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Huge amount of internet connected devices affect the usual way of people lives. People now try to find a way to operate all devices they have in the most efficient way. Cognitive maps are used as models for problems analysis on a strategic level in enterprises. In this paper Web of Service concept is defined and further business model of a Social Web of Service-based company is suggested. We also developed mathematical model of customer experience based on cognitive maps which should further bedoi:10.1007/s40745-016-0073-0 fatcat:sfsyeblcdvhhnk2wrsoyxuslce