The book chapter discusses the research on service innovation, covering what a service innovation is and what a sustainable service innovation is. A key insight is that service research has taken a customer perspective on service innovation, and we ask if this is enough for service innovation research to stay relevant. Research on service innovation needs to address transparency and open the line of visibilities toward value creation, the environment, social, financial, and privacy to further our understanding and to increase the managerial relevance. The book chapter ends by directing research on service innovation in a sustainable direction.