis
Outbound Service Export : Send the service provider to the foreign Market
In IT services industry, we have seen outsourcing companies from India, Eastern Europe travelling to host country to provide service. However with new ICT medium like on demand work force (oDesk, Elance, and others), virtual workforce spread across the world, it is no longer required for the service provider to travel to host country. Therefore as technology evolves, virtualization will enable service provider to provide service without entering foreign market.
Even Dell proved that staying back in USA, it can still serve the rest of world using supply chain partners instead of locating itself in every part of the world. Therefore enterprise applications, advanced inventory and delivery solution is enabling service provider to avoid this pattern
Are we going to see a nice Curry freshly made in India travelling to London on demand rather than the curry shop trying to fit in the crowded curry marketplace in London
Inbound Service Export : Bring the Customer to the Service Provider
This is an interesting pattern, common example is foreign students travelling to host country Universities. Like Chinese or Indians travelling to USA, UK, Canada. However technology change is already impacting this pattern too. With Satellite based ICT medium, student can study in an USA university from Bangalore, India
As research reports suggests, the future advances in health care will enable Doctors to operate patients using IT tools and technology!! However Tourism industry might sigh a relief as it can’t be replaced by virtualization, unless I intend to live in Second life
The third pattern as suggested by Fisk, Grove and John is the solution to the above two pattern is as follows.
Teleservice Export : Deliver the service to Foreign Markets Electronically
This is the only export pattern that can survive for foreseeable centuries.