Maintenance has always been considered as a service required during the middle-of-life period of a product in order to sustain its working condition and to extend its functional life. The ongoing evolution of products into more complex systems, the increase in customer expectations, the abundance of data available for, and the increase of computational abilities in, products have lead to the realisation that maintenance is no longer an aftermarket service needed for product functionality but rather an inherent service function of the product. This paper addresses how maintenance can be transformed from pure 'strategies' into 'a service function'. A state-of-the-art review on maintenance design is conducted and then a methodology and tools for effect predictive maintenance service design are presented. Two applications in the areas of closed-loop product life cycle management, and factory energy management, are discussed.