Innovations in services continue to be a vital topic. Compared to product innovation, service innovation has received less attention in the literature. Studying service innovation is as important as ever especially since the world economy is shifting from a manufacturing economy to a service economy. Analytical and detailed discussion about service innovations is only beginning. This study aims to contribute to service innovation field through a theoretical formulation of a research framework supplemented with findings from a qualitative approach. By studying the mobile telecommunication industry, we found that organizations may pursue a complex of service innovations that may target different type of outcomes. Our findings provide new insights that suggest the basis for new discourse on IS for service innovations.