Abstract. With the rise of service-oriented computing and web service ecosystems, services and their electronic descriptions become crucial to foster significant value propositions toward potential service consumers. While there exist ample technical specifications to describe web services, conceptual approaches are rare. On top of this, an alignment between business models and information technology is lacking. This paper is a step toward this direction in that it offers a reference model to classify service value descriptions depending on their purpose, presents a generic model for service properties, proposes two meta models for conceptual modeling, and finally introduces a modeling guideline. Key words: service description, reference model, service ecosystems
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