Innovation is a key factor of economic growth and a category that is key to competitive success of the company. The main source of competitiveness of each company has just innovation potential. In this paper are presented the characteristics and development process of new services that are extremely important for building a potential innovation. The paper first summarized the fundamental determinants of innovation and specific innovation as a management process. Special attention is given to innovative services, as one of the most complex product of the modern market. The real problem of innovation services is that there is a risk of innovation since the beginning of the creation of the idea to its realization, even the use. The service is, as opposed to the product, homogeneous, intangible, indivisible and storable. Therefore, depends on the person, however, could not be felt not stored. Once unused services is lost forever, and the income from it. Also, one of the major problems of innovation services is indivisibility. Unlike products that potential buyers can offer in his daily environment, the user to the service consumed must come to the place offers the service itself. All these characteristics of the service as a product constitute a complex and risky innovation.