To what extent does service innovation management influence performance in the telecommunications industry? That is the primary question addressed in a study of 249 managers in two leading Malaysian telecom firms. Researchers used the SPOTS model, which links five dimensions of service innovation management-strategy, process, organization, tools/technology, and system-to the three dimensions of performance-market performance, service development, and delivery process performance. Of the 15 hypotheses proposed, six were supported by the research findings. The analysis finds that the combined effect of strategy, process, organization, and system (SPOS) has an impact on service performance.