Content is that which fills something. Service is that which accomplishes something. Content starts with the desires of creators to make things....
Jeff Jarvis, Journailst and Educator, wants education to turn itself inside out when it comes to facing it's future: Education, and in particular, educational institutions looking to expand their reach via the Internet, should see itself as a service, not a content provider. And, specifically, Jarvis believes the goal of the service that education should provide is the best way to provide students with the skills and knowledge they need to meet their individual goals. Currently, he sees these institutions as treating themselves as strictly content providers, and that's where he believes they fall short.
Does it mean greater interactivity, personalized training or teaching, providing crowd-ware that allows simpler, wider social interaction between students and teachers?
He focuses mainly on journalism (his own field of expertise), but his questions are worth applying to many business models struggling to grow, expand or reach new markets through the net.