Service sector forms a growing portion of world economy, accounting at the moment under 50% and around 70% of the total value adds in the developing and developed countries, respectively. Yet, this sector is still lagging behind other industry sectors, such as manufacturing, in terms of overall productivity. The Internet greatly shortens the distance between service providers, service suppliers, service consumers which, coupled with the ever-increasing computing power, has become a key driver in brewing a wave of business and technical models, promising to boost the productivity in the service sector. A full End-to-End (E2E) service cycle covers stages of service creation, marketing, delivery, management and evolution. It is only recently that the importance of examining the scale, complexity and interdependence of service systems, in the lights of globalisation, demographic changes and technology developments, have been highlighted, calling for actions from education, research, business and government alike. Service science is increasing fast, existing main driving forces in this area are from traditional hardware and software vendors who, while possessing tremendous knowledge and experience in computing, are restricted in the width and depth of visions in service applications. This workshop intends to fill the gap; in particular, it examines key stakeholders in the service cycles and sees how modern technologies can help boost productivity of the stakeholders.