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.

翻译：对于开发基于Web应用的公司而言，开发（Dev）与运维（Ops）分别指代关注开发或运维的不同团队。因此，DevOps通过强调这两类团队之间的协作，帮助这些公司简化软件开发与运维活动。然而，对于生产软件密集型产品的公司而言，运维（Ops）指的是使用和操作产品的客户。此外，生产软件密集型产品的公司不仅向客户提供产品，而是提供产品-服务系统（PSS），其中与产品相关的服务在确保客户满意度方面发挥着关键作用，同时带来显著的收入贡献。因此，面向产品的PSS上下文与基于Web的应用截然不同，这使得在不考虑服务角色时难以直接应用DevOps。为此，基于在一家跨国电信系统供应商进行的为期两年参与观察案例研究，我们提出了一种全新方法，称为开发-服务-运维（DevServOps），该方法将服务作为关键参与者，促进端到端软件流（一个方向流向客户）和反馈流（另一方向流向开发者）。服务成为连接开发（Dev）与运维（Ops）的粘合剂，通过提供内部服务提高开发组织的精准度，并提供外部服务提升客户侧部署速度与新内容采纳率。