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With the trend of service innovation and experience economy, innovative services with mass customization is the right way to shift into the Experience Economy. Nowadays, E-Learning services development is limited and digital learning material inadequate is one of the most important issues in this area. By taking rapid instruction prototyping into consideration and implementing the modular architecture that offer mass customization services and rapid, then the E-Learning in terms of Experience Economy will realize rapidly. This study proposes an innovative service concept with efficiently offering reusable learning assets for accelerating learning material development. The innovative approach of E-Learning instruction generation services is illustrated and the conceptual model of proposed service framework is outlined. The major findings of this study are: E-Learning instruction generation model for effectively utilizing course contents in Web 2.0 website; conceptual model for dynamic componentization of learning assets. Finally, discussion direction for further research is proposed.