The trend for servitization is increasingly affecting manufacturing enterprises. Products are bundled with associated services to so called “Extended Products” (EP). However, the share of services becomes more and more important. This requires on the one hand an evolution of the EP concept towards greater interoperability of the physical product and on the other hand additional competencies in service innovation. Traditional manufacturing enterprises are not able to handle the related challenges by themselves. The paper presents a more open and service-oriented “EP 2.0” concept and introduces the Manufacturing Service Ecosystem as a model to support service innovation by facilitating collaboration.