The first issue of the sdn Service Design Journal, Touchpoint, was launched in May 2009. Touchpoint is the first Journal on Service Design worldwide and is published by the Service Design Network, Prof. Birgit Mager being its editor in chief. The very first issue entitled "What is Service Design" explored the basics of Service Design and aimed at creating a forum for discussion and debate amongst service oganizations, professionals, academics, students and educators of Service Design. Birgit Mager, Oliver King, Lavrans Lovlie, Fran Samalionis and Marcel Zwiers are the contributors to the first edition. The journal features news and trends, interviews, insightful discussions and case studies.