The traditional IVR or Interactive Voice Response is a voice interface with a computer over a phone line. To avoid the burden to hold the IVR hardware and software, we introduce the Smart IVR which is organized in the same concept with a cloud computing. It includes an IaaS, a PaaS and a SaaS platform. The designed architecture of the IVR composes of APIs for a developer like a Text-to-Speech API in the PaaS layer. In the SaaS layer, one may build their own IVR dialog in a snap over a Dialog Management module. Unlike other cloud IVRs, the proposed IVR smartly handles the text information with the Dialog Management. It could link a dialog to a text message from various platforms such as RSS, Twitter, Facebook, Google Maps and database. The real case of IVR service innovations have been presented in the show case section and the discussion on Service Innovation is provided.